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The Cloud Isn't Failing - The Problem Lies in Creative Strategy

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  Published in Media and Entertainment on Tuesday, November 25th 2025 at 8:09 GMT by Forbes

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The Cloud Isn’t Failing – Your Strategy Is Rethinking Creative Infrastructure

In the latest thought piece published by the Forbes Business Council on November 25, 2025, author Jane M. Torres argues that the cloud remains a powerful enabler for creative work—but the real question is whether firms have the right strategy in place to harness its full potential. Drawing on interviews with industry leaders, data from recent market reports, and a review of best‑practice frameworks, the article provides a roadmap for creative organizations that want to move beyond the “cloud is failing” narrative and actually reap the benefits of a modern, cloud‑native infrastructure.

1. The Myth of a Failing Cloud

Torres opens with a compelling anecdote: a mid‑size advertising agency in Los Angeles announced that it was migrating away from the cloud after a series of costly “cloud sprawl” incidents. The article notes that this is not an isolated case; a 2024 Gartner survey found that 35 % of creative agencies reported that “cloud spending was harder to control than anticipated.” Yet, as the piece makes clear, the cloud itself is not the culprit—rather, the strategic misalignments and lack of governance are.

The author cites a Forbes Business Council article on “Why Cloud Computing Is a Game Changer for Creative Agencies” that highlights the dramatic scaling benefits of cloud services. From Adobe Creative Cloud’s subscription model to Figma’s real‑time collaboration, the cloud has fundamentally changed how creatives deliver and iterate on work.

2. Core Drivers of Creative Cloud Adoption

• Collaboration & Remote Work: The pandemic accelerated the need for distributed teams. Cloud platforms allow designers, developers, and marketers to co‑create in real time, no matter where they are.
• Scalability: Creative workflows can be highly variable. When a big campaign is underway, a cloud instance can spin up a high‑performance GPU cluster; when the office is quiet, the resources can be scaled down automatically.
• Access to AI & Automation: Tools such as Adobe Sensei, Canva’s AI‑powered design assistant, and AI‑driven video editing suites demonstrate the synergy between cloud infrastructure and generative AI.

3. The Cost Conundrum

Despite its advantages, the article acknowledges the cost‑driving nature of cloud services. Torres points out that “spend on cloud services has risen by 23 % year‑over‑year among creative firms,” largely due to unmanaged storage, data egress fees, and under‑utilized compute instances.

The piece stresses the importance of a cloud cost‑management strategy—including:

1. Tagging & Categorization: Tag every project, team, and department so that cost allocation is transparent.
2. Rightsizing & Auto‑Scaling: Continuously monitor utilization and adjust instance types.
3. Reserved Instances & Savings Plans: For predictable workloads, lock in lower rates.
4. Third‑Party Cost‑Optimization Tools: Tools like Cloudability and CloudHealth can surface inefficiencies.

4. Governance & Security

Security remains a top concern. The Forbes article references a recent Forbes Business Council piece titled “The Role of AI in Creative Production,” which underscores how data privacy must be baked into the creative pipeline. Torres recommends:

• Zero‑Trust Architecture: Authenticate every request, regardless of location.
• Encryption at Rest & Transit: Use cloud provider’s native encryption or customer‑managed keys.
• Compliance Frameworks: Adopt ISO 27001, GDPR, or CCPA where applicable.
• Security‑by‑Design: Integrate security checks early in the development pipeline.

5. Rethinking the Creative Infrastructure Strategy

The heart of the article is a set of strategic imperatives for creative organizations:

1. Align Cloud Strategy with Business Objectives
   Instead of choosing cloud services purely on technical merits, firms must ask: How does this service support a key KPI—time to market, brand consistency, or cost efficiency?

2. Adopt a Hybrid or Multi‑Cloud Approach
   Leveraging the strengths of multiple providers can reduce vendor lock‑in and improve resilience.

3. Embrace Edge Computing for Low‑Latency Workflows
   For tasks that demand real‑time rendering—such as AR/VR content—the article suggests placing compute resources at the edge to minimize lag.

4. Invest in Data Literacy
   Training creative teams on data handling and analytics can unlock insights that drive better design decisions.

5. Implement Continuous Delivery Pipelines
   Just as software teams use CI/CD, creative workflows can benefit from automated build, test, and deployment pipelines—reducing manual handoffs and increasing quality.

6. Case Illustrations

Torres offers a brief look at a few industry exemplars:

• Adobe’s Cloud‑First Culture: Adobe’s own migration to the cloud has allowed it to ship updates twice a day, keeping its suite of creative tools ahead of the curve.
• Canva’s AI‑Enabled Design Studio: Canva’s adoption of AI to auto‑suggest layout changes demonstrates the tangible impact of cloud‑based AI services on creative speed.
• Creative Agencies Using Edge: A digital agency in London uses Cloudflare Workers to host a real‑time collaboration canvas, reducing load times for designers across continents.

7. The Future Outlook

The article concludes by envisioning a future where creative production is fully automated, data‑driven, and seamlessly distributed. As AI algorithms grow more sophisticated, the role of the cloud will shift from a mere storage platform to an integral component of the creative engine. Torres cautions that to stay ahead, firms must continuously iterate on their cloud strategy, staying attuned to emerging technologies such as 5G, WebGPU, and quantum‑computing‑powered rendering.

Bottom Line

“The cloud is not failing; it’s merely a tool whose effectiveness is entirely dependent on the strategy governing its use.” Torres reminds readers that the real opportunity lies in aligning cloud capabilities with creative objectives, instituting robust governance, and building an infrastructure that is both flexible and cost‑efficient. As the creative landscape becomes increasingly digital and collaborative, those who rethink their infrastructure strategy today will be the ones leading the industry tomorrow.