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AI, People & the Creative Industries: a review of 2025.
If 2025 was the year businesses stopped talking about AI and started using it, then 2026 is shaping up to be the year where people, skills and creativity truly take centre stage again.
Across the creative industries, one thing is clear: AI and automation isn’t replacing ambition, it’s shaping how to deliver value. And for employers who get this right, the opportunity ahead is significant.
We’re seeing this shift play out in real time. For many it’s an incredibly energising moment, but for others the uncertainty can feel overwhelming.
AI is (slowly) freeing up time for higher-value work
Automation and AI is being used most effectively to remove repetitive, transactional tasks. This has allowed teams, particularly in HR, operations and finance, to focus on strategic, people-led work instead of manual processes.
That shift hasn’t removed the need for great people. It’s elevated the work they do and after a year of laying the foundations the results are starting to be seen.
As AI continues to mature, we expect to see:
More time dedicated to creativity, strategy and storytelling
Faster route from idea to execution
And more space for people to focus on work that genuinely adds value
The most successful established businesses won’t be those that are AI-led but those that combine technology with human judgement, empathy and imagination.
A new kind of entry-level talent is emerging
One of the most encouraging trends we’ve seen this year is the way businesses are rethinking what “junior talent” really looks like.
Rather than hiring purely on traditional skillsets, many employers are now prioritising:
Natural curiosity around AI and automation
Confidence testing new tools and workflows
Strong communication and problem-solving skills
A desire to improve how work gets done, not just complete tasks
Individuals that are comfortable experimenting, suggesting improvements, and helping shape how automation and AI can be used day-to-day are in high demand. Instead of innovation being driven top-down, it’s becoming more collaborative and organic.
The result? Entry-level roles that are more meaningful, more creative and more commercially impactful much earlier in a career.
And a good time to rewrite your job descriptions!
Soft skills + tech confidence is the winning combination
The most effective hiring across 2025 has happened where employers value:
Emotional intelligence
Communication and collaboration
Cultural contribution
And digital confidence
It’s no longer about choosing between ‘creative” and “technical”. The most in-demand candidates bring both.
Hybrid working has fully normalised
Flexibility, quite rightly, is an expectation and is fully entrenched in our clients’ organisations.
Although, the genuine desire for remote vs. onsite tends to vary depending on seniority and career stage.
Across roles advertised on handle.co.uk in 2025:
77% were hybrid
21% office-based
2% fully remote
This stable pattern shows that businesses and candidates alike now understand what good hybrid working looks like, and how powerful it can be for attraction and retention, however, the conversation continues around the impact of productivity, particularly for juniors.
The creative roles that will keep growing
We’re seeing strong, sustained demand across both permanent and temporary markets for:
Social media managers, content creators and digital marketers
Driven by direct-to-consumer growth and brand-led communities.
Video editors and visual content specialists
Fuelled by short-form content and platform-first storytelling.
Live sound engineers and technical production specialists
As immersive, tech-powered live experiences continue to scale.
Sync and licensing managers
With gaming, streaming and brand partnerships accelerating at pace.
These roles sit at the intersection of creativity, technology and commercial growth, exactly where the creative industries continue to thrive.
Salary, transparency & candidate confidence
Salary expectations continue to rise, but this is creating a healthier, more transparent hiring environment.
Candidates are increasingly seeking:
Clear pay ranges
Honest conversations about progression
And benefits that genuinely support lifestyle and wellbeing
For employers, this is a chance to compete not just on salary but on culture, values, flexibility and development.
Wellbeing will be a clear differentiator
While many businesses still place transformation projects at the top of their agenda, the strongest-performing teams we work with are those that understand:
Sustainable performance comes from supported people
Burnout prevention protects creativity, productivity and retention
And wellbeing investment directly supports long-term growth
In 2026, organisations that embed wellbeing into how they design roles, workloads and leadership will be the ones that hold onto their best people.
Our view for 2026: growth through smarter teams
Rather than “smaller teams” that many have experienced this year, what we see ahead is something far more exciting:
Smarter teams
Better-skilled teams
More empowered teams
And teams built around purpose, flexibility and creative confidence
The creative industries have always been exceptional at adapting. 2026 will be no different, but the winners will be those who invest in people as deliberately as they invest in technology.
At Handle, our focus remains firmly on helping businesses build future-ready teams and supporting talented people into roles where they can genuinely thrive.
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About Handle Recruitment
We opened the doors in 1978 and built our reputation in the music industry. We quickly realised that a great brand is not always a household name. A great brand is something people connect with, not just a place they work. Somewhere that helps them become better at what they do. It could be a record label, it could be in media, it could be a tech start-up.
Supporting Great People in Marketing | Finance | HR | Office Support | Sales | Legal | Event Operations | Post-Production.
The Talent Solutions we provide, Permanent, Temporary and Interim Recruitment | People Consultancy | Outsourced Freelancer Payroll & Compliance.
The Industries we support: Music | Film | TV | Entertainment | Fashion | Live Events | Sport | Publishing | Post-production.