AI is changing creative production at pace, but where is it creating real value, and what is holding organisations back?
Williams Lea and Prolific North have launched a new industry survey to understand how brands, agencies, and creative teams are using AI today, the operational pressures they face, and how creative work is evolving.
“AI is making content creation faster, but speed alone does not equal transformation,” said Amardeep Devadason, Global Head of Marketing and CGO, Creative & Digital, Williams Lea. “Through this research, we want to understand where that transformation is genuinely happening, what barriers remain, and what the wider industry can learn from those experiences.”
The survey takes less than three minutes to complete and explores:
- AI maturity
- Operational pressures
- Adoption
- Barriers to wider use
- Who is driving AI strategy within organisations
The survey is open until 14 August 2026. The findings will help shape the discussion at Williams Lea and Prolific North’s upcoming webinar series this autumn. Participants can also register their interest in attending the webinars or receive a copy of the research findings if they are unable to join the live sessions.
Karl Holbrook, Editor of Prolific North noted, “AI is one of the biggest stories shaping our sector, but much of the conversation is still driven by headlines rather than real-world experience. Through this survey, we want to understand how agencies, brands and creative teams are actually using AI today, where they’re seeing opportunities, and where the challenges remain.”
