CRE-AI-TIVE. Creatives in the Age of AI examines how artificial intelligence is transforming Poland’s design, fashion, architecture, music and video game sectors. Drawing on desk research, 23 expert interviews and a survey of 141 creative professionals, the report finds that 86% of respondents already use AI, mainly to accelerate workflows, support research, generate ideas and develop prototypes. While creators increasingly regard AI as a partner that can enhance creativity and efficiency, they also express concerns about the unauthorised use of copyrighted works in model training, cultural homogenisation, skills shortages and the displacement of entry-level jobs. The publication therefore calls for clearer legal and ethical frameworks, greater transparency regarding training datasets and AI-generated content, revised educational programmes and stronger cooperation between creators, technology companies and public institutions, while emphasising that AI should support rather than replace human creativity.