Last Updated on May 5, 2025 by Bread and Circuses Team
A freelance writer asks ChatGPT to generate an SEO-friendly article outline. A video producer uses ElevenLabs to dub international YouTube content. A designer uses MidJourney to test different visual concepts quickly.
You may be familiar with some of these tools. Others may be new to you. But they’re disrupting the future of creative work.
For creators, it’s a double-edged sword. They can leverage technology to enhance workflows. But they also face uncertainty about the impact of AI on their craft – and careers.
To find out what creators truly think and feel about AI, we surveyed 51 creative pros who work with different mediums and platforms. We asked them detailed questions across seven key areas: their backgrounds, business models, perspectives on AI, current AI use and confidence, the impact of AI on their craft, learning and growth strategies, and their future needs and vision.
The goal? To understand how AI is really showing up in their work. To dig into the trends that are shaping the digital landscape. And to explore the human impact of AI on our industry. As leaders who have worked with content creators for over 15 years, we know that technological leaps can be as exciting as anxiety-inducing for the people behind the craft.
The results are surprising. They tell a story that’s far more nuanced than the headlines would have you believe. Seventy percent of creators see real benefits from AI. But instead of being all in or all out, they’re navigating adoption with care. Why? That’s because they have some concerns. And they draw clear boundaries around what they think should stay human.
At Bread and Circuses, we work closely with clients and creators every day. We have a front-row seat to the AI revolution. We see both the tensions and opportunities arising. For companies working with creators, these insights about creatives and AI adoption matter. They provide a path to better collaboration and smarter content marketing in an era of unprecedented change.
1. Survey Demographics: The Creative Voices We Heard
49% of respondents are 25–34, and 86% identify as writers.
Takeaway: Content marketers and brands need to be part of the AI conversation. Younger, tech-savvy creators are quietly shaping new norms as they experiment with AI. And creative professionals like writers have had to adapt quickly.
Nearly half of respondents (49%) we surveyed fall into the 25–34 age range. Over a quarter (27%) are 35–44. Meanwhile, 16% are 45–54, 6% are under 25 and only 2% are 55 or older.
Given the nature of the survey content and methods, it’s worth noting that the results may skew towards younger, digitally fluent creatives. It may not fully capture the experience of those in more senior or highly specialized roles. However, it offers a snapshot of the professionals who are in the trenches using AI tools.
So, who are these AI-curious creatives?
They’re mid- to early-career professionals. They’re freelancers or work in dynamic, fast-paced environments. They’re digital natives. They may be more open to change and experimentation. Perhaps that’s because they’re more vulnerable to industry changes.
The majority of these professionals are also writers (86%). This isn’t surprising considering the fact that many popular tools are built for text-based work. But we also heard from those in fields like video (27%), design (22%), audio (14%) and photography (10%). Spoiler: They tend to use more niche tools.
Other types of work, like email marketing, copy editing and visual effects, each made up less than 5% of the responses.
“I’m constantly reflecting on the authenticity of my approach and voice.”
2. How Creators Really Feel About AI
70% see AI’s potential but also feel anxiety or uncertainty.
Takeaway: If you work with creators, avoid thinking of them as “pro” or “anti” AI. It’s more nuanced than that. They’re navigating a gray zone with intention, which is exactly where smart content strategy should live. Create space for dialogue, flexibility and iteration instead.
No, creators aren’t losing sleep over fears of being replaced. But they have some worries nonetheless. Only 20% of them say they feel “excited and optimistic.” Most of them (80%) have more nuanced feelings, ranging from “cautiously optimistic” to “somewhat anxious” or “neutral.”
These feelings reflect an industry in transition. AI isn’t some far-fetched futuristic concept. It’s already in workflows everywhere. As a result, creatives are still figuring out what that means for them long-term. The sentiment here isn’t about fearing change or innovative tools. It’s about encountering both opportunities and trade-offs. And it’s about asking important questions about the integrity of creative work.
“I still enjoy what I do, think it’s important work, and feel valued by clients, but I also think about pivoting and doing something else given the uncertainty of the future.”
3. The Current State of AI Adoption: The 75/25 Rule
75% use AI for less than 25% of their creative process.
Takeaway: AI use is prevalent, but measured. Creators are still hands-on. AI use is something to consider when defining the scope of projects.
Yes, AI use is widespread – perhaps more than you think. But widespread AI use doesn’t mean creators are letting AI take the reins – it’s still largely confined to targeted parts of the workflow. In fact, we’ve uncovered the “75/25 rule” – nearly 75% of creative pros use AI for less than 25% of their creative process.
The top use cases for it?
- Research/planning (71%);
- Ideation/brainstorming (71%); and
- Refinement/editing (45%).
The emphasis on AI use for these tasks specifically is likely because the technology can be used to increase speed without compromising the integrity of the craft.
There are also purists out there: 39% of respondents don’t use AI at all in their creative process. It’s not that these people are opposed to AI in general. But when asked how they would potentially use it, they would prefer it for administrative tasks – not core creative ones.
