Adobe Survey - Why Marketers Have High Hopes for Generative AI in Content Creation?

Marketers hope generative artificial intelligence will help them give each customer the personal touch they now expect. They see customers asking for messages, images, and offers that feel made just for them. This new technology can speed up content creation and add unique details that speak directly to individual needs.

With more than 500,000 content assets per year, it is almost impossible to do without generative AI

An Adobe study shows that marketers face growing pressure to roll out fresh material all the time. It finds that today’s teams must publish more blog posts, social updates, videos, and emails than ever before. Marketers now feel a constant push to innovate and keep their audiences engaged with brand-new content.

Adobe surveyed over 408+ marketers to understand how content needs have changed. About 80 percent of those marketers say that demand for content has risen in the past two years. They report a steady and noticeable increase in requests for articles, videos, and other materials. These marketers now face higher workloads to keep up with audience needs.

Nearly half of the surveyed marketers expect an even bigger jump. They predict at least a fivefold increase in content demand soon. Many of them plan to expand their teams and tools to meet this surge. They aim to stay ready for rapidly growing requests.

Looking ahead to 2027, 71 percent of marketers expect content demand to at least double. They anticipate even more audience engagement and platform needs. They will adjust their strategies and budgets to handle this growth. They want to ensure they can deliver enough high-quality content on time.

More than half of those surveyed said that their target audiences now expect fresh content weekly or several times a week. This shift puts pressure on content creators and marketing teams to plan and produce material more often.

Social media platforms like TikTok, Instagram Reels, and YouTube Shorts drive this trend by encouraging short, engaging videos. Marketers report that these formats help them reach and engage audiences quickly.

Forty-three percent of marketers say they see the fastest growth in demand for short social video content. Surveys and quizzes come in second place, with thirty-three percent of marketers reporting increased interest. Live streams and events follow at thirty-one percent, rounding out the top three.

Thirty-nine percent of respondents say the biggest challenge lies in creating brand-compliant content in a very short timeframe. They must follow strict brand guidelines, maintain high quality, and meet tight deadlines. They find this task especially demanding when time runs out.

Almost one third report that they involve more than one hundred people to write, review, and approve each content piece. They share drafts, collect feedback, and adjust the text until everyone agrees. Meanwhile, eighty percent of respondents manage three or more approval friends as a normal part of their daily workflow. They juggle multiple opinions and final sign-offs before publishing.

Marketers face a huge yearly workload. They must develop many marketing assets such as blog posts, social media graphics, videos, and email templates. Creating all these items requires a lot of planning, design, and writing. This heavy load drains time and resources on marketing teams.

A survey found that 42 percent of marketers deliver between 10,000 and 500,000 assets each year. Another 8 percent of marketers produce even more assets annually. These figures show how marketing teams push out a huge volume of content every year.

To address this situation, marketing managers are increasingly turning to generative AI in the content production process. They use AI tools to draft blog posts, social media updates, and marketing emails. These tools help them brainstorm ideas, refine wording, and speed up writing without losing quality.

A recent survey shows that 59 percent of marketing managers say they are already working with AI in their content workflows. Another 83 percent plan to adopt AI tools by 2026. They aim to optimize workflows, cut down repetitive tasks, and produce content more efficiently.