For content creators, generative AI has already become a reflex.
According to the latest global study “ Creators’ Toolkit » from Adobe, presented during its Adobe MAX conference, 83% of French creators use generative artificial intelligence in their creative processes.
The survey, conducted in September 2025 among more than 16,000 creators in eight countries, paints a precise portrait of a generation for whom AI and mobile are redefining content creation.
AI: massive adoption despite some reservations…
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For the majority of French creators, generative AI is now a daily working tool.
This technology is no longer limited to just a single task, it covers their entire workflow.
It is mainly used for editing, enlarging and enriching (51%), generating content such as images and videos (45%) or ideation and reflection (27%).
More than just a time saver, it becomes a source of inspiration and a catalyst for creativity. Nearly eight out of ten creators say that they are able, thanks to these tools, to produce content that they would not otherwise have been able to create.
And for many, the economic impact is tangible: 70% believe that AI has helped develop their business or community.
But with this mass adoption comes new expectations.
Two thirds of French creators fear that their content will be reusedwithout their consent, to train other AI models.
The need for transparency and traceability thus emerges as a central issue in the relationship between creators and technologies.
The cost of tools, quality of content generated or the lack of clarity on the origin of the data also remain points of vigilance.
Towards a more proactive AI
The study also highlights the emergence of a new generation of tools: “agentic” AI.
These technologies no longer just execute orders, they propose, analyze and anticipate.
In France, 61% of creators say they are enthusiastic about delegating certain repetitive tasks to an AI able to analyze a creative style, optimize the performance of content or suggest new ideas.
A promise of efficiency, provided we keep “humans in the loop” — a balance that creators consider essential to preserve their singularity.
Mobile, new center of gravity
Another major transformation: the role of mobile in production.
For 74% of French creators, smartphones or tablets have become real creative studios.
They are no longer limited to capturing images or videos, but allow you to plan, modify and publish content directly from a single device.
This radical mobility redesigns workflows and makes creation more fluid, more immediate, more contextual.
A new era also for brands
For digital marketing professionals, these lessons have serious consequences.
Generative AI is emerging as a strategic lever, capable of accelerating production while enriching creativity.
Mobile is becoming a vector of creation as well as distribution. And trust — in tools, data and processes — is rising to the rank of key value.
In short, creation is entering a new phase: hybrid, fluid, augmented. AI, far from replacing creators, is redefining their role.
It is now up to brands to learn to dialogue with these new content artisans, armed with algorithms, smartphones and increased creativity…
Methodology:
In September 2025, Adobe and Harris Poll conducted an international survey of more than 16,000 content creators in France, the United States, the United Kingdom, Germany, South Korea, Japan, India and Australia. As part of this study, creator was defined as any person creating and publishing digital content several times a month with the aim of informing, entertaining or mobilizing an audience on social networks. The survey focused on entry-level or semi-professional profiles (mainly Generations Z and Y), and not those who work full-time as creative specialists or hold positions in the creative industry.