So, if you’ve been worried about receiving AI-generated content from the creative you work with, you can breathe a sigh of relief. Only 14% of creators use AI in more than 25% of their process – and that still doesn’t mean they rely on it for full-scale content creation.
Think about it this way: AI is more of an assistant right now, and it can help reduce friction so creators focus on what they do best!
“ChatGPT has the biggest positive impact on my workflow. I use it to help brainstorm headlines, pitches, and article structures. Sometimes I’ll use it to write a rough outline for a project I’m working on.”
4. The Creator’s Toolkit: What AI Tools Are Actually Being Used
84% of AI-using creators rely on ChatGPT.
Takeaway: General-purpose tools are still the go-to, but creators are tailoring solutions. As a brand, you can learn from this approach to build your own processes.
Surprised? We didn’t think so.
ChatGPT is by far the most dominant tool, with nearly 85% of surveyed creators using it. Grammarly (43%), Claude (22%), and Otter.ai (18%) follow as popular choices. Specialized tools like Midjourney, Adobe Firefly and RunwayML are common among those working in visual fields.
When you really think about it, this makes sense. ChatGPT is mainstream thanks to its versatility. It can support a variety of tasks. But the data also indicates a split between general-purpose tools and niche, task-specific solutions.
Grammarly’s position as the second most used tool is telling. It’s a platform focused on writing quality, from grammar to clarity and tone. Its popularity shows that as creators embrace AI, precision and polish matter. It’s a good example of a broader trend: AI should elevate the final product – not dilute creative standards.
As AI adoption matures, the rise of “tool stacks” is also something to be aware of. Creators are getting more savvy. They’re combining tools. And they’re building efficient, custom workflows.
“ChatGPT helps me outline content I plan to write. I sometimes use it for research. And once in a while, it helps me streamline processes.”
5. What Creators Are Willing to Pay for AI Solutions
Only 24% of creators would spend more than $50/month on tools.
Takeaway: Creators are still warming up to the idea of treating AI like an investment that delivers ROI. But spending on the right AI solutions can be a smart business move.
Creators are still hesitant to invest in AI tools: 43% would spend less than $25 a month on them. And only about 24% are willing to pay more than $50 a month for an AI solution.
This speaks to the need for a mindset shift around the business value of AI. If a tool could double your earnings or skyrocket your productivity, why limit the monthly spend to a modest $25?
Skepticism is understandable, as many creators are still experimenting with AI. Their willingness to spend could grow as technology gets more refined. The market is flooded with new solutions, and it’s hard to decipher which ones provide true value.
Still, some creators do see the bigger picture: “If it’s truly useful, even $1,000+ monthly would be worth it,” wrote one survey respondent. If a solution fits well into a creator’s workflow and significantly improves it, it should be treated as any serious business investment. Does it save time? Does it expand creative horizons? Does it elevate the quality of the work?
As the use cases for AI evolve, these questions will ultimately determine which tools creators will be willing to invest in.
“If a tool handles all my needs and changes my life significantly, I’d pay for it.”
6. What Creators Will Always Keep Human
Top answers include concept development, editing and final review.
Takeaway: Brands that value the human aspects of the creative process can find efficiencies without compromising on high-quality work.
One of the biggest debates around AI revolves around the tasks best performed by people. When asked which aspects of their process they always want to keep human, creators mentioned areas like concept development, editing decisions, ideation and final review.
Do you notice a common thread? These parts of the creative process involve deep thinking, intuition and emotional resonance.
Generating a rough outline or getting headline suggestions is one thing. But creators protect the integrity of their work.
They see authenticity and heart as competitive advantages. And they know first-hand that outsourcing too much to AI could result in unoriginal, uninspiring content.
“Writing is my craft and my passion. Creating the content, whether it’s creative work or client work, will always be my own.”
7. The Transparency Question: Talking to Clients About AI
43% disclose AI use only for specific tasks.
Takeaway: If you work with creators, start the conversation about AI. Co-create clear guidelines when it comes to tool use.
So, are creators telling clients about AI? Not all of them. Client disclosure is still a gray area: 18% of creators are fully transparent, 16% don’t mention AI use at all and 43% only disclose AI use for specific tasks. The remaining 23% selectively share information when AI is involved.
Creators don’t have bad intentions. However, many worry that clients will assume that “AI-assisted” means lower effort or quality. Plus, some simply don’t see the need to talk about their process because they use AI assistance sparingly.
These findings also reflect the fact that AI is still a “Wild West.” There are no industry-wide norms around transparency.
“I only use AI on client work if the client approves… but I also only use AI for tweaks so it’s not a big part of my process.”
8. Creators’ Biggest Concerns Are Rooted In Reality
Top worries include quality control, client expectations, and market saturation.
Takeaway: Creators are focused on real-life business impacts – not apocalyptic thinking. The best professional relationships acknowledge these concerns.
So, what keeps creators up at night when it comes to AI? Their biggest concern is quality. Over half (51%) of respondents say they are worried AI outputs may be unreliable or low-quality. Thirty-nine percent (39%) of creators also fear that clients will start expecting AI speed at lower prices. And another 39% are concerned about AI flooding the market with content.
