Shutterstock – The 2025 Creative Impact Report

The main theme of the report is the exploration of the impact of creativity on brands in an unstable world.

Key findings include: Traditional marketing strategies are no longer effective, and increasing budgets do not lead to higher purchase intentions. The impact of creativity on business outcomes is measured through unique models and AI testing. Creativity based on genuine emotions and cultural awareness is key to overcoming content fatigue and achieving measurable ROI. In the future, the advertising environment will become more competitive and fragmented, requiring brands to create smarter and more creative content.