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by BIZONGO
AI Trends
in Creative
Operations
2024
Introduction
Methodology
Chapter 1: Creative teams are AI-aware
Chapter 2: The 2024 AI tsunami
These teams know their AI
…and there’s widespread use too!
They really love their ChatGPT
AI use within creative teams will see an uptick in 2024
Business leaders are miles ahead
Teams want an AI tool, stat
Chapter 3: But, is it going to replace us?
AI is not going to impact team size in 2024
Some AI inhibitions still do exist
Chapter 4: The AI outlook
Conclusion: AI isn’t a fad
Up your AI game in 2024
Creatives want to save time with AI
Creative operations teams want to boost productivity
03
05
08
09
09
10
11
12
14
16
17
18
19
21
22
23
25
28
AI Trends in Creative Operations 2024 03
It’s predicted that the global AI market will see a compound growth
rate of 36.62% by 2025. AI is also poised to add $15.7 trillion to the
global economy by 2030. More use cases and applications are being
identi?ed for AI on the regular.
With more information coming out every day, creative teams the world
over are still learning about the impact of AI on their day-to-day lives.
While it's undeniable that AI can revolutionize creative operations, will
it reshape the very fabric of the creative landscape?
The Arti?cial
Intelligence (AI)
wave is sweeping the
world — are you riding
it or watching from
the shore?
AI Trends in Creative Operations 2024 04
It is to answer this question that we
surveyed marketing and creative leaders
across the globe. Over 100 creative
operations leaders from the United States,
United Kingdom, India, Italy, Thailand, and
more have helped answer our biggest
questions:
If you’re serious about staying ahead of
the curve in creative operations, this
report is for you.
Let’s dive in!
Is AI here to stay?
How can one use AI
in creative operations?
Is workforce size going
to be affected?
Which industries will be
impacted the most?
Methodology
To understand the impact of AI on creative
operations, we analyzed the data points from a
month-long survey where marketing and creative
leaders across the globe answered questions on
which AI trends were seeing an uplift as we
approach 2024.
While other participating teams included Design
(visual and product) and Brand, we ensured that
every respondent considered for the ?nal data
points and insight belonged to the Creative
Operations scope one way or the other.
AI Trends in Creative Operations 2024 05
Creative operations
Design
3.3%
7.7%
Brand
13.2%
Marketing
39.6%
Sales
34.4%
Marketing teams
Predominant respondents
39.1% Creative Operations professionals
35.9%
AI Trends in Creative Operations 2024 06
To get the most well-rounded
perspective on AI’s impact
across businesses, we surveyed
teams from a diverse range of
industries such as Food and
Beverages, Direct to Consumer,
Media and Entertainment,
Software, and more.
12% of these
businesses
also have
a revenue
upwards
of $1 billion.
6.4%
6.4%
Retail
5.3%
4.3%
4.3%
3.2% Software
20.4%
Advertising
2.1%
Automotive
1.1%
Gaming
1.1%
Internet
1.1%
Media &
entertainment
16%
Food & beverages
11.7%
Direct to consumer
7.4%
Healthcare
Manufacturing
Education
Financial services
Personal care
Agency
6.4%
Finally, to completely understand the C-Suite and
marketing leaders’ outlook towards AI, we ensured a
majority of our data points were from those in
leadership and middle management.
Respondents are supervisors and department
heads reporting to the top management level.
Business Leader
43%
Respondents are Vice Presidents, Directors,
or in the C-Suite, usually in upper management.
Middle Management
40.9%
AI Trends in Creative Operations 2024 07
AI is no longer restricted to science ?ction and
computer scientists. It has very much entered the
day-to-day lexicon of creative operations teams.
Creative teams
are AI-aware
Chapter 1:
AI Trends in Creative Operations 2024 08
AI Trends in Creative Operations 2024 09
A staggering 76.3% of respondents claim they know just
enough about AI to use it and 17.2% also claim they are an
expert in AI terminology. However, a fraction 6.5% of
creative teams still seem to be unfamiliar with AI.
These teams know their AI
Know just enough
76.3%
Expert
17.2%
Unfamiliar
6.5%
With several AI tools already in mainstream use,
AI is seeing widespread takers amongst creative
operations teams.
