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Digital Age


Children crave hands-on creative experiences even as they embrace AI

As AI becomes a larger part of how children learn, a recent survey polling 2,000 U.S. parents of children ages 8-12, along with children in that same age range, investigated the importance of hands-on learning and creativity in an era when machines can generate ideas in seconds. 

The study, commissioned by Crayola and conducted by Talker Research, uncovered the effect of technological advances such as AI on how parents nurture their kids’ creativity, along with how kids and parents view AI differently. 

An Essential Trait

73%  of parents said creativity will be more of an essential trait for their children compared to generations past, due to the rise of artificial intelligence (AI).

Seventy-three percent of parents said creativity will be more of an essential trait for their children, compared to generations past, due to the rise of artificial intelligence (AI), according to the research.

While parents worry about what skills kids may lose due to AI usage, children themselves are more focused on what technology could unlock and seem to be far more optimistic about the impact of AI.

This generational gap is most evident in how parents and their children view AI’s effects on creativity. According to the study, 35% of parents said they worry that AI will reduce their child’s ability to think creatively, and 30% fear it will compete with them, limiting their opportunities in the workforce.

AI Impact

78%  of kids are not worried that AI will reduce their ability to think creatively.

In contrast, only 22% of kids share their parents' concerns about AI hurting their creative thinking abilities, and only 21% fear job competition with AI.

In a digital-first world, kids still crave hands-on creativity

Despite growing up in a digital-first world, the children surveyed expressed a strong desire to engage in hands-on creative experiences.

Hands-On Creativity

Kids expressed a strong desire to engage in hands-on creative experiences. When they make something by hand versus digitally, they're more likely to retain it.

46% will Preserve it.

68% will Display it at home.

48% will Give it as a gift.

When they make something by hand as opposed to digitally, they’re more likely to preserve it (46%), display it at home (68%) or give it as a gift (48%), turning creativity into something tangible, lasting and meaningful for them.

In the survey, kids were also clear about how adult feedback affects their motivation. Creativity flourishes when adults praise young artists for their effort, ideas and decision-making, rather than judging how “good” the art looks.

And what motivates kids to create? Doing it with parents and families (65%), having their art displayed (45%) and recognizing the amount of work involved (46%).

Surprisingly, according to the data, the least creatively motivating thing parents can do is to tell kids their art looks good (22%) — since even a positive evaluation feels like a test or a judgment, according to the kids.

“When we emphasize effort, process and thinking over outcomes, kids feel safer taking creative risks,” said Cheri Sterman, senior director of education at Crayola. “Research — and kids themselves — are pointing us toward a more supportive way to nurture creativity in the age of AI.”

Future Success

"Creativity equals success for my child in the future."

85%

of parents believe that in today's world, creativity is essential and no longer just a nice to have.

Why creativity is no longer just important, but essential

Parents recognize creativity as one of the few skills machines can’t easily replicate, with the vast majority of respondents (85%) agreeing: “Creativity equals success for my child in the future.”

8 in 10

parents admitted they wish the adults in their own lives had done more to nurture their creativity when they were children.

This belief is also deeply personal: eight in 10 parents polled admitted they wish the adults in their own lives had done more to nurture their creativity when they were children.

In the study, parents also drew a connection between creativity and positive practical outcomes. More than half of parents surveyed (52%) believe creativity influences all aspects of life. Creative individuals were viewed as stronger problem-solvers (49%), better communicators (35%), and more likely to succeed in their careers (34%) than non-creatives. 

What kids say helps them stay creative
When asked how parents and teachers could better support their creativity, kids offered clear and pragmatic requests and recommendations.

Support Kids

How kids want to be supported creatively, according to the data:

Ask for kids' creative ideas and listen to them (52%).

Provide supplies for creating (51%).

Encourage problem-solving (47%).

Spend more time creating (46%).

The data found that children want adults to ask for their creative ideas and listen to them (52%), provide supplies for creating (51%), encourage problem-solving (47%), and give them more time to create (46%). 

They emphasized collaboration, encouragement and freedom to explore. Kids also said they’re inspired by creative role models — from authors and athletes to astronauts and entrepreneurs (37%) — who show that imagination isn’t limited to art class but is essential across careers. 

This purposeful support from parents and teachers helps to minimize speed bumps that they think will interfere with kids’ creative growth, such as societal pressures to fit in (37%), emphasis on perfection over creative exploration (20%) and focus on doing things “the right way” over new, imaginative ways (36%). 

Making creativity a part of everyday life
The study uncovered a growing desire among families to integrate creativity into everyday routines rather than reserving it for special activities.

“Adults can nurture creativity by weaving simple, creative moments into daily routines,” Sterman said. “Kid-tested creative experiences such as sketching during an outdoor walk, drawing a new cover to a book, and making up new lyrics to a song can boost imagination and creative confidence. That belief is at the heart of efforts like Crayola Creativity Week, a weeklong celebration of creative learning in schools and at home that touches more than 20 million children globally.” 

In the study, one parent summed this up by saying, “We try to build creativity into ordinary moments — making up stories at bedtime, cooking together and experimenting, or turning errands into small games. Keeping it low-pressure helps creativity feel natural.”

Other examples from parents surveyed include making up a new ending to a story, helping plan meal theme nights, and playing “what if”. 

“As AI continues to insert itself into our lives, this study suggests that creativity won’t disappear, but warns that nurturing it must be intentional,” Sterman said. “For parents and educators, the challenge isn’t resisting technology, but ensuring imagination, experimentation and original thinking remain central to how children grow up alongside it.”

Research methodology:
Talker Research surveyed U.S. parents of kids aged 8-12 (and their kids) who have access to the internet; the survey was commissioned by Crayola and administered and conducted online by Talker Research between Dec. 19 and Dec. 23, 2025. A link to the questionnaire is available online.  View the Questionnaire.

To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.