SlideShare a Scribd company logo
1 of 1
Download to read offline
Human Creativity in the
Age of Artificial Intelligence
A look at the evolving relationship between creativity and technology.
Where does your creative inspiration come from?
How important do you think AI and machine learning
will be for creative professionals?
Artificial intelligence reinforces the
value of human creativity.
AI and machine learning will enable even more powerful tools to handle the work that
gets in the way of creativity. So what does this mean for human creativity in the age
of AI? Most creatives are excited about AI and machine learning — if it helps them be
more productive, explore new opportunities, and expand their creativity.
Creativity is
profoundly human.
Creativity is a social interaction between the creative, the client, and the world. It’s
problem solving. It’s a process. It needs to evoke a reaction. It’s not just what you create,
but why you create it.
Creativity is a journey. It’s a lifelong pursuit.
Tedious non-creative tasks get in the way.
75 creative professionals told us:
How they create
and how their
work has evolved
What are the
opportunities and
pain points
What role
technology plays
in their creative
process
Where AI and
machine learning
can help
Emerging technologies, especially artificial intelligence (AI) and machine learning (ML), continue
to evolve rapidly, and promise to change the ways creatives work and the work they create.
Adobe commissioned Pfeiffer Consulting to interview creative professionals in the U.S., Germany,
and the UK, including freelancers and representatives of digital agencies, to learn more.
Personal
28% say from art, books,
films, and other media
74%
of creatives said more
than half of
their time is spent
on repetitive,
uncreative tasks.
76%
of respondents believe
their creative possibilities
are increasing.
Connective
30% say online via Behance,
Instagram, Pinterest, etc.
Environmental
35% say nature or from
their community
Do you believe
your work has
become more
complex?
How afraid are you
that AI could threaten
your job?
They have some concerns: They see more possibilities:
What do you
find tedious
in your work?
AI has the potential to free up
time for creativity.
AI can take on time-consuming work — such as finding assets, handling tasks,
and streamlining processes — giving creatives more time and energy for invention,
imagination, and ideation. Read how AI can amplify human creativity.
Creatives need to direct and drive
the creative process.
Though they don’t yet understand how AI and machine learning will impact them,
most see the need to adapt. Creatives aren’t afraid machines will replace
them — they’re more concerned about creative control and preserving originality.
Will it homogenize creative output?
Will it go beyond what I want it to do,
or intrude in my creative process?
Will it make things too easy, devaluing
human creative skills?
Could it copy and duplicate my
personal style?
It could teach me how to
use new features.
It could recommend the right
tools to handle tasks.
It could help validate uniqueness
of designs.
It could recommend stock images,
videos or fonts for a project.
It could help me get to a given
result faster.
It could test creative for
different uses.
It could test emotional response
to my work.
It could produce variations
of a design for different channels.
Extremely
20%
Extremely
9%
BUT
Quite a lot
34%
Quite a lot
7%
A little bit
13%
A little bit
19%
Not at all
13%
Not at all
54%
Client-related issues
8% Administrative tasks
15%
Solving
technical issues
19%
Process
management
24%
Repetitive,
uninspiring work
34%
To some extent
20%
To some extent
11%
Creatives want tools that help them
get the job done.
72% say computers and software are extremely or very efficient in making
creativity happen. They expect technology to:
Execute projects
To do so without getting
in the way.
Make their life easier
To simplify complexity and
handle time-consuming
tasks.
Make them more
productive
To smooth the flow from
inspiration to completed
work.
Extremely
35%
Quite a lot
27%
A little bit
7%
Not at all
4%
To some extent
27%
Creatives see AI’s potential
to reduce tedious processes.
How interested are you in an AI
assistant that would:
After seeing examples,
85%
were very interested in Adobe
Sensei — the AI and
machine learning technology
from Adobe.
Reduce drudgery in work 89%
Teach new features 81%
Assist with image search 77%
Evaluate audience response 52%
Provide creative variations 42%
Read the full Pfeiffer report
The vast majority of creatives
work in multiple roles — 
and know they need to
constantly evolve and master
new skills to keep up.
Most creatives
were not worried
that AI will
replace them.

