Report: Manual Graphic Production on the Brink of Extinction
The graphic production world is shifting – fast. AI and automation are rewriting the rules, turning what used to be a manual grind into a high-speed, tech-driven playing field. But new tech is also bringing new challenges - and the solutions are far from plug-and-play. The result? Design pros are being left balancing their creative talents against the pressure to learn yet more tools.
Meanwhile, out in the marketplace, consumers are hungrier than ever for more personalization, more eye-catching visuals, and more instant gratification. And this means brands are feeling the heat to crank out visuals at a pace that can feel almost impossible.
So, what’s really going on behind the scenes? At CHILI publish, we’ve been digging deep into these challenges with our 2025 Brandwidth investigation. We've got the low down on how new tech is reshaping the entire industry. Curious to see if you’re ahead of the curve — or struggling to stay in the game? Let’s dive in.
What did our research set out to achieve?
With new opportunities and pressures seemingly coming from all sides, a common issue we’ve identified among brand professionals is the struggle to keep up with the growing demand for brand assets. We’ve named this situation "Brandwidth" (a combination of the words "bandwidth" and "brand”).
Recognizing Brandwidth’s importance, we surveyed over 400 graphic professionals globally in Summer 2024 to understand the challenges they and their teams are facing, why these challenges are happening, and what the future of the industry holds.
How was the research conducted?
The research was carried out by Sapio Research, an expert in technology and B2B market research, across four key markets: the UK, the US, France and Germany, with 100 respondents from each country. The survey targeted two main audiences: 198 graphic decision makers from retail companies, and 202 respondents from marketing and advertising agencies responsible for graphic production. The data was collected through an online survey in July 2024, using targeted invitations.
Key highlights from the survey
The survey provided compelling insights, revealing the true impact of Brandwidth on graphic designers and production teams. The data shows that Brandwidth is having a significant effect on both the wellbeing and productivity of graphic professionals, with many considering job changes due to mental health strain and creative burnout. Yet Brandwidth's impact extends even further, with businesses experiencing higher operational costs, missed sales opportunities, and disrupted production processes.
The data also highlights three key areas which are presenting new challenges to the industry, including:
Artificial Intelligence (AI) and Automation
AI and automation tools are reshaping workflows, offering opportunities for greater efficiency. However, they also raise concerns about job displacement and their inability to grasp human nuances as effectively as people can.
The Skills of Graphic Professionals
As the industry evolves, graphic professionals are increasingly required to develop a broader skill set, not just in creative design but also in mastering new tools and technologies, making upskilling a constant challenge. However, the results demonstrate that these technologies are actually taking too long for designers to learn, meaning that rather than helping reduce their workloads, they are adding to it.
Personalization and Localization
The growing demand for highly personalized and localized content is placing additional pressure on design teams to deliver tailored visuals for diverse audiences, often within tight deadlines, adding complexity to the production process.
What does this mean for the future?
The results of our investigation paint a clear picture, the future of the graphic production industry lies in embracing the very technologies that are both challenging and empowering professionals today. AI and automation are set to play an increasingly integral role, helping streamline processes and boost efficiency, but they will never fully replace the creativity and human touch that designers bring to the table. Instead, these tools will enhance human capability, allowing professionals to focus more on the strategic and creative aspects of their roles.
While the challenges highlighted in the Brandwidth report are important, they also offer great opportunities for growth and innovation. The future of graphic production is about blending technology and creativity, allowing designers to do what they do best, create impactful and engaging visuals that resonate with their audience.
Marketing,
Brandwidth
Kevin Goeminne
Oct 15, 2024
