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Analyzed job postings to uncover demand shifts for creativity and AI skills in the UK post-ChatGPT, suggesting regional interventions.
Drawing on over 182 million UK job postings from January 2017 to November 2025, we investigate how the association between demand for creativity and artificial intelligence (AI) skills evolves across UK occupational labour market areas following ChatGPT’s release. Our findings reveal a strengthened positive association between demand for these two skillsets post-ChatGPT, particularly in local labour market areas with a higher share of high-skilled roles and the presence of creative clusters. We conclude by emphasising the need for place-based interventions that reflect the differentiated demand- and supply-side priorities across regions in the era of generative AI.
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Wang et al. (2026) studied this question.
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