More Related Content

More from Adobe

The Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationThe Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationAdobe
 
Sundance Ignite Fellows
Sundance Ignite FellowsSundance Ignite Fellows
Sundance Ignite FellowsAdobe
 
The Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudThe Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudAdobe
 
Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe
 
ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020Adobe
 
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterFive Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterAdobe
 
No Happy Holidays for Seasonal Employees
 No Happy Holidays for Seasonal Employees No Happy Holidays for Seasonal Employees
No Happy Holidays for Seasonal EmployeesAdobe
 
Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe
 
Adobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe
 
ADI -- Digital Divide 2019
ADI -- Digital Divide 2019ADI -- Digital Divide 2019
ADI -- Digital Divide 2019Adobe
 
AdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobe
 
Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe
 
Adobe Creative Confidence & Expression Report
Adobe Creative Confidence & Expression ReportAdobe Creative Confidence & Expression Report
Adobe Creative Confidence & Expression ReportAdobe
 
2019 Adobe Email Usage Study
2019 Adobe Email Usage Study2019 Adobe Email Usage Study
2019 Adobe Email Usage StudyAdobe
 
2019 Adobe Creativity Scholars
2019 Adobe Creativity Scholars2019 Adobe Creativity Scholars
2019 Adobe Creativity ScholarsAdobe
 
Paperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small BusinessesPaperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small BusinessesAdobe
 
Paperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small BusinessesPaperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small BusinessesAdobe
 
Adobe Digital Insights -- Prime Day Results 2019
Adobe Digital Insights -- Prime Day Results 2019Adobe Digital Insights -- Prime Day Results 2019
Adobe Digital Insights -- Prime Day Results 2019Adobe
 
Adobe Digital Insights -- Podcast & Audiobook Insights 2019
Adobe Digital Insights -- Podcast & Audiobook Insights 2019Adobe Digital Insights -- Podcast & Audiobook Insights 2019
Adobe Digital Insights -- Podcast & Audiobook Insights 2019Adobe
 
Emoji Trend Report 2019
Emoji Trend Report 2019Emoji Trend Report 2019
Emoji Trend Report 2019Adobe
 

More from Adobe (20)

The Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationThe Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital Transformation
 
Sundance Ignite Fellows
Sundance Ignite FellowsSundance Ignite Fellows
Sundance Ignite Fellows
 
The Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudThe Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document Cloud
 
Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019
 
ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020
 
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterFive Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
 
No Happy Holidays for Seasonal Employees
 No Happy Holidays for Seasonal Employees No Happy Holidays for Seasonal Employees
No Happy Holidays for Seasonal Employees
 
Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019
 
Adobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping Predictions
 
ADI -- Digital Divide 2019
ADI -- Digital Divide 2019ADI -- Digital Divide 2019
ADI -- Digital Divide 2019
 
AdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking Insights
 
Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019
 
Adobe Creative Confidence & Expression Report
Adobe Creative Confidence & Expression ReportAdobe Creative Confidence & Expression Report
Adobe Creative Confidence & Expression Report
 
2019 Adobe Email Usage Study
2019 Adobe Email Usage Study2019 Adobe Email Usage Study
2019 Adobe Email Usage Study
 
2019 Adobe Creativity Scholars
2019 Adobe Creativity Scholars2019 Adobe Creativity Scholars
2019 Adobe Creativity Scholars
 
Paperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small BusinessesPaperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small Businesses
 
Paperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small BusinessesPaperwork Kills Productivity for Small Businesses
Paperwork Kills Productivity for Small Businesses
 
Adobe Digital Insights -- Prime Day Results 2019
Adobe Digital Insights -- Prime Day Results 2019Adobe Digital Insights -- Prime Day Results 2019
Adobe Digital Insights -- Prime Day Results 2019
 
Adobe Digital Insights -- Podcast & Audiobook Insights 2019
Adobe Digital Insights -- Podcast & Audiobook Insights 2019Adobe Digital Insights -- Podcast & Audiobook Insights 2019
Adobe Digital Insights -- Podcast & Audiobook Insights 2019
 
Emoji Trend Report 2019
Emoji Trend Report 2019Emoji Trend Report 2019
Emoji Trend Report 2019
 

Recently uploaded

Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentPim van der Noll
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...Wes McKinney
 
Landscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfLandscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfAarwolf Industries LLC
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Nikki Chapple
 
Infrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsInfrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsYoss Cohen
 
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxGenerative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxfnnc6jmgwh
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFMichael Gough
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesThousandEyes
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Strongerpanagenda
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesKari Kakkonen
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityIES VE
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Hiroshi SHIBATA
 
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotesMuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotesManik S Magar
 
Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Farhan Tariq
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...Nikki Chapple
 
Zeshan Sattar- Assessing the skill requirements and industry expectations for...
Zeshan Sattar- Assessing the skill requirements and industry expectations for...Zeshan Sattar- Assessing the skill requirements and industry expectations for...
Zeshan Sattar- Assessing the skill requirements and industry expectations for...itnewsafrica
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfIngrid Airi González
 
A Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software DevelopersA Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software DevelopersNicole Novielli
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...BookNet Canada
 
Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security ObservabilityGlenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security Observabilityitnewsafrica
 

Recently uploaded (20)

Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
 
Landscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdfLandscape Catalogue 2024 Australia-1.pdf
Landscape Catalogue 2024 Australia-1.pdf
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
 
Infrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsInfrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platforms
 
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxGenerative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDF
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examples
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a reality
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024
 
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotesMuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
 
Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
Microsoft 365 Copilot: How to boost your productivity with AI – Part two: Dat...
 
