Facing the Multichannel Reality

Brandwidth 2025

A Research Report on Creative Workflows in 2025

Discover the insights

An introduction to Brandwidth

In today’s multichannel economy, brands and creative agencies struggle to keep up with the growing demand for creative assets.

Brands must offer more to compete, which leads consumers to expect more. This relentless pace impacts content creators, their teams, and the brands they serve.

We call this Brandwidth: the real and present challenges impacting the performance and output of graphic production teams.

To understand the current state of Brandwidth, CHILI publish surveyed over 400 graphics professionals globally in July 2024.

Key statistics on capacity and workload issues
in graphic design and production:

  • 84%

    Experienced product launch delays

  • 96%

    Say automation will be necessary to overcome increasing workloads in the future

  • 49%

    Believe manual graphic production will be obsolete in five years time

Dive into the Details

Take a closer look at Brandwidth from a number of perspectives: AI and Automation, Design Skillsets needed in the age of AI, and the impact of the growing demand for Personalization and Localization on the design function.

  • Illustration: a grid of pink circles on a red tile, some of them joined into a winding path.

    Part 1 Requires sign-up

    Brandwidth Uncovered

    87% of respondents have encountered personal issues linked to Brandwidth, with the most common being time off due to stress, job changes, and complaints to line managers. Losing these individuals' contribution means brands risk losing traction with consumers.

    Read more
  • Illustration: rows of binary code on a purple tile surrounded by abstract blocks.

    Part 2 Requires sign-up

    The Impact of AI and Automation

    96% of respondents acknowledge that more automation will be necessary to manage increasing workloads in the future. However, 89% perceive AI as a threat.

    Read more
  • Illustration: two yellow halves with cursor arrows reaching towards each other across a gap.

    Part 3 Requires sign-up

    Closing the Skills Gap

    95% agree that there are skills gaps in today’s graphic production teams across various areas. One of the most critical skills required is the ability to work effectively with technology.

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  • Illustration of a location pin on top of a globe, representing localization.

    Part 4 Requires sign-up

    The Need to Get Personal

    98% agree that personalization is increasing, and 96% said the same about localization. Various reasons were cited, but consumer demand topped the list in both cases.

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  • Illustration: four blue quarter-circle shapes arranged like a pinwheel.

    Agency Report

    A Guide for Production Agencies

    Faced with limited resources, tighter budgets, and evolving technology, the traditional agency model is being reshaped. If agencies don’t adapt their business models, they risk falling behind, losing relevance, and missing out on opportunities to stay competitive.

    Read more

Want to know more about how we carried out this research?

Learn more on our process and the steps we took to bring these insights to life.

Learn more