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Promoting creativity in the age of automation

In 2020, the World Economic Forum The future of jobs A report has revealed how technological disruption will lead to 50% retraining of all employees by 2025. Now faced with the “double disruption” of the pandemic, which coincides with the acceleration of automation in traditional roles, we estimated that 85 million jobs could be displaced in the process.

However, the Forum also suggested that if we adapt to the new division of labor between man and machine, more jobs could be created than taken away. This means responding to radically changing skill requirements and industry trends, with creativity among the most needed business skills of the future workforce.

Developing the creative economy

In the United Arab Emirates, the recent World Government Summit 2022 heard Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairwoman of the Dubai Culture and Arts Authority (Dubai Culture) and member of the Dubai Council, strengthen the ambition of the city to become a leading destination for creativity.

So how can we help advance local creative talent and nurture the regional creative economy, to successfully prepare for the emerging employment landscape?

· Create a basic community: Building creative capacity requires a dedicated community of entrepreneurs, creatives, visionaries and coaches to help local talent bring their ideas to life. This means investing in potential rather than perfection, to make new opportunities more accessible without compromising industry standards.

Education is key to elevating the industry locally. Whether it’s coaching and mentoring young talent or implementing corporate initiatives that drive creativity, innovation and opportunity among employees, advancement happens when people know and understand exactly how the industry works.

· Adopt technology: We need to view emerging technologies as an opportunity rather than a threat. While many “experts” have said publishing is dying of innovation, those of us in the industry have set out to bridge the gap between print and digital.

The ability to leverage different mediums to make stories more accessible to readers heralded an exciting new era for the industry. Additionally, the potential of digital training, virtual events and distributed workplaces had opened up new global audiences and opportunities for people around the world to engage with creatives in the UAE.

· Build Scalability: Creative ideas are easy to develop, but executing, scaling and delivering meaningful impact is more difficult, yet the key to a successful creative economy. Initiatives such as the Golden Visa for Creative Industries and support from the National Media Council have laid a solid foundation and much remains to be done to ensure the financial sustainability of creative endeavours.

To turn a creative passion into a business reality, we can work closely with creative entrepreneurs on how they can market and sell their work, equipping them with the fundamental business skills that enable them to leverage their creative work to succeed financially. We must also work to dismantle the barriers that impede the growth of the creative economy.

Supporting local talent to market and sell their creative products is not enough without the integrated distribution infrastructure that enables them to export them regionally and globally. We need better online and offline channels to get creative works into the hands of consumers.

Go Global Attracting talent is relatively easy as Dubai is a hub of innovation and inspired ideas. Exporting this talent and ensuring that the creations and creative work that comes out of Dubai have a place on the world stage is the next step.

A thriving creative industry will not emerge in our own bubble, so offering the talents we invest in the same global opportunities that other creatives offer is the gateway for these entrepreneurs to truly expand their impact.

Inspire, Educate, Facilitate

The creative economy opportunities that are possible will not emerge if creative people in Dubai can only pursue their creative endeavors at the margins. We need to help the next generation turn pro. To achieve this, our teachers, mentors, national agencies and the existing industry must come together to inspire, educate and facilitate the process, to ensure that, rather than displacing creativity, our automated future helps elevate it. flourishing sector of the economy.

Kira Jean is a success coach and founder of The Dreamwork Collective, an independent print and digital media company

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