Brandwidth – A Research Report on Creative Workflows in 2025

Facing the Multichannel Reality

A Research Report on Creative Workflows in 2025

An introduction to Brandwidth

In today’s multichannel economy, brands and creative agencies struggle to keep up with the growing demand for creative assets.

Brands must offer more to compete, which leads consumers to expect more. This relentless pace impacts content creators, their teams, and the brands they serve.

We call this Brandwidth: the real and present challenges impacting the performance and output of graphic production teams.

To understand the current state of Brandwidth, CHILI publish surveyed over 400 graphics professionals globally in July 2024.

Key statistics on capacity and workload issues
in graphic design and production:

84%

Experienced product launch delays

96%

Say automation will be necessary to overcome increasing workloads in the future

49%

Believe manual graphic production will be obsolete in five years time

Dive into the Details

Take a closer look at Brandwidth from a number of perspectives: AI and Automation, Design Skillsets needed in the age of AI, and the impact of the growing demand for Personalization and Localization on the design function.

Part 1

Brandwidth Uncovered

87% of respondents have encountered personal issues linked to Brandwidth, with the most common being time off due to stress, job changes, and complaints to line managers. Losing these individuals' contribution means brands risk losing traction with consumers.

Part 2

The Impact of AI and Automation

96% of respondents acknowledge that more automation will be necessary to manage increasing workloads in the future. However, 89% perceive AI as a threat.

About Brandwidth and AI

Part 3

Closing the Skills Gap

95% agree that there are skills gaps in today’s graphic production teams across various areas. One of the most critical skills required is the ability to work effectively with technology.

Dive into the skills gap

Part 4

The Need to Get Personal

98% agree that personalization is increasing, and 96% said the same about localization. Various reasons were cited, but consumer demand topped the list in both cases.

Let’s get personal