Barcelona Metropolis

New times are ahead, and they will change everything. Artificial intelligence (AI) is bringing about a significant shift in the economic and business sectors, as well as in society. How are the creative and cultural industries embracing it? Are tools like ChatGPT, Midjourney, Claude and Jasper allies or adversaries? They could be a valuable resource if used to their full potential. Creative brands in Barcelona are eagerly exploring cutting-edge technologies, and while some are hesitant, many are ultimately embracing the new direction set by AI.

“AI isn’t good at writing theatre scripts”, says Marc Villanueva, coordinator of the postgraduate programme in Scene and Digital Technology at the Institut del Teatre. Villanueva acknowledges that this new era will pose many questions for the performing arts but underscores that human authenticity, as opposed to machines, remains non-negotiable – at least for now. Nonetheless, the impact of new technologies on the cultural and creative scene is already significant and set to grow. Lali Soler, director of the digital unit at Eurecat [a technology centre in Catalonia focused on R&D&I], explains that while artificial intelligence has made rapid strides over the past two years, the coming months and years will see a major leap forward: “We are moving towards general AI – a kind of humanoid intelligence that will bring us closer to even better and more precise results”. Soler is optimistic about the progress and applications of generative AI in the creative and cultural industries: “The benefits are already becoming clear, and in certain areas, it will enable the development of higher-quality models without requiring substantial investments or budgets”.

The creative and cultural industries are divided into distinct sectors, with AI having varied impacts on each. According to the Mapa de les indústries creatives a Barcelona [Map of Creative Industries in Barcelona], 58% of businesses are involved in creative activities, with advertising making up almost 40%, design 36% and architecture 24%. The cultural industry accounts for a quarter of the total. Within this sector, books and press, film and video comprise 80%. Music publishing represents 8%, while television and radio, along with video games, each account for 6%. In the video game sector, individual and start-up companies predominate.

To support the growth of creative and cultural industries, Barcelona City Council organises creative roundtables twice a year, bringing together the entire ecosystem of these sectors to strengthen it and work collaboratively with a forward-looking vision. Among the participants is the Catalonia Audiovisual Cluster, which helps the sector navigate technological challenges through educational sessions and strategic meetings aimed at imagining how new technologies will transform the audiovisual landscape. Miquel Rutllant, president of the Cluster, explains, “It’s essential that we have new infrastructure and facilities, like the audiovisual hubs at Tres Xemeneies and Palo Alto, so that businesses can experiment with technological innovations that require higher investment and slower maturation processes”.

Creative industries generate around 190,000 jobs in Barcelona, representing 15.6% of the city’s workforce and more than half of Catalonia’s creative labour force. In Barcelona, this sector has grown by over 3% compared to 2023. These figures come from the latest data provided by the Department of Studies at the City Council’s Department of Economics and Economic Promotion. They also reflect the city’s international standing. According to the European Commission’s Cultural and Creative Cities Monitor 2023 report, Barcelona is ranked the 13th largest city in terms of creative intensity, excelling in areas such as human capital, education, local connections and international outreach, among others.

The municipalities in the metropolitan area also host a range of significant initiatives in the creative and cultural sectors, marked by dynamism and an attraction of talent. L’Hospitalet de Llobregat has emerged as a cultural hotspot, thanks to its focus on urban art and its role as the venue for international events like the Manga Fair. Terrassa is renowned for its musical and audiovisual tradition. Badalona combines tradition and innovation with initiatives such as the Filmets festival and unique historical landmarks, including the Museu de Badalona. Finally, Sant Adrià de Besòs will be home to Catalunya Media City, also known as the Tres Xemeneies hub, situated in a location that connects with Barcelona and makes the most of its proximity to the coastline and the Parc del Fòrum.

Global creative models

Abroad, Barcelona is recognised as a major hub in various fields. In addition, the city stands out for its talent and high-level professionals in the visual arts, especially in digital arts, as well as for its growing literary scene. Barcelona offers substantial opportunities for internationalisation, largely driven by technology. The demand for content and immersive experiences (in the performing arts, video games, film, video, food design, etc.) continues to grow significantly year after year. Nonetheless, Barcelona also faces major challenges, now further intensified by the AI revolution. The proximity to other major centres such as Madrid and Valencia, and the need to better support professionals in the creative and cultural industries to overcome the precariousness and seasonality of sectors such as museums, cinema and theatre, are key issues currently under discussion.

Other cities are also embracing AI. London, for example, hosts large-scale events such as London Fashion Week and is home to institutions like the British Film Institute and the Tate Modern. AI has been widely adopted, helping to create highly specific targeting. Another example is Berlin, having established itself as a hub for contemporary art, with festivals like the Berlinale International Film Festival. The German capital has also invested in the music-tech sector, developing AI-based tools and new musical instruments. In New York, galleries are experimenting with AI-generated exhibitions, while Tokyo uses augmented reality in animation to create ultra-realistic and personalised simulators. This is how AI is spreading across the globe.

If someone from the early 20th century were to return to life today, they would likely experience a significant cultural shock or, at the very least, struggle to understand the modern world. However, even the living may find it difficult to grasp the great transformation that is about to take place. The differences between digital natives and those from generations before the millennials are evident in how they approach this new phase. For the former, it’s completely normal to wear immersive glasses, share their life on ChatGPT or use TikTok as their main search engine.

Consumption, ethics and regulations

At this point in history, AI permeates the entire creative process of a product, even when it is consumed by the user. Often, the algorithm knows a person’s preferences better than the person themselves could define. Therefore, it should come as no surprise that, when looking at a mobile phone or an app, the device only shows what the person likes. AI has aligned itself with human psychology and is very close to where it aims to be. But who creates what is consumed? In the past, there was no doubt that Tchaikovsky composed The Nutcracker or Swan Lake. From now on, doubts will arise about whether what we feel, read or watch has been created by a human or not. In the world of journalism, we must tread carefully with fake news and deepfakes, where videos can replace identities. We mustn’t let our guard down.

“The concept of creativity is being redefined. We will need to determine whether we use AI to enrich art or to standardise it”, suggests Andreu Veà, a pioneer of the internet in Catalonia. “We are facing a revolution that could democratise creative genius, just as it will undoubtedly do with healthcare”, he emphasises. In the legal field, lawyer Xavier Ribas, founder of Ribas Legal, dismisses the idea that AI could ever match human empathy. “The tool has reasoning capabilities, and it will be able to create from scratch, but the legal challenge lies in authorship. Only a person can be held accountable, not a machine. If we talk in terms of responsibility, a conversational bot is merely a very precise means of communication, but it lacks human qualities like trust, calm or understanding. Therefore, it cannot be blamed for an error in court”, Ribas adds.

During its presidency of the European Union, Spain has pushed forward AI regulation. The EU’s Artificial Intelligence Act came into effect in August 2024, safeguarding human rights, intellectual property, ethics, cultural heritage, privacy, preventing bias and tackling content overabundance, while also promoting innovation and technological progress. However, the boundaries remain unclear, and statements from OpenAI’s executive director on X (formerly Twitter) leave more questions unanswered: “There is no wall”, says Sam Altman.