How Digital Creatives Are Using AI – Survey Results

AI is making its presence felt across every corner of the digital creative industry, from crafting compelling copy to automating code generation, and beyond.

Almost every product or service is integrating some form of AI, transforming how we work and innovate. 

We surveyed over 500 web designers, developers, digital marketers and copywriters, to gather their insights on just how big of an impact AI is having on their jobs. 

The answers paint an interesting picture of the web industry’s approach to AI usage, and how it will develop over the coming years. 

Some key takeaways include: 

• 89% of people use AI tools in their work
• Satisfaction with AI content varies from 84% to 97%
• 84% think that AI should be government regulated
• 42% believe AI poses a risk to human jobs

Read the results 

Visit our AI survey results page to explore the results further and read the opinions of some of the top designers, developers, SEO’s and copywriters from across the world. 

You can also watch our video summary below.

Who We Surveyed 

Everyone involved in our survey had to self-identify as either a web designer, web developer, digital marketer, or copywriter.  

Within that pool, we found a diverse range of respondents. 

• 12% had been in their position for 2 years or less
• 28% had 3-5 years of experience
• 30% were in the role for 6-9 years
• 30% held over a decade of experience
• 75% were employed
• 21% run their own businesses employing others
• 4% work freelance

On average, copywriters were the most experienced of those surveyed, with 42% saying they held over 10 years of experience. By contrast web designers were generally the least experienced, with 3-5 years and 6-9 years being selected by 33% each, but only 25% choosing 10+ years. 

“Employed” was the majority selection from all roles. Web designers were most likely to employ others (28%), while copywriters led in freelancing (9%). 

AI Adoption Rates in the web industry 

One of the standout findings was the extent to which AI has integrated into professional workflows. 

A significant majority of web professionals reported using AI tools within their work. 

79% said they used an AI tool on at least a weekly basis, with 39% using them daily. 

By contrast, only 11% reported never involving AI with their work.  

• Web designers were the most frequent users, with 51% employing AI daily and 90% using it weekly. Only 5% reported never engaging with AI. 
• Web developers followed, with 82% using AI weekly and 8% abstaining entirely. 
• Sentiment shifted among digital marketers, where 72% engaged weekly, but 15% never used AI. 
• Copywriters lagged slightly, with 69% using AI weekly and 21% avoiding it altogether—the highest non-adoption rate of any group. 

This shows that whilst AI usage is high across the board, there is a clear split depending on what the job role involves. 

AI Usage by Experience

Our survey also highlighted something of a “generational divide” in terms of experience. 

Respondents with 0-2 years of experience are the most consistent AI users, with 81% leveraging the tools weekly. By contrast, those with 10+ years of experience are the least likely to adopt AI tools, with 27% avoiding them entirely.  

This perhaps shows a more skeptical approach by those who have been doing their job long before AI tools became popular, possibly due to established workflows predating AI tools. 

Satisfaction with AI tools

Whilst jokes about awkward copy or AI hallucinations may be all over social media, overall satisfaction levels with AI tools is high. 

Across all demographics, 44% of our respondents professed themselves “Extremely impressed” with the results of AI tools, with a further 48% saying they were “Somewhat impressed”. 

Only 2% were unimpressed by the results provided. 

Once again there is a sliding scale based on job roles. 

• 97% of web designers are pleased with AI’s results, and 60% report being “extremely impressed.” 
• Digital marketers also have a high satisfaction rate, with 94% impressed by its capabilities, and 38.5% extremely impressed
• Web developers showed an 88% satisfaction rate, with 42% highly impressed
• Copywriters again come at the lowest end of the scale, however overall sentiment remains high, with 84% impressed, 30% extremely impressed, and 16% not impressed

Satisfaction with the results that AI tools provide is high across all experience levels, ranging from 87% to 96%. 

Regulation of AI Tools

There is a longstanding debate of innovation v regulation when it comes to tools such as AI, and whilst our respondents are regular users of the tools, the majority of them do support Government intervention to control AI development. 

Our survey showed 84% believe that the US Government needed to do more to regulate AI growth, 31% going as far as to say it should be “heavily” regulated. 

This belief was consistent across all job roles, with 83% of web designers, 84% of web developers, 83% of digital marketers, and 88% of copywriters all favouring regulation. 

Support for regulation was also consistently high, with all experience levels leaning over 80% in favour. 

AI & Jobs 

Perhaps the biggest concern around AI involves how it will affect the jobs of humans. 

Whilst in this early phase many of us are using AI to help with our jobs, some believe this could eventually lead to humans being replaced by machines in some roles. 

This sensitive topic splits our respondents the most of any question. 

A slight majority of 42% believe that AI poses a threat to jobs within the web industry. 

This compares with 40% believe that AI tools will create more jobs for humans – perhaps pointing to a growing industry of AI tool development and maintenance. 

Meanwhile 19% felt that there would be little to no impact, and that AI would simply remain a tool. 

This question highlighted the biggest divides amongst job roles too. 

• Web designers had a positive view of things, with 58% believing that AI will create more jobs, and only 25% thinking it could take jobs away.
• Web developers also skewed optimistically, as 42% said they see AI as a creator of jobs, compared to 33% who felt it could reduce opportunities.
• When it comes to digital marketing only 31% felt AI would create jobs, and 54% believe that these tools pose a threat to human workers.
• Copywriters were similarly concerned, with only 30% seeing the employment benefits of the AI industry, and 52% feeling that roles could be at risk. 

Breaking results down on an experience level painted an interesting picture, with those at the start of, or further into, their careers holding the most concerns. 

50% of those with under 2 years of experience feel that AI is a risk to jobs, as do 48% of those with over a decade in the industry. 

In the mid-range, concerns are much lower. 

On average only 37% of those with between 3 and 9 years of experience feel that AI could put jobs at risk. 

Interestingly, business owners see the most opportunity in AI, with 46% believing it creates new job opportunities, and only 35% seeing it as a threat. 

Those identifying as employees are more concerned, with just 37% seeing chances for job growth, and 43% feeling their position could be at risk. 

Freelancers feel the most at risk, as 50% see AI as a threat to jobs. 

This split is a fascinating insight into industry attitudes, as a business owner see’s the efficiency and growth opportunities offered by AI, whilst a freelancer may fear that small businesses could turn to an AI tool for writing, coding or design, rather than paying a third-party freelancer. 

Conclusion 

AI’s emergence has the potential to be a pivotal moment for all in the web industry, whether designing, developing, marketing, or writing. 

These findings show that whilst AI tools are definitely providing benefits in the short term, opinions on the future are very much split. Strong support for regulation is likely something that will continue to grow as AI tools continue to breach into the mainstream. 

Visit our AI Survey Results page to explore our visualised results, including the biggest fears surrounding AI, and what impact it is having on content quality. 

We’d love to hear your thoughts on AI, do you use it in your role on a regular basis? Do you agree that it is improving content, or can you spot an AI written post a mile away? And do you support regulation, or should AI be allowed to grow freely? Let us know in the comments below.