Survey on the integration of AI in creative communications agencies in Quebec

The University of Sherbrooke and the Association of Creative Communication Agencies (A2C), in collaboration with Frank agency, are launching a survey titled « Use of Artificial Intelligence in Creative Communications (UAICC)». The study will analyze the uses and strategic orientations of the adoption of artificial intelligence (AI) within the strategic and creative communications industry in Quebec. The results will help establish guidelines for its usage, ensuring that AI is adopted strategically, critically and optimally. 


Launched last January, the project, led by Professor Dany Baillargeon, Associate Professor in the Department of Communication at the University of Sherbrooke, and Loïc-Alexandre Rousseau, a Master’s student in Communication at the University of Sherbrooke, got off the ground with a focused focus group, bringing together industry experts from agencies of varying sizes and expertise. This paved the way for the development of a comprehensive survey aimed at all employees of A2C member agencies. The survey will bring together a wide range of viewpoints and testimonials, covering many facets from strategy to creation, including consulting, media planning and production. The results, expected in the fall of 2024, will provide key information and recommendations for the entire industry.


« By better understanding the perceptions, actual uses, benefits, and risks as they are truly experienced in agencies, we pave the way for these new practices, ensuring excellence and addressing contemporary challenges with a clear-sighted and responsible vision. »

Dominique Villeneuve, President and CEO of A2C.


 « Like many sectors of the economy, creative communication has been turned upside down by the massive arrival of AI. Some agencies and industry professionals already have clear guidelines; others are in the process of clarifying them, while some are still questioning the relevance of integrating AI. Sound integration requires a real and rigorous assessment of the industry’s challenges. »

Pr Dany Baillargeon, Associate Professor, Department of Communication, Université de Sherbrooke


This initiative is part of a commitment to innovation and excellence in Quebec’s creative communications sector. By providing recommendations based on an in-depth study conducted by the Université de Sherbrooke, A2C aims to equip its members with the tools they need to seize the opportunities offered by AI, while navigating responsibly in this changing digital ecosystem.


Link to the survey:


This research was supported by Mitacs as part of the Mitacs Accelerate program.

This project as been approved by the Research Ethics Committee – Arts, Humanities and Social Sciences of Université de Sherbrooke. Project no. 2023-4246