Creative Industries are at the forefront of developing and adapting to emerging business trends. Technological advancements have opened new horizons, transforming how creative content is generated and experienced.
For instance, Changi Airport has used 3D modelling, simulation, and computer graphics to develop a 14-meter-tall LED waterfall titled ‘Wonderfall’ to create a magical atmosphere for visitors1. On the other hand, the National Library Board’s (NLB) StoryGen uses GenAI to create immersive multi- media experiences from text2.
To understand the Creative Industries’ current state, its influence, and its future trajectory in light of technological advancements, the following were studied:
- The skills and tools required by Creative professionals
- The growing demand for creative skills in non-creative sectors
- The impact of advanced technologies like GenAI on creative work
The Job Requirements Dashboard accompanies some of the insights for this chapter.
There are an estimated 150,000 Creative professionals in Singapore. Not all of them work in a creative sector. In fact, only a third of them work directly in a creative sector, while the rest work in a non-creative sector3.
Singapore ranked fifth in Global Innovation, partly contributed by the Creative Industries4.
For Creative professionals, the skills they chiefly need lie in the ‘Business and Financial Management’ and ‘Organisational and People Management’ clusters.
For Creative professionals, the skills they chiefly need lie in the ‘Business and Financial Management’ and ‘Organisational and People Management’ clusters.
As Covid-19 resets many business norms, the skill demand of Creative professionals has witnessed shifts in the past five years.
From 2019 to 2023, demand for skills in ‘Business and Financial Management’ and ‘Organisational and People Management’ clusters remained stable, comprising more than half of the total skills required.
‘Operational Excellence’ skills increased since 2021, possibly due to the return of economic, cultural, and tourism related activities post-Covid5. The demand for skills such as Meetings, Incentives, Conferences, and Exhibitions (MICE) Content and Experience Development and Delivery has increased to ensure the smooth running of attractions, festivals, and large-scale events.
For skills in ‘Information Technology and Data Management’, ‘Engineering and Manufacturing’, and ‘Critical Core Skills’ clusters, the demand is relatively stable with slight fluctuations.
More than 3,000 Apps & Tools support the work of Creative professionals.
A wide range of digital tools are used by Creative professionals to support their work and amplify their creative voice. These include not just tools that aid in content creation, but also tools for sales and project management.
More than 3,000 Apps & Tools are needed by Creative professionals, largely to support work functions in marketing, arts and design, and media and communications.
A deeper look at the 100 most common Apps & Tools further revealed that 40% of them are AI-related.
AI-related Apps & Tools help non-Creative professionals to do creative work.
Creative tools are now widely available, allowing many people to do creative work, even if it's not their main job. As more of these tools are embedded with AI, existing and new tools will further expand user capabilities and provide new avenues for creative work across disciplines.
For instance:
New tools help with various creative tasks:
- In jewellery making, tools can turn 2D images into 3D models quickly6.
- These tools also make realistic images, saving time and materials.
Social media platforms like Instagram and TikTok help businesses:
- Create engaging content easily
- Showcase products and build brand awareness
With these tools, more professionals can now be creators in their work.
The availability and accessibility of creative tools represents a shift in how professionals both within and outside of the Creative Industries can take on the role of a creator at work.
7 out of 10 non-creative job roles need creative skills.
Creative skills are becoming more important in many jobs. A total of 40 creative skills experienced an increase in transferability since 2019. This means that more job roles are increasingly asking for creative skills.
7 in 10 non-creative professionals require creative skills notably in IT, Engineering, Operations, Sales, and Business Development functions.
Examples of jobs roles needing Creative skills:
Software developers: Design Creation and Development is needed to create user-centric applications with intuitive and visually appealing interfaces that enhance users’ experience.
Restaurant managers and chefs: Customer Acquisition Management and Brand Management have gained importance to establishments that differentiate and manage their unique brand identity and continue to attract and grow their customer base.
This trend shows that having some creative skills can help people in many different careers.
Poll of Creative professionals: Mixed sentiments towards the increased usage of GenAI tools, though many are using the tools to augment their creative work.
In a poll conducted from July to September 2024, 87 Creative professionals shared their sentiments on how GenAI Apps & Tools impacted their work.
Marketing ourselves as an all-human team might pay more dividends.
It’s great for inspiration and thought-starters.
Would GenAI devalue the creative mind behind the work?
There may be an over reliance on GenAI.
More than 50% of Creative professionals had used some form of GenAI tools in their work.
Creative professionals in Singapore are fast embracing available AI-related tools in various aspects of their business operations. In a response to a survey, the three most frequently mentioned GenAI tools were: ChatGPT, Firefly and Midjourney. Please refer to the list of Apps & Tools in the Jobs-Skills Portal for their descriptions.
They acknowledged the benefits brought about by the tools, and also shared their concerns over ethical use, data ownership, Intellectual Property (IP) infringement, and output quality.
GenAI has created both excitement and new opportunities in the creative field. However, Creative professionals stressed that it is crucial to use these tools wisely. They emphasised that human creativity should guide the use of GenAI, rather than relying on it entirely.
When used effectively, GenAI can make routine tasks more efficient, and inspire fresh ideas.
The key is to view GenAI as a tool that enhances human creativity, not as a replacement for it. By combining human ingenuity with GenAI’s capabilities, Creative professionals can achieve better results in their work.
