AI promises a shortcut, but creative teams are taking the scenic route

Creative professionals are intrigued by AI, but most are still figuring out where it fits. While the hype suggests a fast-moving revolution, the reality is more measured. Many teams are experimenting with new tools and exploring ways to boost efficiency, but at a measured pace.

Why creative AI adoption feels familiar

I still remember the first ATM I ever saw. It was called Genie and came out in 1977. At the time, it felt revolutionary, yet it was already seven years behind the very first ATM in the U.S. 

By today’s standards, that would seem like slow adoption. But Genie became one of the first widely used ATMs in the country. It took until the 1990s — 20 years after the first ATM and 12 years after Genie — for cash machines to reach widespread adoption. 

Compare that to AI today, where people practically rush to embrace it just days after its release. But the reality is different. 

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Creative teams are using AI, but few feel like experts

Creative teams are engaging with AI, but their expertise levels suggest they may still be trailing behind, according to the latest Creative Intelligence Report from Cella by Randstad Digital. (Disclosure: I serve as a primary consultant at Cella.)

While 41% of creative professionals report having some knowledge of AI and 20% are actively learning through focused education, only 5% consider themselves experts in specific areas. That suggests AI is making its way into creative workflows, but many teams are in the early stages rather than leading the charge.

A positive point from the research shows that creatives see AI as an efficiency tool rather than a job threat. 

• 63% of respondents say they use AI to boost productivity.
• 35% use it for automated asset creation. 
• 34% for derivative content. 

Only 5% believe AI will replace full-time roles, reinforcing the idea that creatives believe AI is here to streamline workflows, not take over creative decision-making.

AI’s use also depends on the task. While nearly half of the respondents use AI for conceptual development, only 25% use it for research. That is a key distinction.  Creative teams’ hesitation to use it for insights and validation means they are missing out on its potential to enhance strategic thinking.

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Patience and purpose will shape AI’s creative future

Despite the hype, AI adoption follows a familiar pattern. Many groundbreaking technologies begin with hesitation, skepticism and a learning curve before becoming indispensable. ATMs, personal computers and the internet all faced slow rollouts before reaching mass adoption. 

AI is on the same path, albeit on an expedited timeline. It’s making a significant impact, but there’s still a wide gap between curiosity and full integration. Creative teams are experimenting, but experimentation alone won’t transform workflows. Without more profound understanding and strategic implementation, AI’s full potential remains untapped.

This cautious approach isn’t necessarily negative. The best innovations take time to evolve. Creative professionals need space to explore, test and refine how AI fits their work. Rushing adoption without a clear strategy can lead to inefficiencies and misplaced trust. The real challenge is balancing exploration with execution. Teams that develop thoughtful AI strategies today will lead the industry tomorrow.

The report paints an industry at a crossroads. AI undeniably shapes creative work, but for many, it remains an emerging tool rather than a fully integrated force. Change is happening, but rarely instantly. Maybe it’s time to introduce Claude to Genie.

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