Artificial intelligence is transforming creativity by enabling new ways of creating art and copy. Generative AI has its advantages but lacks the emotional aspect of human-produced content. Non-creative professionals can benefit from AI, but human involvement is necessary for meaningful output. Businesses are using AI to accelerate the creative process and overcome technical constraints. The benefits of generative AI in creativity include increased productivity, overcoming creative blocks, access to more options, idea generation, and automation. Interactions between creatives and AI models will evolve, with problem formulation becoming crucial. A hybrid approach to creativity, combining AI and human input, is predicted to be the future norm. Independent contractors and agencies that embrace AI early on will have a competitive advantage.