Learning about AI
51.6%
Using paid AI
21.1%
Evaluating paid AI
9.5%
We also have some experts
…and there’s
widespread use too!
who know their AI really, really well.
27.8%
of Marketing teams
12.5%
of Creative Operations
teams
Using free AI
17.9%
They really love
their ChatGPT
AI Trends in Creative Operations 2024 10
When asked about which tool they use the most for
creative work, an overwhelming majority (83%) voted
for ChatGPT, with Midjourney, Bard, and Jasper
trailing close behind.
ChatGPT
Midjourney
Bard
Jasper
DALL-E
Writesonic
Hypotenuse
Hubspot AI
Coohom
Topaz
Gigapixel
Adobe
AI tools
Workfront
“The most frequently used tool to this
day for our team is ChatGPT. We’ve used
it extensively for all kinds of things: email
marketing content, blog content and
outlines, and sometimes social media copy,
especially with their newest update
expanding the tool’s data access beyond
its earlier September 2021 cutoff.
However, I’ve also tried Google Bard AI,
which I really liked, and thus made me
understand further that the AI tools will
keep on coming, each better than the last
one. As such, I try to stay informed of the
news to ensure I don’t fall behind in the
most fast-paced environment.”
Kajetan Wyrzykowski
Head of Marketing, Alphamoon
The AI tsunami is coming! Which is amusing
because AI can also apparently detect early signs
of a tsunami. So meta.
The 2024
AI tsunami
Chapter 2:
AI Trends in Creative Operations 2024 11
AI use within creative teams
will see an uptick in 2024
As much as teams adore and use AI tools like ChatGPT, their
day-to-day tasks are not as AI-enabled as one would assume.
In fact, more than half of the creative teams we surveyed
(53.8%) mentioned that less than 25% of their current tasks
are AI-enabled.
AI Trends in Creative Operations 2024 12
None
0%
20%
40%
60%
Over 75% Not sure
Less
than 25%
Between
25% and 50%
Between
50% and 75%
In 2024 however, this shows a marginal
change. The number of people believing
that only a quarter of their tasks will be
AI-enabled has come down to 44.1% and
those believing that less than half their
tasks will become AI-powered has
increased to 34.4% from 14%.
2023
2024
AI Trends in Creative Operations 2024 13
AI-enabled tasks in
Creative Operations teams
“In 2024, I anticipate an increase in
AI-enabled tasks within my company.
This growth is primarily driven by our
commitment to staying at the forefront of
technological advancements and our
dedication to meeting our clients' evolving
needs as they seek to stay current with
industry trends. However, it’s also because
AI integration is coming, and though I,
personally, approach AI with trepidation,
it is better to understand the “enemy”
than ignore it.”
Sid Curtis
Creative Director, Manor Hill Productions
claim that none
of their tasks are
AI-enabled
believe that their day-to-day
tasks will become AI-enabled
39.4%
84.8%
2023 2024
AI Trends in Creative Operations 2024 14
We are evaluating AI-enabled tools to buy one for the team
We only use free generative AI and have no plans to buy paid tools
We’re already using paid AI-enabled tools
We’re learning how AI could potentially bene?t us
Individual contributor
0% 25% 50% 75% 100%
Middle management
Leader
Business leaders
are miles ahead
Of all survey respondents, Business Leaders and Middle
Management both seem to be aware of AI and its bene?ts.
More than half of both groups surveyed are seeking
knowledge already about how AI can bene?t their teams.
AI Trends in Creative Operations 2024 15
While the individual contributors surveyed
stick to free generative AI tools, it’s clear from
the Middle Management and Business Leader
cohorts that the top brass in most organizations
is gearing up to see how AI can bene?t them in
2024.
And in some cases, they’re using paid AI tools
already!
Additionally, nearly 40% of the Business Leaders
who took this survey attend in-person events and
conferences for upskilling on AI while others prefer
blog posts, podcasts, and webinars.
These ?ndings prove
to us that business leaders
have AI as a cornerstone
of their 2024 vision.
