In November, we published our ‘AI in the Creative Industries’ report, which draws on insights from over 1,000 professionals and more than 68,000 data points. With this clear, data-driven view of where brands, agencies, and talent are in their transformation journey, the report presents a widening gap between enthusiasm and measurable impact. All this points to an open advantage for leaders willing to address the risks and concerns raised head-on while also building capability that lasts.
Here are the 10 key data points every leader should understand for smarter AI deployment in the year ahead:
1) 48% of businesses don’t measure the impact of AI at all, while 39% measure its success purely by increased output
Despite 94% use across the market, the actual impact of AI remains unclear - especially with nearly half of businesses not tracking the results of what AI is achieving. This lack of visibility makes it difficult to prove return on investment or refine how tools are used. Add to that, if businesses only measure these tools by their ability to do more, faster, they risk compromising the quality of the produced work. This could potentially have an adverse effect as “AI-slop” continues to over-saturate marketing and social channels.
Leaders who connect AI activity to defined outcomes will be better positioned to unlock long-term value. AI works best when it supports people and expands their capacity. In other words, businesses opt to focus on effectiveness instead of volume to maximise the strategic value behind ideas.
2) 76% of leaders see productivity and speed as the primary driver for AI adoption
Efficiency remains the dominant motivation of AI use among both leaders and talent. AI is helping teams move faster and get more done.
Yet, leaders should caution against cognitive offloading and thinking being delegated to these tools. Time saved through automation should be reinvested in deeper, more strategic creative work. The human qualities - judgement, curiosity, compassion, imagination - that elevate AI capabilities need cultivating if businesses truly want to unlock the value on offer.
3) 56% of businesses have no dedicated AI training or tools budget
Although creative and marketing teams are adopting AI at pace, the processes and skills needed to embed it effectively remain underdeveloped. This is further emphasised by many business leaders mentioning a lack of skills and cultural resistance as a major barrier against large-scale adoption and scalability, yet few have taken any meaningful action to overcome these barriers.
Investment in structured learning and training can no longer be viewed as optional, especially as tools become more sophisticated. Without the foundational understanding needed to integrate AI meaningfully into their workflows, many businesses will be stuck in limbo - where usage is high but long-term capability and transformation remain fragmented.
4) 60% of professionals say their employer encourages self-learning
Additionally, when upskilling gets outsourced to employees themselves it further exacerbates fragmented adoption. Many workers are aware of AI’s potential but feel unprepared to harness it; they need proper support and encouragement to excel amid the AI revolution. So, leaders willing to prioritise shared literacy and practical training will build confidence and consistency, resulting in far greater returns from the same tools.
5) 70% of permanent employees believe AI will positively support their future roles
Even with the gaps in training, optimism remains high among permanent talent. They understand AI will reshape roles and skills across the sector rather than wholeheartedly replacing the human workforce. For many, this enthusiasm is directly linked to how well leaders are able to communicate their intent and expectations for AI adoption.
It’s important to remember this remains fundamentally a human challenge, rooted in trust and respect, since AI can only be as effective as its users.
6) Freelancers are less confident, with only 49% sharing that optimism
Unfortunately, it’s evident that freelancers are facing a steeper challenge with less support and more uncertainty. Two-thirds currently fund their own tools, and only 6% receive client support for AI access or training. Should this trend continue, the inequality gap between in-house talent and the independent workforce risks deepening.
As an industry reliant on flexible talent, we cannot afford to limit the potential of freelancers. Freelancers need sustained backing to withstand the challenges of the AI transformation.
7) “Over-Reliance” and “Loss of Originality & Creativity” rank as the biggest concerns around AI adoption
The concerns voiced by both permanent employees and freelancers reflect a shared unease about what AI might mean for their careers and the future of creative work. These are serious concerns that cannot be dismissed as ignorance or fear. Instead, it should influence the policies and practices that govern AI adoption.
The workforce’s instinct to protect their craft is a good thing because AI may be changing how work gets done, but it hasn’t replaced the need for human expertise. It’s still a human audience who assigns value to the work produced. Leadership in the AI era will thus be defined by how effectively people are equipped to use AI to enhance their natural abilities, over and above managing the tools themselves.
8) 65% of leaders are using AI to support their strategic goals
Even though 65% of leaders are already using AI to support their strategic goals, gaps in skills and culture remain the biggest barriers to scaling that ambition. The solve isn’t pushing ahead with determination, but actually maintaining human judgment and transparency. Leaders need to place trust at the centre of their decisions - that’s how they can create the space for people to adapt to the new normal.
9) Nearly half of employers (45%) have already built proprietary AI tools
Another avenue we discovered is how rapidly AI is beginning to shift from external platforms to embedded infrastructure. Custom tools designed around specific workflows and data are becoming increasingly common.
This highlights the change in perspective from AI being a generic tool to a specialised strategic asset. Moving forward, AI will demand more than surface-level usage - it will require an understanding of how it interacts with systems, data and creative processes.
10) 76% believe AI will fundamentally change the roles and skills required across the sector
It’s no secret that the creative and marketing sector has been teetering on the precipice of profound change. At its core, our report reveals a divide in what value people believe AI can unlock and the value currently being generated. Clarity can change everything. When people understand how AI fits into the wider business strategy, both confidence and capability rise.
This is why AI stewardship should be a leadership discipline in 2026. That means setting clear measures of success, investing in people, protecting creative standards, and being explicit about how AI should and should not be used.
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At Major Players, we help organisations understand how AI is reshaping the future of work. Using market intelligence and deep industry insight, we support leaders to build future-ready teams that can turn emerging technology into a sustainable advantage.
Download the full report to explore more findings: www.majorplayers.co.uk/ai-in-the-creative-industries
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