Future of design in question as AI challenges 61% of agency professionals, global survey reveals

31st March, Aalst (Belgium) — With 61% of agency graphic professionals feeling that AI poses a significant or moderate threat to their teams' roles, there is a real need to address the rapidly changing landscape to secure the future of human-centric design.

In its newly published Agency Guide, CHILI publish looks at some of the key challenges agencies are facing in an ever-changing environment where automation and AI are driving significant changes. It provides information on how agencies can take the first steps to adapt to this new normal and offers actionable insights into design and technology, highlighting how their symbiotic relationship can have transformative effects.

The Guide for Production Agencies has been created after a recent survey asked 200 agency graphic professionals across the UK, US, France, and Germany about the pressures graphic production teams currently face. The rising demands and expectations of consumers, alongside the rapidly evolving world of automation and AI, are creating the perfect storm, where graphics professionals are caught between delivering creativity and finding the time to invest in new and innovative technologies.

The main themes that the guide will address are:

Upskilling for increasing workloads

As AI and new design tools become more prevalent, 47% of respondents report an increase in workload rather than relief. A key challenge is AI proficiency, with 32% identifying the ability to instruct AI effectively as a missing skill. Additionally, 41% see AI knowledge as essential for future-proofing their careers. To stay competitive, agencies must invest in upskilling and equip designers to work alongside AI rather than be overwhelmed by it.

Balancing a human-centered approach with AI

While AI enhances efficiency, it lacks human intuition and cultural awareness. 49% of professionals believe AI cannot match human designers in understanding generational and cultural nuances, and 61% see AI as a threat to their roles. Agencies must strike a balance, utilising AI for efficiency while ensuring creativity remains at the core of design. The most successful agencies will use AI as a collaborative tool, not a replacement for human talent.

Preparing for a tech-driven future

With technology accelerating, 51% of respondents believe manual graphic production will be obsolete within five years. In response, 32% of agencies are structuring AI adoption to handle increasing workloads. Those who embrace AI strategically will gain a competitive edge, but success depends on ensuring AI enhances rather than disrupts the creative process.

Commenting on the Guide for Production Agencies in 2025, CHILI publish’s CEO, Kevin Goeminne, says: “Our survey has demonstrated, unequivocally, that the industry is on the brink of a major change but that many agencies are struggling to evolve fast enough. We hope that this guide will provide a starting point to help those agencies who are still grappling with the need to adopt new technologies while maintaining their own creative freedom. We believe that AI and automation should be seen as positive tools in the delivery of large-scale, personalized, and regionalized campaigns. They should not be feared but seen as a way of delivering work more economically and to the exacting standards that brands require. This can all be done while facilitating a culture that celebrates creativity.”

For full access to the report, please visit:

About the research:

The Brandwidth 2025 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.