March 8, 2026
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June 25, 2024
New York, June 25, 2024 – A survey released today from Prophecy, the world-class strategic branding, advertising and go-to-market agency of integrated marketing and communications firm Prosek Partners, found that while AI is enhancing the creative process for the majority of marketers, the industry’s cautious adoption of the technology underscores the importance of maintaining balance with human creativity.
Prophecy, which works with companies in the AI space like Booz Allen and HPE, gauged the sentiment of 175 marketing professionals across various sectors (technology, entertainment, financial services, professional services, etc.) attending the 2024 Cannes Lions Festival (June 17-20). The survey revealed that 82% of marketing professionals feel that AI is enhancing their creative process. However, at the same time, only 34% of respondents are “mildly” adopting AI at this stage, leaving room for greater creative enhancement as the technology is further adopted.
Marketers are grappling with striking the right balance between human talent and effective AI adoption, as 12% of respondents noted that their current AI tools have not improved their organization’s creative process, while 6% do not actively use AI at all. Looking ahead, approximately 42% foresee a substantial increase in AI usage across all phases of the creative process. Ultimately, those adept at leveraging AI tools tailored to their business needs will lead the way, outpacing their peers who choose not to embrace it.
Neil Goklani, Partner and Head of Prophecy said, “It’s clear from being on the ground at Cannes that organizations recognize that AI is here to stay. Last year, the dialogue centered on the promise of AI. This year, it was all about its practical usage. The consensus is that companies, brands and creators effectively using AI will lead the way, while others will risk falling behind. As the AI landscape evolves rapidly, Cannes 2025 will reveal the next frontier. It’s time for organizations to dive into AI and learn to swim alongside the global wave.”
When it comes to integrating AI into the creative process, marketers find AI most beneficial for idea generation (66%) rather than execution (27%), highlighting an opportunity gap for companies with the expertise to turn idea generation into idea realization. Additional uses include team organization (39%), personal organization (30%), internal communications (28%), media planning (27%), external communications (25%) and media buying (25%).
Anne Swan, Chief Creative Officer at Prophecy said, “While AI is driving creative customization and personalization, creatives must learn to use it effectively. People are drawing on lessons from the past and swiftly adopting AI. Like the dot-com era, failing to implement or adapt to AI will mean falling behind. Time is of the essence.”
In the landscape of AI adoption, ChatGPT emerges as the leading tool, used by 90% of respondents today. Additionally, 13% are actively developing their own LLMs tailored to specific needs. Other notable AI tools in use include Midjourney (28%), Adobe Firefly (21%), DALL-E (18%), Claude by Anthropic (10%) and Adobe Sensei (9%).
Jen LaFiura, Managing Director and Head of Strategy at Prophecy said, “AI is a game-changing tool for brands, and it can bring significant benefits. The key is to fully immerse in AI, experiment with its capabilities and integrate it into operations. Neglecting the technology places organizations at a severe disadvantage because AI is not a job replacer, it is a job enhancer. Organizations do not need a separate AI strategy; they need AI to be integrated into their overall business strategy.”
About Prosek Partners Prosek Partners builds – and protects – the top brands in business. We are a certified Woman-Owned Business and among the largest independent, integrated communications and marketing firms globally. Specializing in providing a full range of communications solutions to financial and professional services companies, Prosek delivers business impact through an unexpected level of passion, creativity and marketing savvy. Services include media relations, thought leadership, social and digital media, public affairs, investor relations, financial communications, transaction services, crisis communications and issues management, content creation, conference support, publishing, media training and more. Prosek’s strategic branding and integrated marketing arm – Prophecy by Prosek – offers brand strategy, award-winning design, digital and advertising capabilities. Prosek has been named PRovoke Media’s “Global and North American Financial Agency of the Year” and a top-five global M&A and shareholder activism agency. For more information, please visit www.prosek.com or follow the firm on LinkedIn.
Media Contact Emily Roy eroy@prosek.com
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