英文【D-AD】2025年AI与创意报告：塑造转变

SHAPINGTHE SHIFTLeading in the Age of IntelligenceThe AI & Creativity Report 2025The creative industry is built on invention. Finding form in the formless. Turning constraints into clarity. And now, as generative AI redraws the boundaries of imagination, it is our job to meet that shift with the same creative force we’ve always brought to change.At D&AD, we believe creativity is not static. It evolves. And in moments of disruption, it expands.This report is not just a snapshot of what’s happening – it is a reflection of who we are becoming. Through hundreds of in-depth conversations with creative leaders across 55 countries, we’ve surfaced seven shifts that define the moment: from trust and ownership to craft and collaboration.Our goal isn’t just to name these shifts – it’s to help the industry respond. For creative practitioners, leaders and founders, that might mean setting clear attribution policies, auditing your workflow, educating your clients, or investing in ethical tooling. We break down the changes that matter most: How we get paid. How we protect originality. How we stay trusted in a world of automation. And how we keep creative work creative.This is not about catching up to machines. It’s about doubling down on what they can’t do. Judgement. Taste. Risk. Weirdness. The things only you bring to the work. Whatever the first step is, take it now. Because building a creative future we can trust won’t happen by default – it will happen by design.We believe that creativity will not just survive this shift. It will shape it. Let’s get to work.Dara LynchCEO, D&ADSHAPING THE SHIFTAI & CREATIVITY REPORT 2025A NEW CREATIVE STANDARD“One of the huge benefits of AI is that it’s levelled the playing field; we’re all at ground zero, so we need to work together to figure it out.”Chief Creative Officer, JohannesburgFROM THE CEO2AI & CREATIVITY REPORT 2025CONTENTSSHAPING THE SHIFTCONTENTSForeword Ground truthSeven shifts Playbook for progressBuilding the future togetherPrompts & picturesPrepared byBrainstrust 🔗 & Juno 🔗Sponsored byShutterstock 🔗CreditsBen Cooper 🔗 Nic Chamberlain 🔗Brendan Donnelly 🔗D&ADPaul DrakeLisa CheungMadhuri Chowdhury4548505114Page3Disruption remains a constant force in the creative industry. We’ve lived through the sea change of digital media, shifts in audience behaviour, and the dramatic rise of mobile and spatial computing. Each time, we’ve learned. We’ve adapted. Each time, we’ve evolved.Now, with the rise of AI, we find ourselves in the midst of yet another wave of transformation. The seemingly boundless possibility brings excitement, but it also brings uncertainty - and for many creators, a deep and understandable sense of displacement. That feeling is real, and it deserves acknowledgement and attention. But the road doesn’t end there.Generative AI is a powerful new tool, but like any tool, the impact and value lies entirely in how we use it. At Shutterstock, we've embraced AI to democratise creative ideation, accelerate content c