What UK Job Postings Reveal About the Changing Demand for Creativity Skills in the Age of Generative AI

We explore how generative AI technologies are reshaping the labour market, with a particular focus on creativity-related skills. Drawing on a large dataset of UK job postings, we examine shifts in employer demand for creative competencies over time. Our analysis reveals nuanced changes in how creativity is valued and defined across different sectors and occupations. As AI tools become more capable of performing routine and even complex creative tasks, the nature of human creativity demanded by employers is evolving. Some traditional creative skills are being displaced, while new forms of creativity — particularly those involving human judgement, originality, and the ability to work alongside AI systems — are gaining in importance. This research contributes to our understanding of the future of work and the role of creative industries in an AI-driven economy.