St Petersburg University graduate Marina Abramova: "The skill of creativity is key to human competitiveness against artificial intelligence"

There is increasing discussion about the creative economy, shifts in the professional sphere, and the necessity for new approaches in education. What do you think these concepts encompass, and what should be prioritised when training young specialists? 

The world is transforming. The way people work and communicate today is very different from just a few years ago. The type of our activities, our production methods, and the way we buy and sell have all changed, because the market has undergone significant changes. Traditional concepts are giving way to new ones, such as the creative economy. Previously, competitiveness for individuals, enterprises, cities, and even countries depended on access to raw materials, fossil fuels, or capital. Now, a new type of economy has emerged where competitiveness hinges on the availability of people capable of creating intellectual products. Some refer to this as the creator economy, emphasising the importance of individuals with creative thinking. Others call it the economy of the future, as creative industries rely not on natural resources but on intelligence and innovation. 

For instance, the competitiveness of Silicon Valley does not rely on mineral resources, but on individuals who can create intellectual property that generate billions of dollars, thereby boosting the local economy. 

We should recognise that the creative economy is not just about innovation, nor does it focus solely on art and culture. Rather, it signifies a new type of society where creative thinking dominates, driving the discovery and implementation of new ideas across all economic sectors. In this approach, creative and intellectual activities yield the highest market profits. The creative economy encompasses specific industries, typically considered to be 16 in total, where the foundation is human-generated intellectual products that can be copyrighted or patented. Examples include music, film, publishing, computer graphics, architecture, urban planning, animation, original IT developments, and so on. 

A new type of economy demands new professions, methodologies, and new approaches in education. I can say this as an employer. As Vice-President of Eksmo AST, the country’s largest publishing holding company, I have been involved in various organisational processes, including personnel recruitment. We have witnessed that young specialists, graduates of various universities, are often unprepared for the realities of today’s publishing industry. Universities still train editors using outdated methodologies from 20 years ago, while the publishing business today is a high-tech, multimillion-dollar market of content production, at the intersection of media, film, and book businesses, requiring complex producing skills. Nowadays, editors need a broader skill set than what traditional university curricula provide. Due to this gap, many creative businesses have to retrain specialists or initiate their own corporate training programmes to keep their staff competitive. This situation highlights two contrasting attitudes to education. The first approach suggests that traditional higher education is no longer essential, advocating instead for quick courses that impart new skills and tools. That is to say that if you know how to use internet technologies, neural networks, and artificial intelligence, surface-level knowledge may suffice. The second attitude, however, emphasises the importance of a solid educational foundation that provides a robust intellectual base. 

I firmly believe that education grounded in fundamental scientific traditions and quality training is essential. Only this can provide the necessary basis, teaching individuals to think outside the box, compare, contrast, analyse, and innovate. With a strong educational foundation, it becomes much easier to acquire additional professional skills, change spheres of activity, and be competitive in the market. I am grateful to have built such educational foundation at St Petersburg University. 

What qualities and skills do you think will be particularly in demand in the near future?

 I would highlight two key trends that determine success in today’s creative markets. The first is the development and application of artificial intelligence tools. We often hear that flexibility, speed, stress resistance, and digital literacy are crucial. However, the ability to compete with machines is becoming utterly important. People who want to be in demand must identify areas where they are better than a machine, where human intelligence outperforms AI. Those who create intellectual property are in high demand, not those who rely on routine thinking. Proficiency in working with neural networks is becoming essential. Without this skill, in a few years, your employment prospects will dwindle to nothing, even with mid-tier companies, let alone industry leaders like VK, Sber, Yandex, etc. 

The second important factor is management skills. Our country has a wealth of talented individuals and innovative business ideas. However, most often transforming a good idea into a successful business requires navigating a complex terrain of challenges: refining the idea into a specific product; building a brand; executing marketing strategies; establishing production chains; engaging the audience; and scaling up. This is where many fall short. Acquiring additional education in brand management can significantly enhance your chance to succeed in anything you do. 

What role, in your opinion, modern journalism plays in shaping society? Is this role changing? Should new competences emerge in the profession to meet current demands? 

The role of journalism has always been significant. Currently, this field is undergoing substantial changes. I worked at the news agency ITAR-TASS before transitioning to publishing. Now, I actively engage with federal, regional, and specialised media focusing on creative industries and I closely observe the media transformation. For instance, Telegram Messenger represents an entirely new media landscape. In fact, Telegram is a new type of media. It offers unprecedented opportunities and growth potential unmatched by other media holdings. Its user base is rapidly expanding — currently, these are 800 million monthly users who spend an average of 81 minutes per month on the platform. Hence, there is a growing demand for new competences, such as authors and editors for both media channels and independent Telegram projects. 

And of course, a crucial competence today is the ability to work with artificial intelligence, which can be a powerful tool when used effectively. Regarding journalism’s role in shaping public opinion, it has always been vital. When talking about creative industries, including media, we first and foremost view things through the prism of certain values, meanings, and educational components they convey. Creative industries are modern conduits of values. Journalism is about people creating content. While the profession evolves and new tools and methods of information delivery emerge, the core principles of objectivity, credibility, and honesty remain unchanged. These are the pillars upon which true journalism must stand. 

What were the most important things you learned during your studies at the University? Which competences and skills have been particularly useful? 

I am proud to be a graduate of St Petersburg University. The knowledge I gained as a student continues to benefit me in my work. One of the most valuable lessons I learned was to understand and accept diverse viewpoints, approach topics from multiple angles, engage in open discussions without fear, and analyse large amounts of information. The University was not just a place for acquiring theoretical knowledge but also a forum for open conversations with lecturers, for debates and discussions of differing points of view. This was of paramount importance for students of the Faculty of Journalism. We had a proactive, professional, bright and very much loved dean, Professor Marina Shishkina. She nurtured many successful graduates who achieved a lot — both in our country and overseas. Moreover, we studied under the remarkable and legendary rector, Professor Lyudmila Verbitskaya, who was greatly admired and revered. The University gave me invaluable knowledge, skills, experience, freedom of thought, and a unique community of people, all of which I highly appreciate. 

What qualities, in your opinion, set graduates of St Petersburg University apart from graduates of other higher education institutions? 

It is a good question. We rarely think about it during our daily classroom routines. St Petersburg University is the leading classical university in the country and one of the oldest. It has a unique atmosphere, having had many outstanding graduates and academics, who have shaped and continue to shape the world, driving evolution over the past centuries. What sets St Petersburg University graduates apart? Deep knowledge, a broad perspective, an understanding of the intellectual’s role in the world, and a high level of culture—in both general, communicative and professional contexts. I hope my children and grandchildren will have the opportunity to study at St Petersburg University and proudly claim to be graduates of the best university in the country. I always recall our motto: "Hic tuta perennat" — "Here all in safety lasts". May future generations who aim to change the world for the better continue to learn and grow in this special environment that fosters freedom of thought and self-expression.