Translation. Region: Russian Federal
Source: State University Higher School of Economics – State University Higher School of Economics –
Rapid technological development, adaptation of business processes to new economic realities and changing audience demands require creative industry specialists to be aware of current trends and be flexible when implementing projects. In April – May 2025 Institute for the Development of Creative Industries (IRKI) Faculty of Creative Industries HSE University conducted a study of trends in the creative industries.
The study surveyed over 300 leading experts representing various creative industries. The experts were asked to predict key trends, radical innovations and developments that will appear in the creative industries and the creative sphere in the next three years.
How exactly will the creative economy change under the influence of new technologies and trends? The survey results allow us to clearly define the main directions of this transformation.
Technological trends in creative industries:
the active implementation of artificial intelligence (AI) in all creative industries – from generating content in advertising to helping composers create music;
Neurotechnologies and wearable devices that allow reading body metrics and creating new forms of interaction are becoming key to the development of interactive media and music; development of cognitive neuroadapted wearable predictive models;
Metaverses, mixed and augmented reality (AR/MR) are used as tools for integrating brands into digital spaces; integrating creative projects with IoT (Internet of Things).
Changes in approaches to creativity:
transition from template solutions to experimental approaches;
Personalization and interactivity are becoming the standard, from customized experiences at events to deep personalization of content in advertising;
automation of routine processes frees up more time for creativity;
Gamification is becoming the standard for project implementation.
Financial assessment of creative results:
data and metrics are used for the financial evaluation of creative results, big data allows for a fair assessment and determination of the cost of a product based on its usefulness to the end consumer, which will allow for setting an equilibrium price for creative products (for example, reading audience reactions in interactive media);
The marketplace market is transforming creativity by setting new rules for pricing and distributing creative products.
Education and Science:
convergence of different sciences and representation of interdisciplinary tools;
the emergence of new Practice as Research formats;
further convergence of science, art and education based on the innovative principles of open science;
digitalization of science and the development of the format of electronic scientific journals create new formats for the dissemination of knowledge: the formation of creative digital platforms and the creation of a repository of high-quality metadata;
dissemination of scientific knowledge on Open Access platforms;
the emergence of neural network pedagogical simulacra.
Social and cultural changes:
Segmenting audiences into smaller communities requires more targeted creative strategies;
the elitism of live events (concerts, exhibitions) is combined with the development of community and user-generated content (UGC);
increasing emphasis on the individual experience of the participant/viewer, developing event interactivity.
“An important place in our “HSE Journal of Art and Design“is engaged in the study of the latest theories in the field of art and design practices. In the coming years, new formats of Practice as Research, when practicing artists come to science, will determine innovative publishing strategies for art and design magazines,” says Irina Sakhno, professor Design schools HSE University Faculty of Arts and Design, Editor-in-Chief of the HSE University Journal of Art
“Artificial intelligence will become an assistant in performing routine tasks, which will give more time for creativity. In the fashion industry, AI will be actively used in work on collection campaigns,” comments Elena Ermakovishna, head of the HSE CREATIVE HUB and teacher at the School of Design, producer of cultural events, art critic, designer.
“In music, there is the elitism of live concerts and a focus on the artist’s work with the development of a community of like-minded people, a model of recursive mythologization of the narratives of the artist’s musical creativity with the construction of additional branches of transmedia based on fan fiction and UGC (user-generated content),” explains Evgenia Evpak, composer, historian of musical innovation, and researcher of the music industry.
“Storytelling will become the basis of advertising,” comments Alexander Baru, a teacher of design thinking and marketing at the HSE School of Design.
Experts believe that creative industries are in for a radical transformation under the influence of new technologies. This will require flexibility from professionals and institutions and a revision of traditional business models.
Please note: This information is raw content directly from the source of the information. It is exactly what the source states and does not reflect the position of MIL-OSI or its clients.