Plus, what happens if a client accidentally publishes plagiarized or factually incorrect output? These business concerns weigh on the minds of creators – and they’re legitimate. There are other complicated questions at play. What about copyright and content ownership? And what about ethics and AI’s impact on society, bias and fairness?
“I’m not afraid of AI — I’m afraid of clients expecting AI-speed work at human-quality standards.”
9. How AI Is Expanding Creative Possibilities
61% say AI has helped them explore new directions.
Takeaway: AI isn’t a creative director just yet. But it’s a powerful collaborator. It can spark new ideas and help human beings take them to the next level.
Creators value, well, creativity. And 61% credit AI with opening up fresh creative directions. Think, new storytelling structures or unfamiliar visual techniques. For these creators, AI is more of a brainstorming ally than an admin assistant.
It helps when in a rut. Or it accelerates ideation and iteration. That said, any sparks of inspiration led by AI tend to be shaped and finalized by creators.
“Yes, completely new directions. But I still shape and polish everything myself.”
10. Best Practices: How Creators Learn and Adapt
Top learning sources include peers and YouTube tutorials.
Takeaway: Creators are upskilling, but they’re not doing it through traditional learning methods. Brands should lean into community-driven exploration to pick up on best practices.
Creators in the digital space are all too aware they need to stay ahead of trends. What are their strategies for keeping up with AI? The majority – over two in three creators – learn through experimentation. And they turn to different sources for tips and tutorials.
66% of creators learn about AI tools and techniques through social media, and 54% through online communities and 51% through peers. YouTube tutorials (24%) and newsletters (29%) are other sources of professional development.
It’s an organic, decentralized learning model. Many are picking up new skills as they go from multiple sources. It’s not surprising considering the fast-paced nature of AI and the digital world where creators work and play.
“We learn by doing — and by sharing what works in our creator circles.”
11. Creative Work Isn’t Disappearing – It’s Being Redefined
Most believe the human element will remain essential.
Takeaway: Content and creativity are being redefined. It’s a dance between creators and AI. Smart brands and marketers will get on board with this evolution with openness and curiosity.
Wondering what creators believe about the future of their craft? There is a common sentiment: the human element of the work will always be needed.
Few creators (less than 4%) fear they will be completely replaced. Over 40% believe their role will evolve but always remain essential, just in different ways. And 14% feel confident that their craft will become more valuable as AI takes over the basics.
This reflects a broader shift: Digital creators see AI as a complement, not a threat. They’re carving new lanes that emphasize traditionally human skills. Creatives are reshaping the future of their craft by leaning into strengths like original thinking, emotional intelligence, taste and vision.
“I feel more connected to the things that make a bigger impact and less connected to things like editing and review.”
12. What You Should Know About the New Creative Landscape
Creators want support, clarity, and respect for their role.
Takeaway: Focus on mutual respect and clear, realistic expectations to maintain good relationships and results.
The creative process is evolving. And so is the client-creator relationship. In fact, it remains more important than ever in this era defined by rapid change. As AI tools become more common in content workflows, brand and marketing teams need to understand creators’ concerns.
Quality control is a top-of-mind issue for a reason. Many creators emphasized the need for human review and refinement. Make space for these elements in your workflows, especially if you want both speed and quality.
Budgets need to be discussed. While most creators (56%) are spending between $11–50/month on AI tools to streamline their process, they feel pressure to lower rates while upholding quality. Fair pricing is crucial to maintain relationships.
Our findings also reveal the lack of guidelines around transparency. As a brand, this is an opportunity to lead the way. Establish expectations. Be open yet thoughtful about the role of AI in workflows.
Above all, don’t get swept up in the hype. Remember where creators bring unique value. The best results usually come when you work with creators who know how and when to rely on AI (and when to bring in that human touch).
“While AI is incredibly useful for automation, data analysis, and optimization, the ability to craft compelling narratives, understand cultural nuances, and evoke genuine emotions is something that requires a human touch.”
The Most Important Takeaway? Balance.
If there’s one theme to keep in mind from these survey results, it’s balance.
Creators aren’t terrified of AI. They’re open. They have legitimate concerns. They are resilient and adaptable in the face of new shifts and challenges.
Remember that 75% of creators use AI for less than 25% of their process. Nearly two-thirds let it inspire new creative possibilities, but with human oversight. As a brand or content marketer, let these insights inspire your approach. Embrace AI, but be strategic and thoughtful about using it.
Creative work isn’t going anywhere. It’s being redefined. With our team of creators, content marketers and developers at the forefront of the AI revolution, Bread and Circuses can help optimize your content strategically. Contact us today to discover how we harness both human insight and AI efficiency to drive business results.
Methodology
This research was conducted by Bread and Circuses, a content strategy, operations and production agency that partners with leading creators and brands. We surveyed 51 creative professionals in January–February 2025. The majority of respondents were freelance writers, with additional input from video creators, designers, and other content professionals.
