Creative Intelligence: Adopting & Operationalizing
Creative Intelligence

Discover how creative intelligence is transforming creative from an unmeasurable cost center into a data-driven performance engine—poised to impact more than 60% of all creative spend by 2035.

Grounded in primary research, including a survey of 120+ creative and media agencies across the US and UK and in-depth interviews with marketers, agencies, and technology providers, this report explores:

• The rapid market acceleration of Creative Intelligence—expected to achieve mainstream adoption in just three years (through 2028), compared to five years for programmatic and mobile advertising, with demand driven by dynamic creative optimization (31%), personalization (23%), and performance measurement (15%)
• The integration imperative—how Creative Intelligence bridges the gap between audience data and creative assets, enabling real-time optimization, personalized delivery, and measurable impact across the full customer journey
• The organizational transformation required—from new roles like creative engineers and marketing technologists to the evolution of creative strategists who rely on data-driven insights and media planners who treat creative performance as inseparable from media effectiveness

Download the report to explore how leading brands and agencies are operationalizing Creative Intelligence—and fundamentally redefining creative accountability