Who’s using paid AI tools?
of Middle
Management
of Business
Leaders
26.8%
21.1%
AI Trends in Creative Operations 2024 16
Teams want
an AI tool, stat
33%
Digital asset
management
software
25.3%
Proofreading
tools
19.8%
AI-based ad
personalization
software
While there are a number of tools
that creative operations teams
wish to implement in 2024,
it’s generative AI that tops
the list at 60.4%.
If you’re looking for some of these in
your 2024 tech stack…
Artwork Flow helps you with
AI-driven creative operations, work?ow
automation for project management,
a centralized DAM, and so much more!
60.4%
Generative AI tools 39.6%
Creative production
software
41.8%
Social media management
and analytics tools
41.8%
Project management
tools
AI Trends in Creative Operations 2024 17
A loaded question, and a very common one at
that. Let’s see what our respondents had to say.
But, is it going
to replace us?
Chapter 3:
AI Trends in Creative Operations 2024 18
AI is not going
to impact team
size in 2024
Relieving to hear, right?
A staggering 77.4% of our survey takers
believe that AI is not going to affect team
size in any way.
One interesting statistic though, is that 30% of the leadership respondents on the list
mentioned that AI might decrease team size. However, it’s the companies with an annual
revenue of less than $1 million that foresee a decrease in team size. The bigger companies do
not think AI will impact workforce size.
This is an interesting tidbit, considering the ones with lower ARR are also probably facing hiring
freezes and budget cuts in this economy and need to be scrappy about their creative content.
77.4%
No change in
the team size
Increase
team size
Decrease
team size
17.2%
5.4%
AI Trends in Creative Operations 2024 19
Some AI
inhibitions
still do exist
It’s not all rosy in the creative operations world, though.
33% still believe that the fear of it replacing creatives is
the main inhibiting factor for their teams when it comes
to AI implementation.
The most popular response (48.9%)
on this survey was that creatives do
not have enough resources to
understand AI. Other important
reasons such as copyright violations
and inaccuracy of information trailed
close behind.
Of all the industries we surveyed, the
most unanimous and conclusive data
on inhibitions were from Media and
Entertainment, Software, and Food
and Beverages.
Media & entertainment
0% 25% 50% 75% 100%
Software
Food & beverages
Copyright violations
Not enough resources
Inaccurate
Replaces creatives
“Time is a non-renewable resource and
there’s only so much time in the day to
devote to learning a new technology that
may or may not help improve my
productivity or work product. We have to
prioritize our time where we know there’s
less risk.”
Lisa Caras
Marketing Director, Jones Dairy Farm
AI Trends in Creative Operations 2024 20
There are always risks associated with AI tools when it comes
to content generation. Copyright violations being a big inhibition
highlights the need for clear guidelines on how to use AI
ethically.
Media & entertainment
The Software industry has the most number of people claiming
AI provides inaccurate information. A side effect of being in tech
is knowing exactly how trending technology works so this doesn’t
come as a big surprise.
Software
Interestingly, the Food and Beverages industry’s main inhibition (50%)
is that there aren’t enough resources to understand AI. This also bleeds
into their second highest inhibition that AI could replace creatives
rather than help improve creative output.
As Lisa Caras, Marketing Manager at Jones Dairy Farm — an Artwork Flow
customer — says, time is also a resource and her biggest inhibiting factor
is “the time to learn AI.”
Food and Beverages
AI Trends in Creative Operations 2024 21
As AI continues to shape our world, what are
creative teams most looking forward to with AI?
The AI outlook
Chapter 4:
AI Trends in Creative Operations 2024 22
Creatives want
to save time with AI
90.4%
40.4%
27.7%
Save time spent on
mundane day-to-day tasks
Create a
new revenue
stream
38.3%
Save money to
work through
budget cuts
Increase revenue
Time is de?nitely a non-renewable resource
and the major pain point an average creative
operations team wants to solve is time.
A staggering 90.4% of
respondents believe that
AI can help them save
time. Other bene?ts
they see for AI include
increasing revenue and
saving money.
