About the Author
Former UNESCO Deputy Director-General and former UNESCO Assistant Director-General for Strategic Planning; Honorary Professor, South China University for Technology (SCUT), Guangzhou; Chairman, Advisory Committee, International Center for Creativity and Sustainable Development (ICCSD) under the auspices of UNESCO, Beijing; Visiting Professor, Shandong University for Arts and Design (SUAD), Jinan.
(The views expressed in this article are solely those of the author and do not represent the official position of ICCSD)
The progressive use of artificial intelligence (AI) compels us to confront some of the most profound questions of our time. What are the implications for culture, sustainable development, and the preservation of a livable planet? As UN Secretary-General Antonio Guterres has stated "Technology must be at the service of people. Not the other way around." AI challenges our understanding of what it means to be human. Specifically, AI holds a transformative potential for the cultural and creative sectors – from expanding access to heritage and creative content to supporting multilingualism and digital innovation. At the same time, it raises critical concerns regarding cultural diversity, fair remuneration, intellectual property and equitable access.
Culture is both an enabler and a driver of development in its entirety. Together, AI and culture can play a transformative role in advancing sustainable development and in particular the 17 UN Sustainable Development Goals (SDGs), which strive to build a better future for all people and the planet, guided by the principle of leaving no one behind. While AI is a powerful tool, culture is the compass that guides its direction. Sustainable development requires more than technological advancement - it demands culturally grounded innovation. Technological innovation alone cannot ensure equitable, inclusive, and lasting progress. Aligning and integrating AI systems with cultural values, heritage, traditions, creativity, ethical principles, environmental priorities and local knowledge systems strengthens the creation of future-ready societies. It will engender solutions that are not only efficient, but inclusive, resilient and ethical. In the process, AI will be able to foster human creativity and support diverse and multilingual cultural content, including digital cultural heritage.
The political, cultural, educational, economic, spiritual institutions that shape our lives are continuously being redrawn by technological systems that are not built on dialogue but on algorithms and big data. This shift alters how we relate to knowledge, authority and to one another. It risks drifting toward a technocratic framing of human values. Culturally informed AI governance can accelerate environmental sustainability, social equity, and economic resilience. While safeguarding cultural diversity and intellectual property rights, the meaningful reflection of culture in AI policies and system development at all societal levels requires also recognition and protection of artists and creators.
For AI to truly empower sustainable futures and development, it must be transparent, fair, unbiased, inclusive and broadly accessible. Effective approaches to AI and culture should empower human agency through education, research, and innovation. They shall protect the human right of all to take part in cultural life.
Ethical frameworks developed by international organizations, such as UNESCO, can help ensure that AI aligns with human rights and sustainability principles and promotes digital heritage protection. Building on the 2021 UNESCO Recommendation on the Ethics of AI, dedicated policy pathways shall ensure that AI development respects cultural and linguistic diversity, promote ethical and human-centered governance and safeguard the rights and livelihoods of cultural professionals. Multi-stakeholder cooperation and inclusive participation will be key in shaping AI systems which can broaden access to culture and safeguard and disseminate cultural heritage.
Yet, AI and culture have different impacts on, and consequences for, sustainable development. AI can contribute directly to several goals within the SDGs, especially regarding environmental sustainability. Culturally grounded AI systems can integrate indigenous and traditional ecological knowledge to improve climate adaptation strategies, biodiversity conservation, the promotion of smart agriculture and sustainable land and water management.
We can also consider the impact of AI on social sustainability, like healthcare or education and skills development. In the field of economic sustainability AI can help to enhance supply chain management or drive productivity for digital entrepreneurship and trade.
AI is not culturally neutral. It is reshaping culture at all levels and in all fields. The cultural impact of AI can be both transformative and disruptive, depending on how it is governed and adopted. Its impact on culture depends on governance, ethics, inclusivity, and societal choices. Without cultural integration, AI risks reinforcing bias and inequality, undermining local identities, widening the digital divide or eroding traditional knowledge systems. The strategic importance of linking AI and culture will not be determined by technology alone - but by how humanity guides and regulates it.
Culture on the other hand shapes how communities adopt and adapt technology. It influences behavior, values, identity, and social cohesion. Culture can inspire sustainable lifestyles, creative innovation, ethical technology use, and preservation of indigenous knowledge systems. Cultural heritage, local traditions, and artistic expressions ensure that AI solutions are socially accepted and locally relevant.
AI is not a replacement for human creativity but rather a tool to enhance it and its associated soft power. Instead of seeing AI as a threat, one should recognize it as an opportunity to explore the depths of human creativity. By collaborating with AI, one can push the boundaries of what is possible and discover new forms of human expression beyond traditional boundaries.
