Brave New Bookshelf Episode 47: Embracing AI for Creative Authorship with Joanna Penn from The Creative Penn
In a recent episode of Brave New Bookshelf, hosts Steph Pajonas and Danica Favorite sat down with Joanna Penn, one of the most forward-thinking voices in indie publishing. Known for her prolific writing career and long-running podcast The Creative Penn, Joanna has been exploring how artificial intelligence can reshape the creative process for nearly a decade.
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Joanna Penn: Author, Podcaster, Innovator
Joanna wears many hats. Under her own name, she publishes non-fiction guides for writers, while her thrillers and fantasy novels appear under the pen name J.F. Penn. Inspired early on by the digital disruption of the Kindle and iPhone, she embraced self-publishing and has continued adapting as new technologies emerge. Since first experimenting with AI in 2016, she has become a leading voice on how authors can practically and ethically integrate these tools.
"Always start with you...what do you want to create? And how much do you wanna use the AI tools and in what way?"
Joanna Penn, on personalizing the use of AI
How AI Fuels Creativity and Research
Rather than replacing her work, Joanna uses AI as a collaborator. Tools like ChatGPT and Gemini help her conduct deep research, uncover surprising connections, and generate new insights for her books. For example, she has explored how the Vatican has historically approached technology or traced literary inspirations behind classics like Journey to the Center of the Earth.
Joanna also integrates AI into her creative workflow — brainstorming titles, producing prompts for Midjourney cover designs, and refining sales copy. Still, she stresses a balanced approach: AI may speed things up, but human judgment remains essential to keep work authentic and aligned with personal values.
Rethinking Humanity in the Age of AI
Her journey with AI hasn’t just been technical — it’s also philosophical. Joanna sees AI as a chance for authors to reclaim time and focus on the parts of life that matter most. This perspective ties into her personal interests in death, religion, and cultural exploration, which she is now studying formally through a Master’s program.
Productivity with Purpose
One of Joanna’s biggest lessons is that not all tasks are worth doing — even if AI can make them easier. She has scaled back on areas like social media to better prioritize activities that bring her joy and create real impact. Her advice to other authors: adopt AI selectively, using only the tools that support your vision and enhance your creative output.
"Lean into what you love. Because it might be weird like me, you might love the really weird stuff."
Joanna Penn, on embracing personal interests.
Joanna’s Recommended AI Toolkit
Here are some of the tools Joanna finds most valuable in her day-to-day work:
- ChatGPT & Gemini – advanced research and idea generation
- Midjourney – cover design and visual concepting
- NotebookLM – summarizing and distilling information from video or text
- ElevenLabs – voice cloning for audiobook production
Lessons for Indie Authors
Joanna’s insights boil down to a few guiding principles:
- Let AI handle research and repetitive tasks so you can focus on creativity.
- Blend AI output with your own oversight for quality and authenticity.
- Prioritize activities that align with your values and passions.
- Use technology to amplify your voice, not to replace it.
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