Generative AI challenges the human monopoly on creativity, and consequently, when addressing the impacts of AI on the media industries, one of the highlight concerns that has emerged is the extent to which applications of AI may disrupt, and potentially also displace, the work of creative practitioners. Hye-Kyung Lee (Professor of Cultural Policy, King’s College London) reflects on how uses of AI have intensified a range of uncertainties concerning the status and value of human labour in creative work. She discusses how AI introduces insecurities over the role, rights, protection and distinctiveness of human creativity.