Adobe Creative Cloud for enterprise released findings from its State of Creativity in Business survey, focused on uncovering key trends in the creative business landscape today. The report surveyed 600 creatives and marketers from agencies and brands in the United States.

1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE STATE OF Creativity in
Business

2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
State of Creativity in Business
2
Adobe’s State of Creativity in Business survey set out to uncover the
key trends in the creative business landscape today, and revealed that
the pace of content and design creation is growing like never before.
There are tremendous expectations on creatives’ time and how it’s
spent, as well as the quality and personalization of the designs and
content they’re producing. At the same time, technology is moving
faster than ever and there is an increasing need to keep up with the
latest innovations that will help scale creativity and design. While
technology changes rapidly, it’s also the answer to many of the
challenges they face in this ever-evolving industry.

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
3
WHO WHERE WHEN HOW
600 creatives and
marketers who work at
agencies and brands
United States Sept. 11-18, 2017 Online survey
conducted via Advanis

4. Top Survey Findings
4
Creatives and marketers struggle to deliver on personalization demands
Demand for streamlined processes is increasing
High content volume has led to more complexity
Creatives and marketers need more alignment
Creative optimism about artificial intelligence (AI)
Use of in-house agencies on the rise

5. 51%
INCREASED OVER TIME
10%
DECREASED OVER TIME
INCREASED
65%
THE SAME
21%
DECREASED
14%
High content volume has led to more complexity
5
CHANGE IN AMOUNT OF CONTENT BEING CREATED IN THE
LAST 5 YEARS
CREATIVE WORKFLOWS COMPARED TO 5 YEARS AGO
HOW CREATIVES ARE SOLVING FOR THE INCREASE IN CONTENT AND
DESIGN PRODUCTION
CHANGE IN USE OF STOCK CONTENT IN DESIGNS OVER THE
LAST 5 YEARS
THE SAME
39%
MORE COMPLICATED
37%
MORE SIMPLE
24%
15%
19%
29%
47%
69%
Outsourcing more to agencies
Creating an in-house agency
Consolidating the number of creative tools we use
Hiring more people in-house
Using more / different creative tools
39%
STAYED THE SAME

6. Demand for streamlined processes is increasing
6
WHAT CREATIVES ARE SPENDING MORE TIME ON TODAY THAN 3-5 YEARS AGO
4%
2%
28%
38%
40%
60%CREATING CONTENT
ONLINE COLLABORATION, ASSET SHARING, AND MANAGEMENT
ITERATING ON DESIGNS AND GETTING APPROVALS
MEETINGS / ADMINISTRATION
OTHER
NO CHANGE
IMPORTANCE OF COLLABORATING WITHIN
THEIR DESIGN TOOLS
NOT IMPORTANT IMPORTANT
9% 73%

7. WHAT CREATIVES NEED FROM THEIR DESIGN COLLABORATION TOOLS TO BE MORE EFFECTIVE
Demand for streamlined processes is increasing
7
EFFORT NEEDED FOR ASSET SHARING COMPARED TO FIVE YEARS AGO CHALLENGES WITH ASSET SHARING

8. STAYING THE SAME
20%
DECREASING
4%
INCREASING
69%
Optimism about Artificial Intelligence (AI)
8
HOW CREATIVES SEE THEIR USE OF ARTIFICAL INTELLIGENCE CHANGING OVER THE NEXT FIVE YEARS
WON’T USE AI
7%
OF CREATIVES SAY AI WILL NOT TAKE OVER
THEIR JOB RESPONSIBILITIES*
55%
DESIGN PROCESS BEING AUTOMATED TODAY
*The individuals surveyed for this question are creative practitioners, not creative management.

9. Creatives and marketers struggle to deliver on personalization demands
9
IMPORTANCE OF PERSONALIZING CONTENT AND DESIGNS ACROSS THE CUSTOMER JOURNEY
HOW WELL CREATIVES AND MARKETERS SAY THEIR COMPANIES
PERSONALIZE CONTENT
THE AMOUNT OF CREATIVE OUTPUT INFORMED BY
DATA
70%
SAY IT’S
IMPORTANT
AVERAGE
20%
GOOD
47%
EXCELLENT
28%
POOR
5%
LESS THAN
50%
16%
50%
26%
75%
45%
100%
8%
DON’T
KNOW
4%

10. Creatives and marketers need more alignment
10
HOW OFTEN MARKETERS AQUIRE CREATIVE
ASSETS OUTSIDE OF THE CREATIVE
DEPARTMENT
ASPECTS OF THE CUSTOMER EXPERIENCE IMPACTED BY DATA
51%
ALL THE TIME
OR OFTEN
S
*The individuals surveyed for this question are creative practitioners, not creative management.

11. Creatives and marketers need more alignment
11
CREATIVES RELATIONSHIP WITH MARKETERS MARKETERS RELATIONSHIP WITH CREATIVES

12. CREATING AN
IN-HOUSE AGENCY
19%
OUTSOURCING MORE
TO AGENCIES
15%
Use of in-house agencies on the rise
12
HOW CREATIVES ARE SOLVING FOR THE INCREASE IN CONTENT
WORK OUTSOURCED TO AGENCIES WORK BEING BROUGHT IN-HOUSE
SOCIAL MEDIA CAMPAIGNS
GRAPHIC DESIGN WORK
WEBSITE DESIGN
BRAND CAMPAIGNS OR OTHER CAMPAIGNS
PHOTOGRAPHY
VIDEO
UX/UI OR OTHER CUSTOMER EXPERIENCE DESIGN
3D DESIGN
MOTION/ANIMATION DESIGN
NONE OF THESE
38%
36%
35%
32%
24%
18%
16%
10%
9%
19%