We started this report by quoting another study on how AI
will contribute $15.7 trillion to the global economy. If the
predictions by our respondents were to come true, so too
would this metric
AI Trends in Creative Operations 2024 23
Creative
operations teams
want to boost
productivity
Our conversations with creatives have
unveiled one key piece of information:
A majority of their day-to-day tasks go into
administrative work such as meetings and
emails, revisions and endless iterative
reviews, and collaborative bottlenecks.
Our research indicates that creative operations
teams are majorly looking for solutions to
create ?rst drafts, reduce grunt work, and
increase team productivity.
Does this mean creative work
is destined to involve the most
brutal grunt work possible?
No.
AI Trends in Creative Operations 2024 24
“We enjoy using AI to brainstorm content
ideas, but we've learned that for writing
content, it's not advanced enough to copy
and paste. Customers can't resonate with
words that sound robotic – we aim to
capture our brand tone and splash our
content with personality – something AI
can't do yet.
On the other hand, we enjoy prompting the
AI software with questions about our target
audience and common questions about our
industry for fresh content ideas on the ?y.”
Julia Kahlig-Garuba
Founder & CEO, Herb & Root
Going by these statistics, it is clear that creative
operations teams view AI as a productivity booster,
an assistant to delegate mundane tasks to so they
can focus on strategic decision-making.
66%
62.8% 60.6%
58.5%
38.3%
26.6%
26.6%
21.3%
Conduct
market research
Identify the best-performing
creatives through number
chruching
Run personalised
ads
Manage and mapping
resources
Increase team
productivity
Create ?rst drafts
Generate design
ideas
Automate grunt
work
AI Trends in Creative Operations 2024 25
The results of this survey have proved to us
that AI isn’t just having a moment, it’s the
movement.
AI isn’t a fad
Conclusion:
The AI wave rose to the mainstream in 2023,
leading brands around the world to stand up
and take notice.
We’ve all seen several technologies come and
go. They are usually touted to have a major
impact on life as we know it but not all of
them succeed ultimately.
AI Trends in Creative Operations 2024 26
Is AI having
a ?eeting moment
or is it the movement?
Our survey indicates that it is the latter.
Nearly 48% of Business Leaders and Supervisors
already invest in paid AI tools.
AI is an emerging technology that most Business Leaders
are either evaluating or already investing in.
Executives de?nitely think that AI has potential and
can revolutionize business as we know it.
While inhibitions do exist about AI, this survey has made
it clear to us that the technology will mainly help
creative teams boost productivity, eliminate grunt work,
and save time.
“I think we're quite early in the AI
adoption story to kind of start really using
these technologies in a public-facing way.
That being said, when we ran our AI pilot
for Midjourney, what we found was that
it's absolutely fantastic as a co-pilot for
creatives. So if you want a creative to
really think outside the box or to reframe
a problem, it's amazing at ideation and
discovery.”
Mark Brady
Global Solutions Head, Hubspot
It will continue being a co-pilot for creatives, and as a rapidly
evolving technology, perhaps we will be introduced to newer
and more sophisticated AI models that can do way more than
their current versions can.
AI Trends in Creative Operations 2024 27
AI is not a fad. It is going to disrupt the market and is your
ticket to competitive advantage. We need to trust the early
movers and take a plunge.
The technology may not go away any time soon and it’s time
for all global brands to help their creative teams get their
time back by embracing AI in however miniscule a form.
Onwards and upwards!
Oh, and…
Welcome to the team, AI!
Our advice to growing
brands still on the fence
about AI
AI Trends in Creative Operations 2024 28
Up your AI
game in 2024
Implementing AI will de?nitely help your brand reap
bene?ts and get a competitive advantage. Helping
brands grow with AI-native features is our thing, so
here’s how we can help.
Design and
scale creatives
Use AI to get unlimited
variations of a creative in
different sizes, languages,
and design formats.
Comply with
brand guidelines
Create rules for your
images, typography, and
colors and ?ag compliance
errors — it’s customizable
and accurate!
Proofread across
160 formats
Use AI-enabled smart
proo?ng to review ?les
across different formats.
Yes, we proof videos too.
Build complex
work?ows to scale
Accelerate project launches
with customizable
work?ows and checklists.
