1. THE STATE OF
CREATIVITY
IN BUSINESS
WHO WHERE WHEN HOW
United States Sept. 11-18, 2017 Online survey
conducted via Advanis
600 creatives and
marketers who work at
agencies and brands
High content volume has
led to more complexity
Optimism about
Artificial Intelligence
Creatives and marketers
struggle to deliver on
personalization demands
Creatives and marketers
need more alignment
Use of in-house agencies
on the rise
TOP SURVEY
FINDINGS
Demand for streamlined
processes is increasing
What creatives are spending more time on today than 3-5 years ago Importance of collaborating
within design tools
How creatives are solving for the increase in content
and design production
15%
19%
29%
47%
69%
OUTSOURCING MORE TO AGENCIES
CREATING AN IN-HOUSE AGENCY
CONSOLIDATING THE NUMBER OF CREATIVE
TOOLS WE USE
HIRING MORE PEOPLE IN-HOUSE
USING MORE / DIFFERENT CREATIVE TOOLS
4%
2%
28%
60%
38%
40%
CREATING CONTENT
ONLINE COLLABORATION, ASSET SHARING, AND MANAGEMENT
ITERATING ON DESIGNS AND GETTING APPROVALS
MEETINGS / ADMINISTRATION
OTHER
NO CHANGE
55% of creatives say AI will not take over their job responsibilities*
How creatives see their use of artificial intelligence changing over the next five years
Importance of personalizing content and
designs across the customer journey
How well creatives and marketers say
their companies personalize content
STAYING THE SAME DECREASINGINCREASING I WON’T BE USING ARTIFICIAL INTELLIGENCE
OR MACHINE LEARNING IN THE NEXT FIVE YEARS
SAY IT’S IMPORTANT
Good
The amount of creative output
informed by data
LESS
THAN
16%
50%
26%
75%
45%
100%
8%
DON’T
KNOW
4%
How often marketers acquire creative
assets outside of the creative department
Aspects of the customer experience
impacted by data
ALL THE TIME OR OFTEN
CREATIVES*
MARKETERS
43% 67%
42% 58%
30% 37%
34% 36%
22% 28%
MARKETING CAMPAIGNS
BRAND AWARENESS
PURCHASE EXPERIENCE
PRODUCT DESIGN
UX/UI (OR OTHER CUSTOMER EXPERIENCE) DESIGN
MARKETING CAMPAIGNS
BRAND AWARENESS
PURCHASE EXPERIENCE
PRODUCT DESIGN
UX/UI (OR OTHER CUSTOMER EXPERIENCE) DESIGN
SOCIAL MEDIA CAMPAIGNS
GRAPHIC DESIGN WORK
WEBSITE DESIGN
BRAND CAMPAIGNS OR OTHER
CAMPAIGNS
PHOTOGRAPHY
38%
36%
35%
32%
24%
39% GRAPHIC DESIGN WORK
36% WEBSITE DESIGN
32% PHOTOGRAPHY
32% VIDEO
25%
BRAND CAMPAIGNS OR OTHER
CAMPAIGNS
Design work brands are
outsourcing to agencies most
Design work brands are bringing
back in-house
How creatives are solving
for the increase in content
CREATING AN IN-HOUSE AGENCY OUTSOURCING MORE TO AGENCIES
© 2017 Adobe Systems Incorporated. All Rights Reserved.
Methodology
Optimism about Artificial Intelligence
Creatives and marketers struggle to deliver on
personalization demands
Demand for streamlined processes is increasing
High content volume has led to more complexity
Creatives and marketers need more alignment
Use of in-house agencies on the rise
Change in amount of content being created in the
last 5 years
THE SAME DECREASEDINCREASED
65% 21% 14%
51%
Use of stock content in designs over the last 5 years
INCREASED OVER TIME DECREASED OVER TIMESTAYED THE SAME
51% 39% 10%
Creative workflows compared to 5 years ago
THE SAME MORE COMPLICATEDMORE SIMPLE
39%24% 37%
20% 4% 7%69%
IMPORTANTNOT IMPORTANT
9% 73%
70%
15%19%
AVERAGEPOOR
5% 20%
28%47%
EXCELLENTGOOD
55%
* THE INDIVIDUALS SURVEYED FOR THIS QUESTION ARE CREATIVE PRACTITIONERS, NOT CREATIVE MANAGEMENT