Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. The D&AD Awards are recognised globally as the ultimate creative accolade, entered and attended by the best from around the world. But it's much more than just awards. Members join a vibrant global community, whilst creatives and clients are inspired by a world-class Training programme. As a non-profit advertising and design association, all D&AD's surpluses go straight into programmes such as New Blood, inspiring the next generation of creative talent and stimulating the creative industry to work towards a fairer more sustainable future.
Shape the shift with the
AI & Creativity report 2025
This AI & Creativity report, sponsored by Shutterstock, serves as a strategic roadmap to help the creative industry navigate the AI era with clarity and confidence.
Drawing insights from 300 industry leaders who shared their perspectives on the real impact of AI on creative work, the report examines how AI is currently influencing creativity — from changing client-agency dynamics to the economics of originality. It acts as a wake-up call and fosters a two-way conversation for anyone who wants to shape this shift in the creative industry rather than be shaped by it. Discover what leaders must do to stay ahead by downloading your free copy.
The seven shifts that now matter
To understand how AI is truly reshaping creativity, we didn’t just analyse markets or run a basic survey. We spoke directly with the people at the centre of it, and we used AI to do it — not to replace the conversation, but to scale it. In partnership with creative leaders and local D&AD networks, we gathered thoughts, anxieties, opportunities, strategies, and provocations from hundreds of practitioners across 55 countries. Inside, we break down the changes that matter most: How we get paid. How we protect originality. How we stay trusted in a world of automation, and how we keep creative work, creative.
Trust in the Machine
Who owns the creative spark? For many, the idea of a ‘creative spark’ has always implied a uniquely human origin. But what happens when machines generate work that wins awards, garners attention, or drives engagement?
The economics of imagination
For decades, time was the currency of creativity. Billable hours. Retainers. A model that made sense when creative work was crafted linearly. What happens now that generative AI has entered the workflow?
Evolving partnerships
Client/agency relationships have always balanced trust, transparency, and tension. But when clients have access to the same tools as their creative partners, the boundaries begin to blur. Who really needs who now?
Citizen impact
While the industry obsesses over tools, teams, and timelines, the audience is simply scrolling. Do audiences care?
Code meets craft
As AI becomes more capable, a new question emerges: what remains uniquely human?
Human capital reimagined
Creative roles are being redefined in real time. Some skill sets are fading, others are rising. What is creative talent now?
Creativity unchained
The most energised creative leaders aren’t debating whether AI is good or bad, they’re using it to stretch their thinking.
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United Kingdom
Tel: +44 (0) 20 7840 1111