TLDR: The 2025 Creative Census, an annual Australian survey of media and marketing, will specifically investigate the integration and impact of artificial intelligence on human creativity. This year’s focus comes amidst a significant turning point in generative AI adoption, aiming to balance its strong use cases with anxieties about job replacement. The census, presented by QMS, will open on September 1st, with results expected in early October.
The highly anticipated 2025 Creative Census, the annual benchmark for creative thinking within Australia’s dynamic media and marketing sectors, is set to delve into the critical intersection of artificial intelligence and human ingenuity. Presented for the fourth consecutive year by digital outdoor media leader QMS, the survey will specifically concentrate on the augmentation of AI with human intelligence.
The 25-question survey invites participants from media publishers, various agencies (media, creative, content, production, communications), and consumer marketing to share their perceptions regarding creativity, collaboration, and innovation within their organizations. These insights are then measured against broader industry standards.
Wade Kingsley, founder of The Creative Census, highlighted the timeliness of this year’s theme. “This year truly has been a turning point in the maturation of generative AI and adoption in our industry,” Kingsley stated. “We are seeing strong use cases, but we also know there’s a level of anxiety on how human creative tasks are being replaced. With the Census we aim to understand the balance, along with our annual benchmarking topics around levels of curiosity, bravery, and risk taking.”
QMS, returning as a presenting partner for the third year, underscored the importance of creativity in their sector. Tennille Burt, QMS chief marketing officer, commented, “Out of home has long been one of the most creative media channels and the exponential rate of innovation in DOOH has significantly increased its appeal, impact and influence. We’re delighted to once again be a part of The Creative Census. As the only survey of its kind in Australia, it sets an important benchmark and adds to the marketing and media industry’s understanding of the value of creativity across clients, agencies and publishers.”
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The 2025 Creative Census will officially open for participation on September 1st, with the comprehensive results slated for release in early October.
