What we found
Finding 1
AI already ships work
81%
of creative professionals have released work made with AI. Adoption is settled.
Finding 2
Access is now table stakes
72%
rate their access to AI tools as good or excellent. Training and workflow integration are the weakest areas.
Finding 3
Leaders are already 7× ahead
78%
of AI Leaders have released AI-majority video, compared to just 11% of Laggards. The gap widens across every creative format.
Top Concern
62%
Creatives are protecting human judgment
62% of creative professionals are very or extremely concerned about relying on AI at the expense of human creativity. That's higher than concerns about accuracy and factual errors (60%) or job displacement (56%)
What’s inside the full report
- The 9 truths defining where AI belongs in creative work
- The Leader vs. Laggard maturity gap across video, copy, and imagery
- How agencies and brands think that AI will impact fees
- The training and workflow gaps slowing creative teams down
- What separates AI Leaders from the rest, and how to close the distance
Methodology
This report is built on Luma’s first annual State of Creatives and AI study: an independent survey of 760 US marketing and creative professionals, fielded in July 2026. Respondents span agencies, brand in-house teams, freelancers, and production companies, and every company size from solo operators to enterprises of 5,000-plus employees.
Fielded in July 26 with Michele Madansky Consulting. (michelemadansky.com)
Get the full story behind the data.
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