The 4th industrial revolution challenges what work humans want to be liberated from. Focusing on crafters, this thesis asks how generative AI might enhance the joy in their work. The methods draw upon job crafting, human-centered artificial intelligence and the double diamond. The research finds that crafters’ main challenge is advocating for the price of their work due to invisible labor and the competition with automated industrial production. Another finding suggests that clients appreciate artists’ processes, not only the outcome. The target group is expanded to creative entrepreneurs to propose a solution for both crafters and digital artists’ struggles in the 4th industrial revolution. Upon implementing a conversational AI that addresses these findings through content creation, tests suggest that AI must ideate well and pick up details about the context of the conversation. Creatives are open to offloading parts of their tasks, but they themselves must do other parts to preserve authenticity.