2025年AI与创意报告：塑造转变

A NEWCREATIVESTANDARD We break down the changes that mattermost: How we get paid. How we protectoriginality. How we stay trusted in a world ofautomation. And how we keep creative workcreative. The creative industry is built on invention.Finding form in the formless. Turningconstraints into clarity. And now, asgenerative AI redraws the boundaries ofimagination, it is our job to meet that shiftwith the same creative force we’ve alwaysbrought to change. This is not about catching up to machines. It’sabout doubling down on what they can’t do.Judgement. Taste. Risk. Weirdness. Thethings only you bring to the work. Whateverthe first step is, take it now. Because buildinga creative future we can trust won’t happenby default – it will happen by design. At D&AD, we believecreativity is not static.It evolves.And in moments of disruption, itexpands. “One of the huge benefits of AIis that it’s levelled the playingfield; we’re all at ground zero,so we need to work together tofigure it out.” This report is not just a snapshot of what’shappening – it is a reflection of who we arebecoming. Through hundreds of in-depthconversations with creative leaders across55 countries, we’ve surfaced seven shiftsthat define the moment: from trust andownership to craft and collaboration. We believe thatcreativity will not justsurvive this shift. It will shape it. Let’s get to work. Chief Creative Officer, Johannesburg Dara LynchCEO, D&AD Our goal isn’t just to name these shifts – it’sto help the industry respond. For creativepractitioners, leaders and founders, thatmight mean setting clear attribution policies,auditing your workflow, educating yourclients, or investing in ethical tooling. CONTENTS Prepared byBrainstrust🔗& Juno🔗 Sponsored byShutterstock🔗 CreditsBen Cooper🔗Nic Chamberlain🔗Brendan Donnelly🔗 Playbook for progress D&ADPaul DrakeLisa CheungMadhuri Chowdhury Building the future together 50 Prompts & pictures51 REIMAGINE Disruption remains a constant force in thecreative industry. We’ve lived through the seachange of digital media, shifts in audiencebehaviour, and the dramatic rise of mobileand spatial computing. Each time, we’velearned. We’ve adapted. Each time, we’veevolved. I see artists, developers, designers, andproducers of all types actively exploring howAI tools can expand their craft - not to replacecreativity, but to enable it. RETHINKRECLAIM AI allows us to iterate more quickly, meet newdemand and scale in exciting ways. But itcannot tell us what will resonate. It cannotunderstand the nuance of what moves anaudience. That artistry still lies with us. Thetools may change, but the essence of whatwe do - telling stories that connect, thatmatter, that make people feel - remainsunchanged. Now, with the rise of AI, we find ourselves inthe midst of yet another wave oftransformation. The seemingly boundlesspossibility brings excitement, but it alsobrings uncertainty - and for many creators, adeep and understandable sense ofdisplacement. That feeling is real, and itdeserves acknowledgement and attention.But the road doesn’t end there. Drew WeigelSenior Director, 3D & ImmersiveShutterstock Studios🔗 This report is a rallying cry to reimagine, torethink, and to reclaim our place in this newchapter. AI has forever altered the creativeprocess. It’s up to us to lead with intention. Generative AI is a powerful new tool, but likeany tool, the impact and value lies entirely inhow we use it. At Shutterstock, we'veembraced AI to democratise creativeideation, accelerate content creation, andsupport more sustainable production. In ourindustry, there’s no shortage of ingenuity,curiosity, and a desire to push the boundaries. Because in the end,the audience isn'tfocused on how the content is created.They care about the stories we tell. * All chapter header images were created using Shutterstock’s AIImage Generator, part of their GenAI Pro suite of tools andservices supporting businesses globally. The creative approachleaned into the strange and imaginative — a purposeful bendingof reality rather than a pursuit of photorealism. Image promptsare included on pages 52 and 53. GROUND TRUTHThe questions that matter The Study:Creative leaders,global voices This report was built differently - because it had to be. To understand how Artificial Intelligence is truly reshapingcreativity, we didn’t just analyse markets or run a basic survey.We spoke directly with the people at the centre of it. And weused AI to do it – not to replace the conversation, but to scale it. hours In partnership with creative leaders and localD&AD networks, we gathered thoughts,anxieties, opportunities, strategies andprovocations from hundreds of practitionersacross 55 countries. From CEOs to CSOs,Creative Directors to Founders. From Jakartato Johannesburg, Mumbai to Madrid. Wewanted the full picture. 55countries This kind of dialogue simply wasn’t possible a few years ago. Inpartnership with Brainstrust, and powered by Juno – an AI