[AI x Creative Survey] While AI adoption advances in corporate creative fields, over 70% of companies using AI respond they "do not actively disclose it."

amana Inc. (Headquarters: Shinagawa-ku, Tokyo; Representative Director: Takeaki Kaneko; hereinafter "amana"), which realizes communication transformation through creativity, conducted a "Survey on AI x Creative" targeting 400 marketing and creative professionals at companies.

The results showed that while 59% are utilizing generative AI, 71.4% of companies using it responded that they "do not actively disclose their AI usage."

Furthermore, 61.75% responded that it "influences creative evaluation and decision-making," indicating that generative AI is bringing changes not only to the production process but also to corporate creative activities themselves. On the other hand, challenges related to operation and quality control have also become apparent, such as "copyright/rights concerns" (32.5%), "lack of evaluation criteria" (24.0%), and "unstable quality" (21.5%).

Details of this survey report can be downloaded from here.

▼ Background

With the spread of generative AI, its adoption is rapidly advancing in corporate marketing and creative production sites. However, AI adoption in companies is shifting from the stage of "whether to introduce it" to the stage of "how to operate it" and "how to ensure quality." Especially in the creative field, while expectations for improved production efficiency are high, new challenges such as copyright, quality control, and consistency with brand expression are also becoming evident. Therefore, amana conducted this survey to clarify the actual state of AI adoption and its challenges in companies.

▼ Survey Results Summary

59% utilize generative AI

61.75% responded "influences creative decision-making"

71.4% of companies using AI do not actively disclose it

Challenges in AI utilization include "copyright risks," "lack of evaluation criteria," and "quality variations."

43.5% have unestablished or unclear guidelines

* Points 4 and 5 are explained in the survey report.

▼ Survey Results

1. 59% utilize generative AI

First, regarding the utilization of generative AI in the creative field, it was found that approximately 60% (59%) are using generative AI.

Generative AI Utilization Status: Utilizing 59% / Not Utilizing 41%

2. 61.75% "Influence Decision-Making"

With 61.75% responding that it "influences creative evaluation and decision-making," generative AI is bringing changes not only to the production process but also to corporate creative activities themselves.

Influence of Generative AI on Decision-Making: Influential, 61.75%

3. 71.4% of companies using it do not actively disclose it

Among companies utilizing generative AI, 71.4% responded that they "do not actively disclose their AI usage," revealing that they are not actively disseminating information about their AI adoption.

External Disclosure Status of AI Usage: Not Actively Disclosed, 71.4%

▼ Discussion

This survey indicates that generative AI adoption in companies is transitioning from an experimental stage to a phase of practical application.

However, as utilization progresses, challenges such as what criteria to use for evaluation, how to ensure quality, and how to maintain brand identity become increasingly important.

What is required of companies is not just AI introduction, but the development of operational designs and creative governance structures that utilize AI while maintaining brand value.

▼ Published in Survey Report

"Companies Using AI vs. Companies Not Using AI: The Gap in 'Brand Expression' is Widening"

The survey report details 6 challenges faced by companies using AI, the reality of companies not disclosing AI usage, approaches to maintaining brand quality, changes in partner selection criteria, creative operational design in the AI era, and is summarized based on this survey.

Download the survey report here

▼ Survey Overview

Survey Name: Survey on AI x Creative

Survey Target: Marketing and Creative Professionals at Companies (Advertising, Promotion, Brand, Business Planning)

Job Title Composition: Executives/Officers 17.5% / Manager and Above 27.3% / Manager 23.5% / General Staff 31.8%

Company Size: Under 100 employees 35% / 100-499 employees 20% / 500-999 employees 13.3% / 1,000+ employees 31.8%

Job Type: Marketer 92.3% / Creator 7.8%

Number of Valid Responses: N=400

About A3|amana AI Architects

A3|amana AI Architects is amana's specialized AI organization that promotes creative development using generative AI, with the vision of "Evolving AI into Evolving Aesthetics." Diverse creators such as art directors, photographers, and CG artists collaborate with AI specialists to provide end-to-end support from expression design tailored to each brand to graphic and movie production. URL: https://amana.jp/service/detail_57.html

About amana Inc.

Established in 1979 as a production company for advertising photography. Subsequently, the company expanded its business to become one of Japan's largest creative studios, producing and providing visual content such as stills and videos (TV commercials, web videos, etc.), and CG (retouching, 3DCG, apparel CG). Currently, by leveraging its abundant creative resources and knowledge gained from approximately 10,000 projects annually, amana is working to realize communication transformation that conveys client value and moves people through creativity. Furthermore, by combining proprietary solutions developed by amana, the company supports clients' communication strategies and DX (Digital Transformation) promotion, undertaking numerous projects that enhance corporate value together with clients.

amana Inc. Company Profile

Representative: Takeaki Kaneko, Representative Director

Location: 2-2-43 Higashi-Shinagawa, Shinagawa-ku, Tokyo

Established: April 1979

Capital: 100 million yen

Number of Employees: (Consolidated) 520 (As of January 1, 2026)

Business Activities:

Visual Communication Business (Strategy and planning in the communication domain, brand design & activation, internal communication, content marketing, content production/editing, prototyping, movie/graphic production, web production, planning of various other promotional measures, etc.)

URL: https://amana.jp/