After the Machines: Can Creative Work Survive the AI Age?

30 July 2025

Paul Francis

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It started with a row of birthday cards.

While shopping at a local Tesco, I spotted a display full of birthday cards that didn’t look quite right. At first glance, they seemed like any other range of quirky illustrations and sentimental messages, but something was off. The characters had odd expressions, the hands and proportions weren’t quite human, and there was that unmistakable uncanny quality that comes from AI-generated art.

Greeting cards on display feature animals, kids, and humorous themes. Categories include "Almost Funny," "Get Well," and "Thank You."

I work in the creative industry and regularly use tools like Leonardo AI. I recognised the signs immediately. Every single one of those cards had been made by a machine.

It was a quietly shocking moment. Not because AI art exists, we’ve all seen it by now, but because it has gone mainstream, tucked into a supermarket aisle where once there had been work by real illustrators and designers. The thought struck hard: this is already happening, and it’s happening faster than people realise.

But as creative work becomes cheaper to generate, a bigger question emerges: when most people have lost their jobs to AI, who will still have the money to buy what these companies are selling?

The Jobs at Risk

Freelance illustrators designing cards and similar products might typically earn between £30 and £250 per piece, depending on the client and usage. Over the course of a year, a dedicated freelancer might bring in between £25,000 and £35,000, though that varies with commissions and demand.

It’s not a high-income job, but it supports a wide network of creative professionals, from recent graduates to long-time freelancers. These are the very people now being undercut by companies using generative AI tools to produce hundreds of designs in hours.

AI-generated content is already appearing in online marketplaces, book covers, and even music videos. It’s a quiet revolution, and not one that has left much time for retraining or regulation.

Surreal cityscape with geometric buildings, pastel colors, floating spheres, and sketched figures. The mood is dreamlike and tranquil.

If Jobs Go, What Happens Next?

The reality is simple: if creative workers lose their incomes, their ability to participate in the economy vanishes with it.

One widely discussed solution is Universal Basic Income (UBI). The concept involves giving every citizen a regular, unconditional payment to cover essential living costs. Trials in Finland, Canada and the United States have shown promising results. People were able to focus on long-term goals, retrain, or pursue creative work without the pressure of living month to month.

However, critics argue UBI could be expensive to sustain and difficult to fund without significant changes to taxation. Even so, in a world where AI threatens jobs across multiple industries, such support systems may soon become a necessity.

New Creative Roles With AI in the Loop

Some companies are working towards new hybrid roles. Instead of replacing creative professionals, they aim to involve them in the AI process.

Examples include:

AI Prompt Artists, who specialise in writing detailed inputs to guide AI tools.
Creative Curators, who review AI-generated work and refine it for production.
AI Trainers, often artists themselves, who help improve how generative models understand style and composition.

While these roles are still emerging, they offer a glimpse into a future where creativity doesn’t disappear, but shifts into new forms.

Protecting the Artists Who Came First

There’s growing pressure on governments and platforms to protect the rights of original artists. Most AI tools are trained on vast datasets scraped from the internet, often without consent.

Several lawsuits are already underway, challenging the legality of this training data. In response, the EU’s AI Act and similar legislation in the UK may soon require greater transparency, and even give artists the option to opt out of training datasets.

Some creatives are also calling for a royalties system. Just as musicians earn money when their songs are streamed, visual artists could receive micropayments when their style or content is used in an AI-generated image.

Consumer Power and the "Human Made" Movement

A growing number of consumers are beginning to notice when something is made by AI. In response, some companies are experimenting with Human Made labels, signalling when a product or design is created without AI tools.

This shift could give consumers the power to support real artists directly. Subscription platforms like Patreon and Ko-fi already allow for fan-driven support, and ethical marketplaces are beginning to highlight human creators.

But the movement needs wider awareness to have a lasting impact.

The Bigger Picture

No technology arrives in isolation. AI isn’t just changing how we work; it’s changing how we value work.

If companies can produce products without human labour, but also eliminate the spending power of the people they replaced, they risk breaking the cycle that keeps economies turning.

The Tesco card display was a small moment, but it points to a much larger shift. As a creative, it made me question where things are heading, and what it might take to ensure there’s still room for real human talent in the world ahead.

The machines are here. What happens next is up to us.

