1、SHAPINGTHE SHIFTLeading in the Age of IntelligenceThe AI&Creativity Report 2025The creative industry is built on invention.Finding form in the formless.Turning constraints into clarity.And now,as generative AI redraws the boundaries of imagination,it is our job to meet that shift with the same creat

2、ive force weve always brought to change.At D&AD,we believe creativity is not static.It evolves.And in moments of disruption,it expands.This report is not just a snapshot of whats happening it is a reflection of who we are becoming.Through hundreds of in-depth conversations with creative leaders acro

3、ss 55 countries,weve surfaced seven shifts that define the moment:from trust and ownership to craft and collaboration.Our goal isnt just to name these shifts its to help the industry respond.For creative practitioners,leaders and founders,that might mean setting clear attribution policies,auditing y

4、our workflow,educating your clients,or investing in ethical tooling.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.This is not about catching up to machines.Its about doubling d

5、own on what they cant do.Judgement.Taste.Risk.Weirdness.The things only you bring to the work.Whatever the first step is,take it now.Because building a creative future we can trust wont happen by default it will happen by design.We believe that creativity will not just survive this shift.It will sha

6、pe it.Lets get to work.Dara LynchCEO,D&ADSHAPING THE SHIFTAI&CREATIVITY REPORT 2025A NEW CREATIVE STANDARD“One of the huge benefits of AI is that its levelled the playing field;were all at ground zero,so we need to work together to figure it out.”Chief Creative Officer,JohannesburgFROM THE CEO2AI&CR