Identify bottlenecks in
seconds and go to market
faster.
Sort assets
your way
Use custom metadata and
AI-generated smart tags to
categorize and ?nd your
brand assets.
Give your brand
a digital home
Take care of your brand
end to end with Artwork
Flow’s digital asset
management and
creative operations
features.
Talk to one
of our product
experts today
for a 20-minute
no-obligation demo!
Talk to us
Trusted by AI-aware
marketers across the globe

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The Artificial Intelligence (AI) wave is sweeping the world — are you riding it or watching from the shore

  • 1. by BIZONGO AI Trends in Creative Operations 2024
  • 2. Introduction Methodology Chapter 1: Creative teams are AI-aware Chapter 2: The 2024 AI tsunami These teams know their AI …and there’s widespread use too! They really love their ChatGPT AI use within creative teams will see an uptick in 2024 Business leaders are miles ahead Teams want an AI tool, stat Chapter 3: But, is it going to replace us? AI is not going to impact team size in 2024 Some AI inhibitions still do exist Chapter 4: The AI outlook Conclusion: AI isn’t a fad Up your AI game in 2024 Creatives want to save time with AI Creative operations teams want to boost productivity 03 05 08 09 09 10 11 12 14 16 17 18 19 21 22 23 25 28
  • 3. AI Trends in Creative Operations 2024 03 It’s predicted that the global AI market will see a compound growth rate of 36.62% by 2025. AI is also poised to add $15.7 trillion to the global economy by 2030. More use cases and applications are being identi?ed for AI on the regular. With more information coming out every day, creative teams the world over are still learning about the impact of AI on their day-to-day lives. While it's undeniable that AI can revolutionize creative operations, will it reshape the very fabric of the creative landscape? The Arti?cial Intelligence (AI) wave is sweeping the world — are you riding it or watching from the shore?
  • 4. AI Trends in Creative Operations 2024 04 It is to answer this question that we surveyed marketing and creative leaders across the globe. Over 100 creative operations leaders from the United States, United Kingdom, India, Italy, Thailand, and more have helped answer our biggest questions: If you’re serious about staying ahead of the curve in creative operations, this report is for you. Let’s dive in! Is AI here to stay? How can one use AI in creative operations? Is workforce size going to be affected? Which industries will be impacted the most?
  • 5. Methodology To understand the impact of AI on creative operations, we analyzed the data points from a month-long survey where marketing and creative leaders across the globe answered questions on which AI trends were seeing an uplift as we approach 2024. While other participating teams included Design (visual and product) and Brand, we ensured that every respondent considered for the ?nal data points and insight belonged to the Creative Operations scope one way or the other. AI Trends in Creative Operations 2024 05 Creative operations Design 3.3% 7.7% Brand 13.2% Marketing 39.6% Sales 34.4% Marketing teams Predominant respondents 39.1% Creative Operations professionals 35.9%
  • 6. AI Trends in Creative Operations 2024 06 To get the most well-rounded perspective on AI’s impact across businesses, we surveyed teams from a diverse range of industries such as Food and Beverages, Direct to Consumer, Media and Entertainment, Software, and more. 12% of these businesses also have a revenue upwards of $1 billion. 6.4% 6.4% Retail 5.3% 4.3% 4.3% 3.2% Software 20.4% Advertising 2.1% Automotive 1.1% Gaming 1.1% Internet 1.1% Media & entertainment 16% Food & beverages 11.7% Direct to consumer 7.4% Healthcare Manufacturing Education Financial services Personal care Agency 6.4%
  • 7. Finally, to completely understand the C-Suite and marketing leaders’ outlook towards AI, we ensured a majority of our data points were from those in leadership and middle management. Respondents are supervisors and department heads reporting to the top management level. Business Leader 43% Respondents are Vice Presidents, Directors, or in the C-Suite, usually in upper management. Middle Management 40.9% AI Trends in Creative Operations 2024 07
