Generative AI and Skills: Interview Data, 2024

The project studies how Generative AI tools are adopted and integrated into the work of digital and creative SMEs in Grater Brighton. It focused specifically on skills and the way Generative AI tools change, augment or replace existing skills.
The research sought to answer the following research questions:
c. How do advanced digital SMEs adopt and utilise GenAI?
d. How does the use of GenAI transform a variety of tasks, in the case of digital firms, especially writing, audio/visual production and coding?
e. How are 'legacy' skills in these task areas replaced and rendered obsolete?
f. How are extant skills augmented and transformed?

The data comprises semi-structured interviews with representatives of digital and creative micro and SMEs in the Greater Brighton area. The interviews explore the ways in which Generative AI tools are adopted and used by this group of early adopters with the aim of understanding their impact on skills. Specifically, the data explores the displacement or augmentation of the existing skills with the ones brought about by the use of Generative AI tools.