From Blueprint to Black Box: How Generative Artificial Intelligence Transforms the Artistic Workflow

This study examines how artificial intelligence (AI) reshapes the labour process in concept art, a craft‐like occupation where skill and identity are deeply intertwined. We propose a contingent model of AI‐mediated labour. We find that AI's effects are contingent on worker involvement in technology deployment and foster human–AI complementarity and stronger task–technology fit. In contrast, worker exclusion in the discussions around technology implementation leads to skill substitution, work intensification, fragmented workflows and heightened level of anxiety around technology. These dynamics undermine occupational identity of the artists and echo patterns observed across other craft and trade settings. Our findings highlight the central role of worker participation in shaping equitable AI‐mediated labour processes.