Generative AI and Creative Industries: A Systematic Review on Emerging Trends and Future Research Directions

The integration of generative AI (GAI) into the creative economy represents a seismic socio-technical shift, fundamentally challenging the established paradigms of authorship, production and value creation. This research not merely focuses on viewing GAI as a tool for efficiency; it rather interrogates its role as a disruptive agent of augmented creativity. To map this fragmented and rapidly evolving intellectual terrain, we executed a rigorous systematic literature review strictly adhering to PRISMA guidelines, further fortified by SPAR-4 and POWER methodological frameworks. Bibliometric analyses from the past two decades (2004–2024) indicate that GAI is transforming the worldwide creative sector, gathering the interest of both practitioners and scholars across several fields. The review encompassed 251 documents to examine the advancements achieved by GAI over the past two decades, relevant enquiries and prospective research directions. The findings suggest that GenAI is not merely enhancing productivity but also actively re-engineering the creative value chain, specifically within fashion, marketing and operations. However, the literature also points to a critical tension: the trade-off between algorithmic optimization and the preservation of idiosyncratic human expression. Research concludes that while GenAI democratizes accessibility and personalization, it necessitates a new theoretical lens to understand the emerging hybridity of human–machine co-creation. This review consolidates current advancements and delineates the prospective research trajectories required to navigate this new epoch of digital creativity.