Full Report
2025 will see a welcome renaissance in human-centered design, celebrating the irreplaceable creativity humans bring. Creators will breathe new life into their work, adding more heart, humor, nuance, and emotional depth. This renewed focus on the human touch embraces AI as a co-pilot, enhancing ideation to craft resonant, inspiring narratives. It's not just making content, it’s a return to genuine human expression and excellent storytelling.
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Discover key insights from handpicked creative leaders and 5,000+ content creators. Learn what's shaping the next era in content and get practical takeaways to stay relevant in 2025.
Full Report
Full Report
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01/05
The human
renaissance
“Creativity is a huge asset, more than ever before. Humans think illogically. AI only produces what you feed it. The best creative thinkers are the ones who truly understand marketing, their audience, and writing a strong hook”.
Daniel Murray, Founder of The Marketing Millennials and Authority B2B
02/05
Balancing
quality and
compliance
"In the trillion-dollar AI race, the victors will not be those who merely adopt fastest, but those who integrate most wisely. Quality AI, built on ethical data and seamlessly woven into workflows, will be the cornerstone of sustainable innovation."
Warren Adelman, Managing Director at Nativ Group, and Artlist Board Member
As the AI content ecosystem evolves, creators and brands face the challenge of maintaining quality outputs with safe practices. Forward-thinking creatives will leverage industry-specific AI solutions, safeguarding reputations while pushing creative boundaries. Success comes from skillfully balancing innovation and due diligence — unlocking exciting opportunities and building lasting audience trust.
03/05
Fleeting
trends,
nimble teams
"The creative process is transitioning from a linear to a more collaborative, circular, shorter one, and can lead to better outcomes, especially for trend campaigns."
Elav Horwitz, EVP, Global Head of Applied Innovation and Gen AI Lead at McCann Worldgroup
Big-picture goals and real-time trends will increasingly converge. Trends lifecycles are shorter than ever before, so choosing which to embrace will depend on what matters to your audience. Trust will become an ever more crucial commodity, with a single misstep potentially affecting your reputation faster than the trend itself spreads. To do trends well, learn the landscape, discern when to lean in, and prepare your team for success.
04/05
Collective
creator
marketing
power
“64% of consumers would switch brands if a creator they follow promotes something new. When creators promote products, 78% of consumers feel those products are more legitimate and familiar.”
Maayan Sarig, Head of Communications and Partnerships at Meta Israel
Forward-thinking brands are forming deep partnerships with select creators who become integral to brand storytelling. As creators seek more meaningful brand relationships, successful marketers will be the ones who nail the balance between reach and depth, building lasting partnerships that spark genuine engagement and trust in the ever-changing landscape.
05/05
Cross-
generational
content
“By crafting content that transcends traditional age boundaries and embraces the latest trends, brands can resonate with multiple generations. Combining creators of diverse ages in creative and unexpected ways helps build an inclusive image that appeals to a broad audience.”
Ira Belsky, Co-Founder and Co-CEO at Artlist
Creators and marketers can harness the power of cross-generational appeal by tapping into the cultural zeitgeist. Wider demographics are sharing common digital spaces, interests, and touchpoints, creating unique opportunities for content that reaches and resonates across age groups.
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