AI is no longer a disruptor, it’s part of the process: D&AD report

A landmark global study examining how artificial intelligence is reshaping the marketing and advertising industry from creative industry body D&AD, shared exclusively with Mumbrella, found agencies can no longer afford to “wait and see” on AI. 

Based on in-depth conversations with 291 creative leaders across 55 countries, the AI & Creativity Report 2025 outlined seven key shifts (see below for the list) that are already transforming agency culture, client relationships, pricing models, and the creative process.

The report set out an urgent call to action, finding that AI is no longer a novelty, with more than 75% of digital marketers already integrating AI tools daily, from pitch decks to production.