  • 8. AI is no longer restricted to science ?ction and computer scientists. It has very much entered the day-to-day lexicon of creative operations teams. Creative teams are AI-aware Chapter 1: AI Trends in Creative Operations 2024 08
  • 9. AI Trends in Creative Operations 2024 09 A staggering 76.3% of respondents claim they know just enough about AI to use it and 17.2% also claim they are an expert in AI terminology. However, a fraction 6.5% of creative teams still seem to be unfamiliar with AI. These teams know their AI Know just enough 76.3% Expert 17.2% Unfamiliar 6.5% With several AI tools already in mainstream use, AI is seeing widespread takers amongst creative operations teams. Learning about AI 51.6% Using paid AI 21.1% Evaluating paid AI 9.5% We also have some experts …and there’s widespread use too! who know their AI really, really well. 27.8% of Marketing teams 12.5% of Creative Operations teams Using free AI 17.9%
  • 10. They really love their ChatGPT AI Trends in Creative Operations 2024 10 When asked about which tool they use the most for creative work, an overwhelming majority (83%) voted for ChatGPT, with Midjourney, Bard, and Jasper trailing close behind. ChatGPT Midjourney Bard Jasper DALL-E Writesonic Hypotenuse Hubspot AI Coohom Topaz Gigapixel Adobe AI tools Workfront “The most frequently used tool to this day for our team is ChatGPT. We’ve used it extensively for all kinds of things: email marketing content, blog content and outlines, and sometimes social media copy, especially with their newest update expanding the tool’s data access beyond its earlier September 2021 cutoff. However, I’ve also tried Google Bard AI, which I really liked, and thus made me understand further that the AI tools will keep on coming, each better than the last one. As such, I try to stay informed of the news to ensure I don’t fall behind in the most fast-paced environment.” Kajetan Wyrzykowski Head of Marketing, Alphamoon
  • 11. The AI tsunami is coming! Which is amusing because AI can also apparently detect early signs of a tsunami. So meta. The 2024 AI tsunami Chapter 2: AI Trends in Creative Operations 2024 11
  • 12. AI use within creative teams will see an uptick in 2024 As much as teams adore and use AI tools like ChatGPT, their day-to-day tasks are not as AI-enabled as one would assume. In fact, more than half of the creative teams we surveyed (53.8%) mentioned that less than 25% of their current tasks are AI-enabled. AI Trends in Creative Operations 2024 12 None 0% 20% 40% 60% Over 75% Not sure Less than 25% Between 25% and 50% Between 50% and 75% In 2024 however, this shows a marginal change. The number of people believing that only a quarter of their tasks will be AI-enabled has come down to 44.1% and those believing that less than half their tasks will become AI-powered has increased to 34.4% from 14%. 2023 2024
  • 13. AI Trends in Creative Operations 2024 13 AI-enabled tasks in Creative Operations teams “In 2024, I anticipate an increase in AI-enabled tasks within my company. This growth is primarily driven by our commitment to staying at the forefront of technological advancements and our dedication to meeting our clients' evolving needs as they seek to stay current with industry trends. However, it’s also because AI integration is coming, and though I, personally, approach AI with trepidation, it is better to understand the “enemy” than ignore it.” Sid Curtis Creative Director, Manor Hill Productions claim that none of their tasks are AI-enabled believe that their day-to-day tasks will become AI-enabled 39.4% 84.8% 2023 2024
  • 14. AI Trends in Creative Operations 2024 14 We are evaluating AI-enabled tools to buy one for the team We only use free generative AI and have no plans to buy paid tools We’re already using paid AI-enabled tools We’re learning how AI could potentially bene?t us Individual contributor 0% 25% 50% 75% 100% Middle management Leader Business leaders are miles ahead Of all survey respondents, Business Leaders and Middle Management both seem to be aware of AI and its bene?ts. More than half of both groups surveyed are seeking knowledge already about how AI can bene?t their teams.
