Creative Talents at the GenAI crossroads

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Insights from the UK advertising and marketing sector

Generative AI is no longer a future issue for advertising and marketing. It is reshaping creative work, workflows, business models, and career pathways right now.

The AI in Media Institute is conducting a major research study to understand how professionals across UK advertising and marketing are experiencing this shift, and what it means for creative talent, skills, and the future of work.

This page hosts the survey that forms the first stage of that research.

Take the survey here: https://form.typeform.com/to/PBS3FXWo

Why this research matters

Public debate about generative AI in the creative industries is often polarised between hype and fear. Missing from the conversation is robust, practitioner-led evidence about how AI is actually being used, governed, and felt inside organisations.

This study focuses on:

• How generative AI is changing creative and strategic roles
• Where efficiency gains coexist with new risks and pressures
• How professionals view the future sustainability of creative careers
• What skills, safeguards, and governance are needed next

The findings will inform policymakers, industry bodies, employers, educators, and creators themselves.

About the study

This is a multi-method research project examining the present and future of creative talent in the GenAI era.

Phase 1: Industry survey
A large-scale survey of UK advertising and marketing professionals, capturing attitudes, experiences, and expectations around generative AI.

Phase 2: Executive focus groups
In-depth discussions with senior leaders across the sector to explore tensions between market narratives and lived reality.

The full results will be presented at the Creative Industries Policy and Evidence Centre Research Symposium 2026 and published as a public research report.

The survey will be running until 2 March 2026

Who should take part

You are invited to participate if you work in:

• Advertising
• Marketing
• Creative services
• Strategy, planning, or account management
• Production, design, or content roles
• Agency, brand, freelance, or consultancy contexts

You do not need to be a technical AI specialist. We are interested in everyday professional experience.

What to expect

• The survey takes approximately 10 minutes
• All responses are anonymous
• Data will be analysed and reported in aggregate
• No individual or organisation will be identifiable

By taking part, you are contributing to an evidence base that will shape how AI and creative work are governed in the UK.

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Take the survey

https://form.typeform.com/to/PBS3FXWo

Research team

This study is led by researchers from the AI in Media Institute, in collaboration with academic and industry partners.

Authors include:

• Dan de Lord, DDL Consulting
• Jack Spencer, Freeflexer
• Mariachiara Restuccia, AI in Media Institute and University of Sussex
• Hugo Riley, AI in Media Institute

For research enquiries, contact:
human@aimediainstitute.org

What happens next

Survey findings will be:

• Analysed alongside focus-group insights
• Presented at a national research symposium
• Published in an open research report
• Used to inform industry guidance, training, and policy discussions

If you want to stay informed about the results and future research, you will have the option to sign up at the end of the survey.

About AI in Media Institute

AI Media Institute is a cross-sector organisation focused on the practical application of responsible AI across media and creative industries. We work with industry, policymakers, and universities to translate AI governance principles into real-world guidance for journalism, advertising, publishing, and content production. Our work centres on media literacy, risk, trust, and implementation, ensuring AI adoption supports public interest, creative integrity, and accountability.

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