Zeshan Sattar- Assessing the skill requirements and industry expectations for...
Zeshan Sattar- Assessing the skill requirements and industry expectations for...Zeshan Sattar- Assessing the skill requirements and industry expectations for...
Zeshan Sattar- Assessing the skill requirements and industry expectations for...
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdf
 
A Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software DevelopersA Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software Developers
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
 
Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security ObservabilityGlenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
 

Human Creativity in the Age of Artificial Intelligence

  • 1. Human Creativity in the Age of Artificial Intelligence A look at the evolving relationship between creativity and technology. Where does your creative inspiration come from? How important do you think AI and machine learning will be for creative professionals? Artificial intelligence reinforces the value of human creativity. AI and machine learning will enable even more powerful tools to handle the work that gets in the way of creativity. So what does this mean for human creativity in the age of AI? Most creatives are excited about AI and machine learning — if it helps them be more productive, explore new opportunities, and expand their creativity. Creativity is profoundly human. Creativity is a social interaction between the creative, the client, and the world. It’s problem solving. It’s a process. It needs to evoke a reaction. It’s not just what you create, but why you create it. Creativity is a journey. It’s a lifelong pursuit. Tedious non-creative tasks get in the way. 75 creative professionals told us: How they create and how their work has evolved What are the opportunities and pain points What role technology plays in their creative process Where AI and machine learning can help Emerging technologies, especially artificial intelligence (AI) and machine learning (ML), continue to evolve rapidly, and promise to change the ways creatives work and the work they create. Adobe commissioned Pfeiffer Consulting to interview creative professionals in the U.S., Germany, and the UK, including freelancers and representatives of digital agencies, to learn more. Personal 28% say from art, books, films, and other media 74% of creatives said more than half of their time is spent on repetitive, uncreative tasks. 76% of respondents believe their creative possibilities are increasing. Connective 30% say online via Behance, Instagram, Pinterest, etc. Environmental 35% say nature or from their community Do you believe your work has become more complex? How afraid are you that AI could threaten your job? They have some concerns: They see more possibilities: What do you find tedious in your work? AI has the potential to free up time for creativity. AI can take on time-consuming work — such as finding assets, handling tasks, and streamlining processes — giving creatives more time and energy for invention, imagination, and ideation. Read how AI can amplify human creativity. Creatives need to direct and drive the creative process. Though they don’t yet understand how AI and machine learning will impact them, most see the need to adapt. Creatives aren’t afraid machines will replace them — they’re more concerned about creative control and preserving originality. Will it homogenize creative output? Will it go beyond what I want it to do, or intrude in my creative process? Will it make things too easy, devaluing human creative skills? Could it copy and duplicate my personal style? It could teach me how to use new features. It could recommend the right tools to handle tasks. It could help validate uniqueness of designs. It could recommend stock images, videos or fonts for a project. It could help me get to a given result faster. It could test creative for different uses. It could test emotional response to my work. It could produce variations of a design for different channels. Extremely 20% Extremely 9% BUT Quite a lot 34% Quite a lot 7% A little bit 13% A little bit 19% Not at all 13% Not at all 54% Client-related issues 8% Administrative tasks 15% Solving technical issues 19% Process management 24% Repetitive, uninspiring work 34% To some extent 20% To some extent 11% Creatives want tools that help them get the job done. 72% say computers and software are extremely or very efficient in making creativity happen. They expect technology to: Execute projects To do so without getting in the way. Make their life easier To simplify complexity and handle time-consuming tasks. Make them more productive To smooth the flow from inspiration to completed work. Extremely 35% Quite a lot 27% A little bit 7% Not at all 4% To some extent 27% Creatives see AI’s potential to reduce tedious processes. How interested are you in an AI assistant that would: After seeing examples, 85% were very interested in Adobe Sensei — the AI and machine learning technology from Adobe. Reduce drudgery in work 89% Teach new features 81% Assist with image search 77% Evaluate audience response 52% Provide creative variations 42% Read the full Pfeiffer report The vast majority of creatives work in multiple roles —  and know they need to constantly evolve and master new skills to keep up. Most creatives were not worried that AI will replace them.