Billionaire investor Mark Cuban believes that AI has now become a tool that artists and creators can no longer shun.
In a series of posts on X, Cuban says that generative AI should not be viewed as a threat to creativity itself, but as a tool that creators will increasingly need to stay relevant and reach audiences.
“AI is not going away. It’s only going to evolve further and impact the creative process and economics for every creator.”
Cuban also pushes back on the idea that generative AI automatically dilutes originality, saying the technology does not replace creativity or storytelling on its own.
“In my opinion, generative AI doesn’t sterilize or homogenize output. It’s a new way of creating.”
He adds that while AI can produce large volumes of content, the output alone does not equal meaningful creative work.
“Yes, gen AI can produce pages, notes, pictures and more. But that doesn’t make them stories, music or art.”
Cuban highlights that the real risk lies in refusing to engage with new tools altogether, arguing that creators who shut themselves off from technology historically lose ground to those who adapt.
“A closed mind to any technology will fall behind in their ability to reach their chosen audience because there will always be other creatives who find ways to harness it in their process, just like they always have.”
To nail his point, Cuban reflected on his own experience adapting to earlier waves of technological change, from analog video equipment to early digital editing and online distribution.
“I remember carrying around a VHS camcorder that had a battery pack I had to put on my shoulder, then editing with multiple decks. Trying to create content that people would want to see on the campus of Indiana University. And also having to use multiple turntables with analog outputs to mix and record cassette tapes to play as a DJ.
I remember using new camcorders to take videos to do the same thing online in the mid-90s. Then finding the first DVHS decks to edit the first individually created content for HDNet. The first all-HD network. Ever.
How art is created will always evolve because artists are creative.”
Cuban warns that artists refusing to use generative AI to their advantage will be left in the dust by those who do.
“The number of young artists today that don’t use every technological tool available to them has to be dropping by the minute.”
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