Perceptions

The majority of respondents (73%) felt that Generative AI is changing the quality of work in the creative industries, while 6% disagreed and 21% were uncertain. The most negatively impacted job elements were job security, how work is valued by others, and financial compensation, with over half of respondents reporting declines in these areas. In contrast, productivity, learning opportunities, and innovation were the most positively affected aspects, though improvements were reported at much lower rates. A significant portion of respondents remained neutral about AI’s impact, with 67% seeing no change in workplace support and 62% reporting no effect on work flexibility. Across most job characteristics, neutrality was the most common response, suggesting that while AI is reshaping creative work, its effects are not universally perceived as positive or negative.