The use of artificial intelligence (AI) and similar digital technologies in the creative industry has become increasingly prevalent in recent years, and its accelerated growth prompts reflection on what defines creativity and how creatives imagine using it to support their workflows, through automation, especially in a manner that is sustainable, considering environmental, economic, and societal benefits. Creative industry is a prominent one that boasts large amounts of data, either created, stored, or processed, requiring computational power and resources on a large scale for it to become useful. Some examples of the use of AI within the creative industry, for example, BBC’s system for automated coverage of live events, is boosted by AI’s capability to automatically frame and select best shots, albeit slightly underperforming than humans, are positively acknowledged. Post-production workflows have also significantly improved in terms of quality, labour, and time when using AI, for example, when restoring distorted or damaged images. Additionally, as this can have positive economic implication, it becomes a time-sensitive matter to assess the need for sustainable model(s), digital or otherwise. The integration of AI into the creative process has shown tremendous potential to enhance human creativity by providing new ideas, performing services at speed, and challenging traditional approaches, however, unfortunately at the cost of sustainability. Arguably, the use of AI in creative industries also has raised important ethical considerations, such as the credibility of AI-generated content, poor environmental impact, decline in cognitive and creative thinking skills, job displacement, or the level of positive impact AI can have on the industry itself. The reminder of this article will shed light, from multiple perspectives, on how and why AI and other similar digital technologies can maximise the benefits the creative industry can revel in, particularly when such technologies are used to boost human creativity and not replace them, while considering time-sensitive challenges and opportunities for building sustainable technologies.