Canva, globally renowned as the all-encompassing visual communication platform, has just published fresh insights detailing the perspectives of over 4,000 marketing and creative leaders on generative AI.

This research, carried out in collaboration with Morning Consult, covered participants from countries spanning the US, UK, France, Germany, Spain, Brazil, Mexico, India, and Australia. Its aim was to shed light on the way AI impacts their professional environments and individual roles.

Key UK-centric findings from the study are:

  1. Generative AI’s Dominance in the Workplace: An overwhelming 98% of marketing and creative leaders express comfort with the burgeoning presence of generative AI. A significant 75% already deem it an indispensable component of their creative arsenal.
  2. AI’s Role in Boosting Productivity and Creativity: 84% concur that tools powered by AI curtail the mundanity of recurring tasks, granting them the liberty to channel their energies into more innovative aspects of their profession. 70% of respondents attest to the enhancement of their team’s creativity due to generative AI tools. Additionally, 65% confirmed these tools saved them a minimum of 2-3 hours weekly, while 28% reported time savings of 4-5 hours each week on creative initiatives.
  3. The Complicated AI Landscape: A substantial 67% feel there’s a saturation of generative AI tools in the market. 59% admit to feeling daunted by the steep learning trajectory these tools present. While a majority are optimistic about the potential to amplify creativity, 48% feel obligated to employ it just to remain relevant, and 39% are uncertain about extracting maximum utility from such technology.
  4. AI’s Revolution in Content Creation: Tasked with producing extensive content, a notable portion of marketers and creatives are opting for AI assistance. As per the data, 85% have employed generative AI for content writing, 83% for unique image generation, and 84% for editing visuals and videos. Peering five years into the future, 52% are of the belief that generative AI instruments will surpass human proficiency in generating visual imagery.
  5. Prevailing Data Privacy Concerns: Generative AI’s capacity to process data and churn out sensitive information has not gone unnoticed. A predominant section rated the risks associated with customer data (79%), personal data (78%), and company data (77%) higher than fears about unemployment, content copying, and bias. Addressing these apprehensions, 55% revealed that their organisations have put in place stringent regulations governing the application of generative AI.

For a more extensive look at the survey findings, you can read more here.

“Marketers are discovering that harnessing generative AI tools enhances their creativity and productivity, and helps their teams manage high content demands and tight deadlines. Our research shows that AI is helping marketing and creative professionals elevate their craft and unlock new realms of creativity – an impact we’re seeing firsthand as the all-in-one visual communications platform.”

Duncan Clark, Europe Lead at Canva


Research Methodology

Canva’s research encompassed 4,050 decision-making business leaders in marketing and creative sectors, specifically responsible for software procurement within their departments or organisations. The geographical breakdown of respondents was as follows: 505 from the United States, 500 from the United Kingdom, 513 from Spain, 503 from Germany, 497 from France, 524 from Brazil, 315 from Mexico, 377 from India, and 316 from Australia.

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