Survey: Mixed feelings towards AI
June 22, 2023
Empower, the creative agency, has unveiled the results of a survey exploring the complex feelings within the creative industry towards artificial intelligence (AI). Over 200 creative professionals provided their insights, revealing a mix of excitement, curiosity, and concern regarding the role and implications of generative AI in their work.
“As we stand at the crossroads of technology, innovation, and artistic expression, understanding the thoughts and feelings of our creative professionals towards AI becomes a matter of critical importance,” said Ben Matthews, Co-Founder at Empower. “Our survey findings unveil the multi-layered emotional landscape that AI is triggering within the creative sector.”
A key finding from the study is the burgeoning presence of AI in the creative toolkit. Two-thirds of respondents reported having used generative AI in a personal context, while over 40 per cent have experimented with AI professionally. This paints a picture of an industry progressively turning to AI to enhance their creative process.
The growing presence of AI in the creative industry has not been met without apprehension. Half of the survey participants voiced concern about the impact of AI on their profession or industry. “The emergence of AI as a powerful tool in the creative industry has undeniably sparked a sense of disruption and unease among professionals,” the Empower spokesperson shared. “It’s vital that we, as an industry, acknowledge and address these concerns, ensuring we navigate this new terrain with strong ethical foundations.”
Over three-quarters (77 per cent) of respondents agreed that it is of moderate to high importance that creatives gain at least a basic understanding of generative AI. This consensus reflects an industry-wide understanding that the creative process is not being replaced by AI; rather, it’s undergoing an evolution, and most professionals are willing and ready to evolve along with it.
The survey also uncovered several perceived opportunities tied to AI-assisted creativity. Time-saving and efficiency emerged as significant advantages, with creatives expressing excitement about automating mundane tasks and freeing up more time to focus on the creative essence of their work.
Another advantage reported was AI’s potential role in overcoming the dreaded creative block. Respondents highlighted the capability of AI in sparking new ideas and providing starting points for new projects, thus fighting the ‘blank page’ effect.
Cost reduction, a significant concern for many companies, was also flagged as a potential advantage. By automating specific tasks, AI could significantly cut costs, making it an appealing tool for agencies looking to optimise their budgets.
The use of AI tools could lead to the development of new skills within the creative industries. Professionals could learn to manipulate AI tools and work alongside them, allowing for a shift towards more strategic roles.
Enhanced speed and volume of output is another potential boon. By enabling rapid testing of ideas at a low cost, AI could significantly boost productivity. This could result in a higher volume of work output, such as marketing copy, press releases, and customer query responses.
Not everyone is joining the AI chorus. Empower’s survey also highlighted a segment of respondents expressing scepticism, concern, or even resistance towards AI’s role in the creative process. The firm acknowledges these dissenting voices as a crucial part of the industry’s ongoing dialogue about AI integration.
Looking ahead, a significant 81 per cent of respondents are considering incorporating AI into their creative processes, signalling a robust future for AI-assisted creativity. However, in the midst of the excitement surrounding AI, a clear consensus around ethical implementation emerged. Transparency and accountability topped the list of most crucial factors in successful AI integration.