Adobe study reveals exponential increase in content demand, 96% marketers now using generative AI
Adobe has released a new research report this week, which has highlighted that 84% of Indian marketers expect content needs to grow more than fivefold by 2027. The report also reveals that social media and short-form video have emerged as the fastest-growing content formats, with marketers eager to tap into these formats to drive engagement and loyalty.
Customer expectations increase towards media formats According to the report by Adobe, 61% of Indian marketers believe that consumers now require, with about 50% growth towards media formats like video and audio. This means that demand for in-store and digital experiences has increased, with marketers pushing to deliver more content across more formats and channels. Moreover, 69% marketers believe their audiences want content frequently, pushing their teams to operate faster and in a more efficient way.
2/4
Short-form content is seeing the fastest growth With the rise of social media and short-form videos, consumption of this type of content has rapidly increased. 78% of marketers indicated that demand for social content is growing at the fastest pace, followed by short-form video at 63%. However, businesses are facing challenges in execution as 61% of marketers struggle to scale personalised content for social commerce, while 57% find it difficult to identify which types of content will work across all platforms.
3/4
Teams aim to reduce bottlenecks and keep content flowing The survey by Adobe reveals that many teams are struggling to deliver at the expected scale. 61% marketers have said that they struggle to produce personalised social commerce content at scale, while 57% said they struggle to identify content that works best across various platforms. Further, 52% of marketers reported that creating, reviewing, and editing content is slow and want more time to keep the content flowing.
4/4
Generative AI scales production However, to overcome these challenges and scale content efficiently, marketers in India are increasingly taking the help of generative AI. Already 96% of marketers are using AI across multiple stages of the lifecycle, with 95% planning to expand their usage over the next year. As content demand continues to accelerate, Indian marketers are reworking strategies to address their biggest roadblocks to produce sufficient on-brand content.