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Nintendo Switch 2 Launches to Record Sales, Mixed Reviews, and Market Shifts

Paul Francis
Jun 12
3 min read

After months of speculation and mounting anticipation, Nintendo has launched the Switch 2 in the UK and globally, marking a significant step forward for the Japanese gaming giant. The hybrid console, which was released on 3 June, has already become Nintendo’s fastest-selling device, shifting over 3.5 million units in just four days.

The console launched in the UK at £379.99 for the standard edition, with the “Deluxe Set” bundling in Mario Kart World and enhanced Joy-Con controllers for £429.99. Despite the hefty price tag, retailers reported widespread sell-outs within hours of release. GAME and Argos saw queues online and in-store, with some high street stores reporting stock shortages through the first weekend.

"The screen is beautiful, the new Joy-Cons feel far sturdier, and I love how snappy the menus are."

Jason Webb, a gamer from Leeds

Launch Line-Up and New Features

The Switch 2 arrived with a launch line-up headlined by Mario Kart World, Pikmin 5, and Splatoon Nova, with The Legend of Zelda: Echoes of the Depths set to follow in July. The console features a brighter 1080p OLED display with a 120Hz refresh rate, upgraded internal storage, and improved detachable controllers. Nintendo has also introduced GameChat, its first in-built voice and video chat system, seen by many as a long overdue step into modern multiplayer gaming.

Early Market Jitters Now Easing

When Nintendo confirmed the console back in January, investors were not immediately convinced. Shares dipped nearly 7 per cent in Tokyo, with analysts criticising the reveal as thin on detail. The company was tight-lipped about the price, backwards compatibility, and exact release date, leading some to worry that Nintendo was not ready to compete with devices like the Steam Deck or PlayStation Portal.

However, as pre-orders sold out in April and early reviews trickled in, investor confidence returned. By late May, Nintendo’s stock had climbed to record highs, with analysts from Jefferies and Goldman Sachs issuing strong buy recommendations. Goldman expects long-term growth from the console, forecasting that it could sell over 60 million units during its lifespan.

Close-up of blue and red handheld game controllers against a dark background, with buttons and joystick visible. Vibrant colors.

What Users Think of the Switch 2?

Despite commercial success and analyst optimism, the Switch 2 has divided opinion among users. While many in the UK gaming community have praised the device as a worthy successor, others feel it fails to justify its premium price or fully resolve lingering issues from the original console.

The Good

For those upgrading from the original Switch, the improvements are tangible. "The screen is beautiful, the new Joy-Cons feel far sturdier, and I love how snappy the menus are," said Jason Webb, a gamer from Leeds who picked up his Switch 2 on launch day. Online forums and subreddits have filled with praise for the display, improved load times, and the seamless nature of GameChat.

Others have applauded Nintendo’s decision not to reinvent the wheel. “It’s exactly what I wanted – more power, better battery, and still the same pick-up-and-play feel,” wrote one user on r/NintendoUK.

The Bad

However, not everyone is impressed. A common criticism has been the console’s high price, particularly during a cost-of-living crisis. “£429 for a new console when I still have a perfectly good Switch? Nintendo’s taking the mickey,” said Sarah Khan, a student in Manchester.

Battery life has also come under scrutiny. Some users reported shorter-than-expected play times during launch week, prompting Nintendo to acknowledge a software bug that would be addressed in a future update. There have also been concerns about the magnetic controller attachments. “The little nub is already bending, and I’ve only had it a week. My kid snapped the last one in two months,” one frustrated parent shared on Facebook.

Another sore point is the sense that the Switch 2 is more of a refinement than a revolution.

“It feels like a Switch Pro, not a new generation. Where’s the wow factor?”

Reddit user @WanderingPlumber.

The Road Ahead

Despite some early growing pains, the Switch 2 is off to a flying start. It has reignited interest in physical game releases, brought Nintendo back into the conversation around social and multiplayer innovation, and won over a loyal base of fans who see it as the best version of the console to date.

As the console heads into its second month, all eyes will be on Nintendo’s software pipeline. With the promise of a new Zelda, Pokémon Revival later this year, and strong third-party support, the Switch 2 may yet prove to be more than just a refresh. But with rivals looming and expectations sky-high, Nintendo has little room for error.

Whether the Switch 2 becomes a long-term game-changer or a short-term spike remains to be seen. What’s clear for now is that it has already made its mark.