Digital Transformation Generates A New Business Paradigm: "Human-Made In The Age Of Artificial Intelligence"

The aim of this paper is to contribute to the identification of the future of work in the age of artificial intelligence (AI) by providing answers to the question of "how can a creative business compete with other businesses using creative artificial intelligence algorithms?". By analyzing the recent developments in the field of artificial intelligence we have identified that AI has done a large breakthrough in the field of creativity. In our opinion, one of the most promising approaches in achieving artificial intelligence creativity is the use of "generative" models that are created by humans and are self-training using large amounts of data from one domain like images, sounds, and text. We consider that AI will work side by side with humans in helping them make better decisions in the first phase of the digital transformation of organizations that are integrating AI in their day to day functioning. However, we consider that in time these AI systems will become better than humans because they are trained on larger data sets and thus they will get better even on performing creative tasks. Therefore, we are asking the following question: How human beings possessing human creativity will be able to compete with artificial intelligence? We are analyzing how creative jobs such as design and content creators, will compete with artificial intelligence creativity in the context of digital transformation. Also, we are recommending what strategies they should apply to add value to human-made creativity. By competing with artificial intelligence creative people will be enabled to pursue new business strategies in the context of digital transformation. We are arguing that this approach will lead to a new form of "hand-made" business model, and to a new paradigm called "human-made in the age of AI", made possible by the development of cloud technology. A massive change started some centuries ago when due to the first industrial revolution humans have created business models capable to add higher value to hand-made products compared to machine-made products. We consider that now, in the current period of the fourth industrial revolution, is the appropriate time for creative arts and business to add value to their products and compete with AI by adopting new strategies and business models in the context of digital transformation. Examples for such new types are described based on existing companies.