AI Tool Adoption Among Video Creators: A Study of Professional Use in the AI Age

Client

A Creative Technology Research Client

Service

B2C Qualitative Research / Web In-Depth Interviews

Sector

Media, Technology & Creative Tools

Coverage

United States

A creative technology research client partnered with us to recruit professional video creators in the United States for a qualitative study on AI tool adoption among video creators. The research looked at how creators were using platforms such as Artlist and Higgsfield, and how AI-enabled features were fitting into day-to-day video production.

Participants were screened for hands-on use of professional video tools, stock assets, and AI-enabled creative platforms, with representation across different company sizes. The study focused on working creators with direct experience of AI-enabled video production workflows, rather than casual or occasional users.

The Challenge

The challenge was to look beyond general awareness of AI tools and examine the factors influencing AI tool adoption among creators. The client needed to understand where AI features were fitting into established production processes, what made them useful in practice, and where friction could limit continued use.

Key areas of focus included:

• How AI tools in professional video production were being incorporated into existing creative workflows.

• The types of creative tasks and use cases where AI tools were most relevant.

• What encouraged professionals to adopt and continue using AI-enabled features.

• Factors that could reduce usage or create resistance within existing workflows.

• Differences in adoption across creators working in different company environments.

• How AI tools fit alongside established editing software and stock-asset usage.

What We Did

We recruited a tightly defined group of professional video creators in the United States for client-led creator interviews. Given the specificity of the audience, respondent profiles were reviewed before scheduling to ensure they matched the study requirements.

The study included:

• 6 professional video creators, split between 3 Artlist users and 3 Higgsfield users.

• 45-minute web IDIs conducted through Zoom.

• Participants using professional editing tools such as Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve.

• Screening for regular use of stock assets and relevant AI-enabled creative platforms.

• Representation across freelancers, micro businesses, SMBs, mid-market companies, and enterprises.

• Webcam-enabled interviews completed on laptop or desktop devices.

• Client profile approval before scheduling, supported by rolling recruitment and calendar coordination.

• Recruitment, respondent scheduling, NDA handling, and incentive management, including a $350 respondent incentive.

The recruitment setup helped ensure the video creator research in the United States reflected professionals with direct, recent experience of the tools and workflows relevant to the study.

The Impact of Research

The study assessed how professional creators were using AI-enabled tools within real production environments, giving the client a structured view of how adoption was taking shape across different working contexts.

The research covered:

·   How creators were integrating creative AI tools into established production processes.

• The range of use cases being explored across different types of video work.

• Longer-term use of AI-enabled features in professional video work.

• Areas where existing workflows could affect adoption or create friction.

• Differences in usage across freelancers, smaller businesses, and larger organizations.

• How AI-enabled platforms fit alongside established editing tools and stock-asset workflows.

The AI adoption research provided a focused basis for examining how professional creators were incorporating new tools into their work and where usage patterns differed across production environments.

If you’re looking to reach highly specific professional audiences and examine how new tools are being used in practice, contact us to build a research approach around the people and workflows that matter most.