According to an article on The Wrap, a recent study by United Talent Agency (UTA) presented at the Cannes Lions festival highlights the growing acceptance and utilization of artificial intelligence (AI) in creative industries. The study, titled "AI Takes Center Stage: The Real-Time Impact of AI in Creative Media & Marketing," involved a survey of 500 creative professionals in the United States, Canada, and the United Kingdom.

Key findings of the study include:

• 81% of creatives believe AI will benefit their work.
• 73% think AI will elevate the quality of content.
• 71% are excited about AI or curious about its potential.
• 70% have used AI, with around half doing so at least weekly.
• 69% see AI as the most impactful technology of their lifetime.
• 88% find AI makes tasks easier.
• 84% are acting on new ideas thanks to AI.
• 75% say they create higher-quality work with AI.

The study reveals a shift from initial resistance to a more optimistic and utilitarian view of AI, with professionals recognizing its potential to enhance rather than replace human creativity. Joe Kessler, Global Head of UTA IQ, noted the historical pattern of new technologies initially facing resistance before being integrated and utilized to augment creative processes.

While the study shows a positive outlook towards AI, it also highlights concerns over protecting creatives' rights and the need for increased regulation, with 71% supporting such measures. The survey also predicts a future where AI's growth will lead to a renewed appreciation for uniquely human creativity and experiences.