By Val Matthias. Updated 6:47 a.m., Friday, November 6, 2026, Atlantic Standard Time (GMT-4).
About the Author: This story was written and submitted by freelance journalist Mr. Val Matthias, a trained communicator with more than two decades in the media sector. He holds a Bachelor of Arts in Media and Communication (UWI Mona), a Master of Science in Tourism and Hospitality Management (UWI Cave Hill), a Certificate in Digital Marketing, and has years of broadcast journalism experience rising to ranks of a programme manager. All supporting materials for this story have been presented, vetted, and verified. Mr Matthias can be reached at valmatthias188@gmail.com
Creative professionals in St. Vincent and the Grenadines are being urged to embrace artificial intelligence and use it as a tool to improve their work, rather than fear that the technology will replace human creativity.
The call came from marketing and cultural practitioner Mrs Jean Johnney Findlay, popularly known as Aunty Jean, during a presentation on the second day of the National Performing Arts Conference at the Peace Memorial Hall on Thursday, November 5.
Speaking on the topic “Building the Brand: Best Practices for Modern Innovation and Growth,” Findlay said artificial intelligence is here to stay and would continue to develop, making it important for artists and other creatives to learn how to use it.
She acknowledged concerns that AI was taking over work traditionally done by people but encouraged practitioners to look at the opportunities the technology offers.
“It is up to you to embrace it also and utilize it, because it can help you perfect. It makes your work easier,” she told participants.
However, Findlay cautioned that users could not simply expect AI to produce the desired results without contributing their own ideas and direction.
She said creatives must provide the technology with their thoughts, instructions and expectations, adding that human input remains important in shaping the final product.
Using her own experience as an example, Findlay disclosed that she had used an AI image-generation tool to create an image for her presentation. She explained that, without the technology, she would have had to approach a friend or graphic artist to produce the image.
She also challenged the suggestion that an image created with artificial intelligence could not be original, arguing that the user’s creative direction forms part of the process.
Beyond artificial intelligence, Findlay urged artists to approach their work as a business and take deliberate steps to establish and protect their brands.
She encouraged young creatives to distinguish themselves, research their respective fields, seek advice from experienced practitioners and build relationships with others in the industry.
She also warned that many artists do not adequately understand their intellectual property rights, particularly when working with music producers, managers and event promoters.
Findlay said uncertainty over who owns creative material and how contributors should be compensated can lead to disputes. She therefore advised practitioners to seek legal guidance, register their brands and work where appropriate, and insist on written contracts.
She further challenged creatives to place a fair value on their skills and explore multiple sources of income, including digital streaming, merchandise, ticket sales and live events.
The presentation formed part of the inaugural National Performing Arts Conference, held at the Peace Memorial Hall on November 4 and 5 under the theme “Believe, Innovate, Inspire: Next Level.”
The conference brought together artists, cultural practitioners and government representatives to examine how St. Vincent and the Grenadines can develop its creative and cultural industries, commonly referred to as the Orange Economy.
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About the Author: This story was written and submitted by freelance journalist Mr. Val Matthias, a trained communicator with more than two decades in the media sector. He holds a Bachelor of Arts in Media and Communication (UWI Mona), a Master of Science in Tourism and Hospitality Management (UWI Cave Hill), a Certificate in Digital Marketing, and has years of broadcast journalism experience rising to ranks of a programme manager. All supporting materials for this story have been presented, vetted, and verified. Mr Matthias can be reached at valmatthias188@gmail.com
