“Human-Minded Creativity in A World of AI” Study from Digitas and Vox Media Explores AI’s Influence in Content Creation and Human Creativity

Research finds that 81% of people are starting to debate whether the content they see online is real; 55% of people think AI will never impede human creativity

Digitas, the Networked Experience Agency, and Vox Media, the leading modern media company, unveil the findings of a new research study, ‘Human-Minded Creativity in A World of AI.’ The report provides a human-centric perspective on the role of AI in creativity to help brands optimize how they connect with consumers as the technology proliferates across the marketing and advertising industries.

“The research showed that as the industry continues to lean into the power of AI, it’s important to ensure we also understand the potential implications of this evolving technology on the creative community as well as understand its limits,” said Amy Lanzi, CEO of Digitas. “What we found was that while Creators are using AI for time-saving tasks, true originality and authenticity still demand human direction. As we navigate a world filled with endless content, knowing how AI influences creativity is essential for brands aiming to connect in a networked, creative landscape."

The study surveyed creators (those who identify as full-time creators) and contributors (those consuming who create content) and drew a line between “creating” versus “being creative.” The report found that as AI becomes more adopted and involved in our creative toolkit, 67% of people agree that today's AI enables creativity and 74% still believe that content authenticity is something only reserved for humans.

Additional findings include: 

• AI Breeds Amplified Creativity – When Directed by Humans
  • When asked the current reason those surveyed, we’re tapping into AI, 62% of people trust AI with larger trend and analytics assistance, but as we move to editing content and creative elements, we see a considerable drop off with only 41% of respondents trusting AI in the creating process.

• The Generative Middle is Generic; Creating with Authenticity Drives Distinction
  • 65% of respondents noted that AI is eroding our creativity, making everything the same. And more than half of consumers can tell when AI was used to generate content.
• Networked Digital Platforms Continue to Shape Communities and Identity
  • While 82% of people post online to share their stories, 85% to express themselves, and 90% to connect with friends and family, creators often prioritize their audience's preferences over their own authenticity.
  • Creators are 2x as likely to produce content that aligns with their followers' desires rather than their true selves, highlighting that the drive for connection can overshadow personal expression.

"As AI content creation continues to surge, Digitas and Vox Media felt it was an important inflection point to understand AI's impact on content and creativity. Our research found there is a growing distinction between creation and creativity," said Edwin Wong, senior vice president of Insights and Research at Vox Media. "Consumers can now easily spot poorly generated AI content, which could invite backlash for brands. Marketers and creators alike will need to place importance on the human aspect of creativity to stand out against generic output that AI can sometimes produce. While AI offers endless possibilities, it can't replace the magic and emotional connection of the human experience."

The Vox Media Insights and Research team & Digitas surveyed over 2,000 US adults representing the US population that visit social media platforms weekly and create content in partnership with Two Cents: a consumer intelligence agency, during May 2024.

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Media Contact:
DiGennaro Communications 
digitas-DGC@digennaro-usa.com

About Digitas
Digitas is the Networked Experience Agency, built on the vision that we create magnetic experiences that earn the right for brands to exist in human networks. Today, and tomorrow. We deliver Networked Experiences by leveraging comprehensive data, technology, creative, media and strategy capabilities. Digitas delivers ambitious outcomes via unique solutions that include Creative Experiences, Integrated Media, Loyalty, Social Marketing and Total Commerce. Celebrated by Ad Age as Data and Insights Agency of the Year, U.S Campaign’s Brand Experience Agency of the Year, Media Network of the Year and celebrated by Forrester and Gartner, Digitas serves the world’s leading brands through a global network comprised of more than 5,500 employees across over 65 offices in 43 countries. 

About Vox Media
Vox Media is the leading modern media company, reaching audiences everywhere they are. Known for editorial properties including Vox, SB Nation, New York Magazine, Eater, and The Verge, the company’s portfolio features the most relevant, respected, and engaging editorial properties and voices. The company is also home to award-winning storytelling businesses such as Vox Media Studios and the Vox Media Podcast Network, as well as innovative technologies that support the entire media industry, including the Concert advertising marketplace.

About Two Cents
Two Cents Insights is a boutique research agency that partners with brands and digital platforms to transform research into actionable insights. Their expertise lies at the intersection of consumer needs and business goals, fueling differentiated go-to-market strategies and customer-centric product development.