AI Trends in Creative Operations 2024 by Artwork Flow.pdf

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

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 ﬁnal data
points and insight belonged to the Creative
Operations scope one way or the other.
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%

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 is no longer restricted to science ﬁction and
computer scientists. It has very much entered the
day-to-day lexicon of creative operations teams.
Creative teams
are AI-aware
Chapter 1:

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
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 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.
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-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

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 benefit 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 benefits.
More than half of both groups surveyed are seeking
knowledge already about how AI can benefit their teams.

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 beneﬁt 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 ﬁndings 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%

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, workﬂow
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

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 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%

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
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

As AI continues to shape our world, what are
creative teams most looking forward to with AI?
The AI outlook
Chapter 4:

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 deﬁnitely 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 beneﬁts
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

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 ﬁrst drafts, reduce grunt work, and
increase team productivity.
Does this mean creative work
is destined to involve the most
brutal grunt work possible?
No.

“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 ﬂy.”
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 ﬁrst drafts
Generate design
ideas
Automate grunt
work

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.
Is AI having
a ﬂeeting 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 deﬁnitely 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 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

Up your AI
game in 2024
Implementing AI will definitely help your brand reap
benefits 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 flag compliance
errors — it’s customizable
and accurate!
Proofread across
160 formats
Use AI-enabled smart
proofing to review files
across different formats.
Yes, we proof videos too.
Build complex
workflows to scale
Accelerate project launches
with customizable
workflows 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 find 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

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marketers across the globe

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