  • 15. AI Trends in Creative Operations 2024 15 While the individual contributors surveyed stick to free generative AI tools, it’s clear from the Middle Management and Business Leader cohorts that the top brass in most organizations is gearing up to see how AI can bene?t them in 2024. And in some cases, they’re using paid AI tools already! Additionally, nearly 40% of the Business Leaders who took this survey attend in-person events and conferences for upskilling on AI while others prefer blog posts, podcasts, and webinars. These ?ndings prove to us that business leaders have AI as a cornerstone of their 2024 vision. Who’s using paid AI tools? of Middle Management of Business Leaders 26.8% 21.1%
  • 16. AI Trends in Creative Operations 2024 16 Teams want an AI tool, stat 33% Digital asset management software 25.3% Proofreading tools 19.8% AI-based ad personalization software While there are a number of tools that creative operations teams wish to implement in 2024, it’s generative AI that tops the list at 60.4%. If you’re looking for some of these in your 2024 tech stack… Artwork Flow helps you with AI-driven creative operations, work?ow automation for project management, a centralized DAM, and so much more! 60.4% Generative AI tools 39.6% Creative production software 41.8% Social media management and analytics tools 41.8% Project management tools
  • 17. AI Trends in Creative Operations 2024 17 A loaded question, and a very common one at that. Let’s see what our respondents had to say. But, is it going to replace us? Chapter 3:
  • 18. AI Trends in Creative Operations 2024 18 AI is not going to impact team size in 2024 Relieving to hear, right? A staggering 77.4% of our survey takers believe that AI is not going to affect team size in any way. One interesting statistic though, is that 30% of the leadership respondents on the list mentioned that AI might decrease team size. However, it’s the companies with an annual revenue of less than $1 million that foresee a decrease in team size. The bigger companies do not think AI will impact workforce size. This is an interesting tidbit, considering the ones with lower ARR are also probably facing hiring freezes and budget cuts in this economy and need to be scrappy about their creative content. 77.4% No change in the team size Increase team size Decrease team size 17.2% 5.4%
  • 19. AI Trends in Creative Operations 2024 19 Some AI inhibitions still do exist It’s not all rosy in the creative operations world, though. 33% still believe that the fear of it replacing creatives is the main inhibiting factor for their teams when it comes to AI implementation. The most popular response (48.9%) on this survey was that creatives do not have enough resources to understand AI. Other important reasons such as copyright violations and inaccuracy of information trailed close behind. Of all the industries we surveyed, the most unanimous and conclusive data on inhibitions were from Media and Entertainment, Software, and Food and Beverages. Media & entertainment 0% 25% 50% 75% 100% Software Food & beverages Copyright violations Not enough resources Inaccurate Replaces creatives
  • 20. “Time is a non-renewable resource and there’s only so much time in the day to devote to learning a new technology that may or may not help improve my productivity or work product. We have to prioritize our time where we know there’s less risk.” Lisa Caras Marketing Director, Jones Dairy Farm AI Trends in Creative Operations 2024 20 There are always risks associated with AI tools when it comes to content generation. Copyright violations being a big inhibition highlights the need for clear guidelines on how to use AI ethically. Media & entertainment The Software industry has the most number of people claiming AI provides inaccurate information. A side effect of being in tech is knowing exactly how trending technology works so this doesn’t come as a big surprise. Software Interestingly, the Food and Beverages industry’s main inhibition (50%) is that there aren’t enough resources to understand AI. This also bleeds into their second highest inhibition that AI could replace creatives rather than help improve creative output. As Lisa Caras, Marketing Manager at Jones Dairy Farm — an Artwork Flow customer — says, time is also a resource and her biggest inhibiting factor is “the time to learn AI.” Food and Beverages
  • 21. AI Trends in Creative Operations 2024 21 As AI continues to shape our world, what are creative teams most looking forward to with AI? The AI outlook Chapter 4:
  • 22. AI Trends in Creative Operations 2024 22 Creatives want to save time with AI 90.4% 40.4% 27.7% Save time spent on mundane day-to-day tasks Create a new revenue stream 38.3% Save money to work through budget cuts Increase revenue Time is de?nitely a non-renewable resource and the major pain point an average creative operations team wants to solve is time. A staggering 90.4% of respondents believe that AI can help them save time. Other bene?ts they see for AI include increasing revenue and saving money. We started this report by quoting another study on how AI will contribute $15.7 trillion to the global economy. If the predictions by our respondents were to come true, so too would this metric
  • 23. AI Trends in Creative Operations 2024 23 Creative operations teams want to boost productivity Our conversations with creatives have unveiled one key piece of information: A majority of their day-to-day tasks go into administrative work such as meetings and emails, revisions and endless iterative reviews, and collaborative bottlenecks. Our research indicates that creative operations teams are majorly looking for solutions to create ?rst drafts, reduce grunt work, and increase team productivity. Does this mean creative work is destined to involve the most brutal grunt work possible? No.
