A Brick in the Creative Wall

Generative artificial intelligence (GenAI) is increasingly transforming cultural and creative industries (CCIs), yet research lacks a structured understanding of how they intervene across production processes. How and where does GenAI reshape value creation activities within the CCI production system? Building on the UNESCO cultural cycle (2009), we develop an analytical framework that maps GenAI applications across three phases of the cultural production value chain: creation, production, and distribution/consumption. It identifies how GenAI reconfigures value creation and value capture mechanisms differently across phases and sectors. Our analysis highlights emerging dynamics, including phase-specific technological dependencies, increasing feedback loops between production and consumption, and a growing technological convergence across CCIs. To illustrate these mechanisms, we present cases from Galleries, Libraries, Archives and Museums (GLAM). Our paper contributes to ongoing debates on digital transformation in cultural production systems, providing insights for researchers, policymakers, and cultural organizations navigating the opportunities and risks of GenAI.