The chapter explores the evolving role of generative AI in creative processes, addressing key challenges such as bias in training data, intellectual property disputes and the democratization of creativity. It critiques the limitations of current AI systems, which often amplify stereotypes and stifle originality, while also examining the potential for AI to augment human creativity through collaboration. The text highlights the tension between automation and human agency, questioning whether AI will replace creative jobs or serve as a complementary tool. It also delves into societal implications, including the risk of AI-generated content (“slop”) flooding creative markets and diminishing the value of human artistry. The chapter advocates for a future where AI is used experimentally, pushing boundaries rather than reinforcing norms, and emphasizes the need for ethical frameworks and equitable access to AI technologies. Ultimately, it calls for a redefinition of creativity as a shared, networked endeavour rather than an individual talent.