Creativity in Motion Report
The signals, shifts, and strategies taking us from 2026 into 2027.
Even in the AI era, human connection is key
Epidemic Sound’s new report, Creativity in Motion, explores how AI is shaping the creative economy. Based on research with 4,500 artists, brands, and creators in the UK and US, the findings show that AI is now widely used across all three groups: 69% say it has increased opportunities in their profession, rising to 73% among artists.
But opportunity doesn’t always equal value, as only 66% say AI-generated content currently meets their expectations for creative quality. AI gives people more ways to create, adapt, and distribute work. This report determines what real value looks like.
The 2026 Rewind: Possibility, human value, and trust
2026 did not simply make more content possible. It changed what audiences value, what they expect, and what they trust.
AI expanded the creative field: 69% of brands, creators, and artists say it is increasing opportunities in their profession. As a result, human qualities became more valuable, with 76% saying human-created content is becoming a premium offering. Trust became the condition for it all: AI creates value when it’s used transparently, with consent at its foundation.
The 2027 Playbook: AI will help artists, brands, and creators do more with their ideas
In 2027, AI will become a more important part of creative workflows: 58% of all groups used it for workflow support in 2026. Its greatest value will be amplifying human creativity: helping people make the most of their original ideas and maximizing their creative assets across channels and formats.
The 2027 Playbook: Copyright compliance will be impossible to ignore
Brands will face growing pressure to prove that their music is properly licensed and transparently sourced. 83% worry their past use of music and sound wouldn’t withstand a formal audit, and 56% have experienced copyright or takedown issues in the past two years.
The 2027 Playbook: Human-made content and sound will stand out
76% say human-created content is becoming a premium offering. It strengthens emotional connection, builds identity, and drives engagement and revenue. In 2027, standing out will mean putting humans at the center of content.
The 2027 Playbook: Creative control will shift from reactive to proactive
89% of artists say control over their music, data, and creative identity will define their long-term success. In 2027, pressure will grow for clearer rules on how artists’ music, voices, and identities are used. The focus will move from addressing unauthorized AI use to meaningful consent, attribution, and compensation.
The 2027 Playbook: Creators and artists will build closer, more direct audience relationships
72% of creators are already building direct audience relationships, and 37% of artists say a strong connection with fans is their main long-term goal. As AI fuels the competition for attention, creators and artists will build recognizable identities and loyal communities beyond the platforms that helped them grow.
- The shift into 2027 is already underway. Find out what it means for brands, creators, and artists.
About Epidemic Sound
Epidemic Sound is the leading soundtracking platform for content creation, helping brands and creators take their content to the next level with human-made music, Hollywood-grade sound effects, AI-enhanced workflows, and globally cleared licensing. All while empowering artists to build and grow a career in music.
Methodology
The survey was conducted among 3,000 creators, 1,000 artists, and 500 brands across the UK and US. The interviews were conducted online by Sapio Research in March–April 2026 using an email invitation and an online survey.
Unless stated otherwise, “all groups” means the full sample of 4,500 respondents.
*Base varies by question. Q12–Q16f: brands and creators, n=3,500; Q17–Q27: brands, n=500; Q28–Q39: creators, n=3,000; Q40a–Q49d: artists, n=1,000
Sapio Research is a B Corp Certified full-service market research agency. Sapio Research is an MRS Company Partner, and employs members of, and abides by, the MRS Code of Conduct and ESOMAR principles.