Indeed, AI has the potential to act as a creative collaborator, allowing individuals to explore concepts that may not have otherwise been considered. AI can help artists with everything from generating sketches to providing color palettes. Musicians can use AI to compose melodies and even entire songs. In the realm of writing, AI tools are becoming increasingly popular among authors, as such tools can help generate ideas, draft outlines, and even suggest entire paragraphs based on a writer's style. Design is another field being revolutionized by AI. Graphic designers can create logos, websites, and marketing materials more efficiently with the help of AI. Instead of being limited by their own knowledge, designers can explore a wider range of possibilities.
However, while AI may assist culture professionals, it is their emotions, experiences, and unique perspectives that will continue to drive creativity forward. A fusion of human intuition and AI capabilities can lead to innovations, enriching lives, communities, nations and the world. AI will not end creativity; it will redefine it. AI can open the door to new ideas and possibilities that can inspire humans and enhance creative journeys.
As regards cultural identity, AI systems are influenced by large datasets that reflect societal patterns. This creates the risk of algorithmic biases reinforcing stereotypes, the underrepresentation of certain cultures, and embedding cultural norms in technology design. Culturally inclusive AI design is necessary to prevent discrimination and ensure equitable representation across the globe.
AI and culture intersect on various issues. The interconnectedness between cultural and biological diversity provides resources for resilience, adaptation, and mitigation. AI plays an important role in preserving tangible and intangible cultural heritage. AI can help digitize and restore historical artifacts, manuscripts and archives as well as 3D reconstruction of damaged monuments. Language preservation through AI-powered translation tools can increase cross-cultural communication by breaking language barriers. However major languages are overrepresented in AI data. Minority languages risk digital marginalization. If not carefully managed, AI could accelerate linguistic homogenization rather than diversity.
AI changes how cultural goods are produced and distributed. Creative industries and expressions, such as music, film, literature, fashion and design can benefit from AI expanding into new forms of creativity through smart production, sustainable materials and virtual experiences. Writers and filmmakers are increasingly using AI tools for drafting, editing, and visual effects. Designers apply AI for sustainable and efficient production processes. These new developments challenge traditional ideas of authorship and originality and pose the question of who owns AI-generated work. Besides, AI-driven social media algorithms influence social behavior and cultural norms in terms of attention to content, opinion formation and popular culture. Streaming platforms use AI recommendations to shape taste. Virtual influencers and digital performers are emerging globally and at national levels. Also, one should not ignore that automation affects jobs in creative sectors. This may generate new economic opportunities but also cause labor market disruption.
But the use of AI needs to overcome several challenges, such as the digital divide between developed and developing nations, cultural bias in AI datasets, the risk of cultural homogenization, data privacy concerns and containment of excessive energy and water consumption by AI systems. When responsibly governed, AI can support cultural diversity, increase access to cultural content, preserve endangered traditions and foster intercultural dialogue. Aligned with the SDGs, AI can strengthen inclusive and sustainable cultural ecosystems. AI tools designed with cultural sensitivity increase accessibility across linguistic and social groups, reduce algorithmic bias and strengthen trust in digital governance.
Let us turn to China and its experience with AI and culture empowering sustainable development. China has positioned AI as a core driver of national development under the State Council of the People's Republic of China's New Generation AI Development Plan (2017). At the same time, cultural revitalization and ecological civilization are central pillars of the national strategy.
The convergence of AI and culture presents a strategic opportunity for the country to advance sustainable modernization through high-quality, green, and inclusive AI infrastructure in alignment with the SDGs. Beijing is uniquely placed to serve as a model city for culturally grounded, sustainable AI innovation.
AI-driven environmental monitoring and smart grids could accelerate carbon emission reduction and air quality management. Incentives could be offered for low-carbon data centers, energy-efficient algorithm design. Support could also be provided for renewable energy-powered computing facilities. Integrating traditional ecological knowledge can furthermore improve climate resilience strategies.
As Beijing hosts several world-renowned cultural heritage sites, it provides opportunities to pioneer AI-driven conservation and protection models. Beijing could initiate AI and culture pilot innovation projects, such as integrating AI R&D with museums, heritage institutions, and creative industries, and developing smart heritage management systems.
By aligning technological advancement with cultural vitality and ecological responsibility, Beijing can serve as a global model for AI-enabled sustainable development. It may even initiate the creation of a global dialogue forum on AI and cultural sustainability, thereby intensifying collaboration and knowledge-sharing with other countries and cities worldwide.
