Typology of Enterprises in the Creative Industries Sector Using Information and Communication Technologies

Purpose: The purpose of the analysis presented in the paper is to assess the level of use of information and communication technologies ICT (including AI) in SMEs in the creative sector, and more precisely to create an author's matrix that takes into account two variables: the level of creative solutions and creative attitude of the owners of the surveyed enterprises, and the level of use of ICT. Methodology: The qualitative research described in the paper, was preceded by quantitative research (They are not the subject of this article) and was conducted in two stages. The first took place in 2019/2020 the second in 2023/2024. A total of 160 enterprises took part in the study – 120 in Poland, 40 in the UK. In addition, to deepen the analysis of the characteristics, skills of the owners of the surveyed enterprises, the Gallup Talent Test was also used. Despite the limitations inherent in the use of qualitative research, the results obtained made it possible to discover patterns and relationships between variables and provide a foundation for further research considerations. Findings: The research described in the article made it possible to analysis was to assess the impact of the dimension of business activity based on innovative solutions and creative attitudes of the owners of the surveyed enterprises on the use of information and communication technologies. As a result, an original four-field matrix was created (see Figure 1). Type 1 ‛highly creative and highly technologically savvy’, Type 2 ‛highly creative and moderately technologically savvy’, Type 3 ‛efficient ICT implementer’ and Type 4‛moderate in the ICT and creativity dimension’. The typology presented in the paper allows a closer look at the relationship between the level of creative solutions and creative attitude of the owners of the surveyed enterprises and the level of use of ICT technologies. Future Research Directions: The typology elucidated in the study highlights several areas ripe for further research. One critical avenue is the in-depth analysis of ICT impacts on the creative industries, requiring the development of methodologies that accurately measure both tangible and intangible effects across economic, cultural, and societal dimensions. Additionally, the user experience and human-computer interaction within creative processes warrant exploration to optimize interactions between individuals and ICT tools, focusing on usability, accessibility, and efficacy. The integration of emergent technologies such as artificial intelligence, virtual reality, and augmented reality into creative processes also presents a significant area for study. These technologies' effects on creativity, innovation, and the production pipeline within the creative industries merit thorough investigation, particularly how they can foster cross-disciplinary collaborations and novel forms of creative expression. Implications for Practitioners: For practitioners within the creative industries, the strategic integration of ICT is essential for enhancing efficiency, fostering innovation, and expanding global market reach. Companies that effectively leverage ICT not only maintain a competitive edge but can also differentiate themselves in a volatile market. However, the choice to eschew ICT to preserve traditional manufacturing processes is also a strategic decision, underscoring the need to balance technological innovation with the preservation of traditional craftsmanship. Practically, companies must remain adaptable to technological shifts, consumer trends, and market dynamics. Implementing AI could transform operational efficiencies, enhance creativity, and better meet client needs, suggesting a strategic pivot towards adopting such advanced technologies. These insights should guide business strategy development and encourage continuous adaptation to thrive in the dynamic landscape of the creative industries.