This paper presents preliminary findings from an ethnographic pilot study examining how advanced digital transformations, particularly Generative AI (GenAI), are reshaping the work of tech professionals in Sweden's digital and creative industries. Adopting a socio-technical and futures-oriented perspective, the study explores how these professionals engage with and adapt to GenAI, balancing opportunities for innovation with the challenges of integrating it into their daily workflows. The research highlights how these individuals scrutinise, challenge, and sometimes endorse techno-optimistic narratives while grappling with the complexities and uncertainties of embedding GenAI into practice. By focusing on the lived experiences and anticipatory practices of tech workers at the forefront of digital transformation, the study reveals how GenAI is not only transforming creative industries but also reshaping professional expectations, routines, and socio-technical practices. These findings provide a grounded, localised perspective on the subtle yet significant ways in which generative AI technologies influence innovation pathways. The paper underscores the value of engaging directly with practitioners to understand the social dynamics steering these changes and to critically assess how technology redefines the nature of creative work.