How Generative AI is Changing the Way We Create

We dove into Adobe’s State of Creativity Report to explore how generative AI is reshaping creative work. Here’s our take.

Big Ideas, No Time

Back in 2020, Workfront surveyed over 900 marketers across the U.S. and four other countries, and the message was clear: creativity mattered, but time was in short supply. Nearly 70% of the workday vanished into admin work and project management. Clunky tools, endless meetings, and fragmented workflows pushed real creative thinking to the margins.

Enter Generative AI

Fast-forward to today: generative AI is quickly becoming deeply embedded in creative workflows. Marketers are using it to draft copy, editing images, and catch errors. But the big question still lingers— has AI truly boosted productivity and given creativity its time back?

Unlocking Creative Potential

Adobe’s report suggests the answer is yes. Eighty-two percent of creatives say they’re using generative AI and plan to keep using it, while 74% report increased efficiency. By automating repetitive, time-consuming tasks, generative AI frees creatives to focus on higher-level, strategic work.

Released from the “how”, creatives can focus on the “what” — using simple prompts to swap images, adjust backgrounds, change colors, and iterate faster than ever before.

Why Creatives Are Saying Yes to AI

As marketing workflows grow more complex, generative AI is stepping in to lighten the workload. It helps teams:

• Streamline repetitive, labor-intensive design tasks, enabling teams to create more content
• Accelerate experimentation, making trial and error faster, cheaper, and less risky
• Increase speed and efficiency, allowing teams to produce more without burning out or hiring more

The bottom line: more content, faster, without expanding teams.

Not So Fast — There’s a Catch

Speed brings benefits, but also risk. While productivity gains are appealing, quality remains a real concern. In fact, 42% of decision-makers worry that faster output comes at the expense of accuracy, especially in projects that demand technical precision.

There’s also fear that AI will replace human creativity. In practice, the opposite is true. Human oversight is more critical than ever — to guide outputs, apply judgment, and ensure both creative and technical excellence.

Rolling Up Our Sleeves at 360Circuits

New technology often comes with hesitation. We’ve found that embracing new technology early reduces the fear of change and encourages learning, experimentation, and knowledge sharing across the organization.

At 360Circuits, we’re putting generative AI into practice through training, pilot programs, and hands-on testing of emerging tools. This approach spans both creative and non-creative teams, expanding creative skill sets across the company. 

More Time for the Great Stuff

The real power of generative AI isn’t just faster content creation — it’s time. Time reclaimed for bigger ideas and more ambitious creative work.

Those efficiency gains have given our creatives the freedom to explore advanced real-time interactive and immersive AR/VR experiences — pushing creative boundaries even further.