State of Creativity Report 2024

It’s no secret that the world of work is speeding up, and the creative world is no exception. As consumption of our social media and streaming platforms proliferates, our world is becoming increasingly visual and, with it, the demand for good design and content.

If you’re reading this report, chances are you’re feeling the strain. The tough economic climate is putting pressure on employees to do more work with less support, and team members across all levels of business are feeling it.

The good news? Technology is here to help. The advent of generative AI is heralding a new creative landscape, yet industry-wide adoption of generative AI remains cautious, despite 78% of employees surveyed experiencing improved work efficiencies.

Tash Thomas, Operations Director at Havas UK, refers to it as an “unprecedented proliferation of tech” and a “dramatic inflection point for the industry”. She believes the convergence of creativity and tech is being accelerated by generative AI, and that leaders are embracing this to improve productivity and profitability.