  • 24. AI Trends in Creative Operations 2024 24 “We enjoy using AI to brainstorm content ideas, but we've learned that for writing content, it's not advanced enough to copy and paste. Customers can't resonate with words that sound robotic – we aim to capture our brand tone and splash our content with personality – something AI can't do yet. On the other hand, we enjoy prompting the AI software with questions about our target audience and common questions about our industry for fresh content ideas on the ?y.” Julia Kahlig-Garuba Founder & CEO, Herb & Root Going by these statistics, it is clear that creative operations teams view AI as a productivity booster, an assistant to delegate mundane tasks to so they can focus on strategic decision-making. 66% 62.8% 60.6% 58.5% 38.3% 26.6% 26.6% 21.3% Conduct market research Identify the best-performing creatives through number chruching Run personalised ads Manage and mapping resources Increase team productivity Create ?rst drafts Generate design ideas Automate grunt work
  • 25. AI Trends in Creative Operations 2024 25 The results of this survey have proved to us that AI isn’t just having a moment, it’s the movement. AI isn’t a fad Conclusion:
  • 26. The AI wave rose to the mainstream in 2023, leading brands around the world to stand up and take notice. We’ve all seen several technologies come and go. They are usually touted to have a major impact on life as we know it but not all of them succeed ultimately. AI Trends in Creative Operations 2024 26 Is AI having a ?eeting moment or is it the movement? Our survey indicates that it is the latter. Nearly 48% of Business Leaders and Supervisors already invest in paid AI tools. AI is an emerging technology that most Business Leaders are either evaluating or already investing in. Executives de?nitely think that AI has potential and can revolutionize business as we know it. While inhibitions do exist about AI, this survey has made it clear to us that the technology will mainly help creative teams boost productivity, eliminate grunt work, and save time.
  • 27. “I think we're quite early in the AI adoption story to kind of start really using these technologies in a public-facing way. That being said, when we ran our AI pilot for Midjourney, what we found was that it's absolutely fantastic as a co-pilot for creatives. So if you want a creative to really think outside the box or to reframe a problem, it's amazing at ideation and discovery.” Mark Brady Global Solutions Head, Hubspot It will continue being a co-pilot for creatives, and as a rapidly evolving technology, perhaps we will be introduced to newer and more sophisticated AI models that can do way more than their current versions can. AI Trends in Creative Operations 2024 27 AI is not a fad. It is going to disrupt the market and is your ticket to competitive advantage. We need to trust the early movers and take a plunge. The technology may not go away any time soon and it’s time for all global brands to help their creative teams get their time back by embracing AI in however miniscule a form. Onwards and upwards! Oh, and… Welcome to the team, AI! Our advice to growing brands still on the fence about AI
  • 28. AI Trends in Creative Operations 2024 28 Up your AI game in 2024 Implementing AI will de?nitely help your brand reap bene?ts and get a competitive advantage. Helping brands grow with AI-native features is our thing, so here’s how we can help. Design and scale creatives Use AI to get unlimited variations of a creative in different sizes, languages, and design formats. Comply with brand guidelines Create rules for your images, typography, and colors and ?ag compliance errors — it’s customizable and accurate! Proofread across 160 formats Use AI-enabled smart proo?ng to review ?les across different formats. Yes, we proof videos too. Build complex work?ows to scale Accelerate project launches with customizable work?ows and checklists. Identify bottlenecks in seconds and go to market faster. Sort assets your way Use custom metadata and AI-generated smart tags to categorize and ?nd your brand assets. Give your brand a digital home Take care of your brand end to end with Artwork Flow’s digital asset management and creative operations features. Talk to one of our product experts today for a 20-minute no-obligation demo! Talk to us
  • 29. Trusted by AI-aware marketers across the globe
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