Pubblicato 21-01-2025
Abstract
The rise of a creative economy is the result of the demand for a continuous and quick refresh of the value propositions. In it, the role of the professions of imagination and creativity is central, as they are responsible for capturing the time and attention of the public generating new kinds of experiences and suggesting new meanings to the consumption processes. New technologies such as those of Web3 and artificial intelligence enable business processes more centered on experiences and feelings, on personalization and on the active and inter-active role of the user. In this model, user is an essential part of the production of value. A personalization that comes at the price of a growing commercial use of the information about people’s behavior collected in the interaction. We point out the risk of the transformation of the creative economy into a surveillance capitalism. New decentralized organizations, based on Web3 technologies and the emergence of platforms governed by creators, as in the case of DAOs, make it possible to design new worlds in which collective creativity has space and can give its fruits. For example in the creative industries, such as in entertainment. The article highlights the opportunities and risks of the transformations that are taking place in the creative economy.