Where We Work, What We Earn and How It’s All Changing for Creative Industries

The job market is undergoing a significant transformation this year: Advancements in technology,
driven by generative AI, are expected to automate up to 70% of employees’ work activities. Marketing,
creative and design companies are feeling the push to adapt these new technologies – but to do so in a
way that meets the needs of their increasingly diverse talent pool. As trends in AI continue to rapidly
impact an estimated 104 million jobs, companies must find ways to leverage AI for efficiency and
innovation rather than replace human ingenuity.

As generative AI reshapes creative processes and return-to-office policies alter geographic salary trends,
hiring managers and organizations must rethink hiring strategies to attract and retain top talent. On
the other hand, for professionals to stay competitive, they should find ways to upskill beyond technical
proficiency, as companies place a premium on adaptability, problem-solving and collaboration. As
industries look for ways to attract and retain top talent in this rapidly evolving landscape, cultivating
inclusive cultures, investing in upskilling opportunities and embracing remote and hybrid work models
will set them ahead of the rest.

How can companies better understand evolving hiring and retention strategies? Aquent’s 2025 Salary
Guide highlights the impact of compensation benchmarks, emerging job roles and geographic salary
trends.

Catch more HRTech Insights: The People Era: Democratizing Learning for Organizational Transformation

Cutting DEI initiatives puts pay equity and talent retention at risk in an increasingly diverse workforce

The rollback of DEI initiatives puts years of progress in pay equity and talent retention at risk in an
increasingly diverse workforce. While there have been small gains in closing the gender pay gap,
significant disparities remain—particularly in leadership and specialized roles. For example, female
Design Directors make an average of $100,000 per year, while their male counterparts earn $140,000, a
distinct 33.3% difference. The gap persists in other key positions such as UX Leads and Product
Designers (with five or more years of experience), where female employees earn 6.5% less than their
male peers. As companies continue to scale back DEI programs in a competitive job market,
organizations that fail to prioritize equity and inclusion risk losing top talent, damaging their
reputation, and hindering workplace equality.

Generative AI and immersive technologies, like ChatGPT, are reshaping the future of work

Generative AI like ChatGPT and immersive technologies are reshaping existing positions and giving
rise to new, specialized roles in design, engineering, and operations. As AI-powered tools become more
advanced, demand is rising for high-paying roles such as Prototyper, with a median salary of $185,000,
AR/XR/VR Engineer at $287,040, and UX Researcher (Immersive) at $170,560. As companies learn
how to integrate AI into creative fields, a workforce that can utilize these evolving technologies with
human expertise is required to ensure authenticity and innovation. Beyond just keeping up with the
technology, companies must integrate these tools effectively with a human-centered approach to ensure
long-term success and adaptability.

The rollback of remote policies presents challenges for companies and candidates

The return-to-office movement has significantly impacted hiring strategies and salary trends, especially
in key tech roles within major U.S. hubs like New York, San Francisco, Silicon Valley, Seattle,
Washington, D.C. and Boston. In these cities, creative director salaries have risen by 10% year-over-year.
Similarly, in cities such as Los Angeles, San Diego, Chicago, Miami, Denver, and other major
metropolitan areas, Digital Project Manager salaries have experienced a 9.1% increase. UX Lead salaries
have climbed by 6.6% in Charlotte, Houston and Detroit. As employers navigate these shifts, it’s
necessary they balance competitive pay with demand for remote and hybrid work arrangements. To
remain competitive, salary adjustments must be prioritized alongside workplace flexibility and overall
employee experiences.

As rapid technological advancements and shifting workplace expectations change how companies hire
and retain talent, adaptability is key. By embracing the needs of professionals, investing in skill
development and fostering dynamic work environments, industries can position themselves for
long-term success with employees that feel appreciated and valued. The future of work is reshaping in
real-time. To stay ahead, companies must take a human-centered focus to their policies to attract top
talent and drive sustainable growth and innovation.

Read More on Hrtech : Redeployment: The Win-Win Solution for Workers and Organizations

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