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.
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.
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.
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.
