The Sweathead AI Survey

The Sweathead AI Survey, 2025

Thank you for helping us understand where the heads of you and your company are at when it comes to artificial intelligence right now. This survey will be available until July 31, 2025. We’ll release our analysis a couple of weeks later, and we’ll be able to compare this year’s results with the results from 2024. Make sure you’re subscribed to the Sweathead newsletter so you get our analysis first.

AI Research Survey 2025

What country are you from?

Which best describes your current situation?

I work in an agency

I work in an in-house agency

I am a freelancer or consultant

I work for a brand

How often do you use AI tools like ChatGPT, Claude, Perplexity?

At least once a day

At least once a week

At least once a month

Less often

To what degree has your company formally adopted AI?

Not at all

We’re experimenting as individuals

We’re actively considering use cases for AI

We’re prototyping and testing various AI applications

We’ve recently rolled out AI solutions within the company

AI is a formal part of our work that we are continuously updating and expanding

Which of the below are formally in place at your company?

A clear vision for AI

AI training programs

New talent with AI skills

A roadmap for rolling out AI

Data governance systems

AI policies

Ownership or licensing of AI technology

What access to AI tools do you have?

Open source tools like ChatGPT

Open source tools with premium subscription for more complex functions

Newly developed in-house tools

Existing tools updated to now integrate AI (eg Microsoft)

Industry-specific tools - eg for generating creative briefs

Which aspects of AI are you concerned about?

It could learn/perpetuate human biases

It lacks a human touch

Too many unknown consequences

It is developing too fast

Too many unknowns in the algorithms

It does not consider morality/ethics

It could take away people’s jobs

It could become sentient

Why do you use AI?

To stay relevant in my career

To automate frequent processes

To get average insights/ideas fast

To save time on tasks

To provide executive summaries of research

To check my work e.g. proofreading

What do you use AI for?

Ideation and brainstorming

Automate complex (editing) processes

Automate manual (time-consuming) processes

Creating images with prompts

Deriving Insights

Getting different perspectives to use as a springboard

Audience Research

Are there other things you use AI for at work?

What frustrates you about using AI?

It requires a lot of human supervision especially in terms of directing and correcting

It is not that advanced in doing everything we want it to do

It is not consistently reliable and tends to lie/create answers

It provides starting points but it's not always that useful

"AI is currently making artists/creatives less relevant."

Yes

No

Somewhat

"AI will eventually make my job redundant."

Yes

No

Somewhat

"I am able to distinguish between an AI and human response/product."

Yes

No

Somewhat

"AI will improve the workplace."

Yes

No

Somewhat

Do you have any final reflections about AI?

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First Name

Last Name

Email

The Sweathead AI Survey, 2025

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