Generative artificial intelligence is stepping in the scene of marketing content production, according to Deloitte Digital’s new research.
The study, which asked 650 leaders from US companies, reveals that 26% of the surveyed marketers are already using generative AI for their content production, while another 45% are planning to use the technology by end-2024.
Deloitte Digital’s research shows that content marketing has become vital to the digital marketing strategies of eight in 10 surveyed leaders, with its importance growing between 2022 and 2023.
Demand for marketing content increased by 1.5 times in 2023, but marketing teams were only able to meet this demand 55% of the time. This is where generative AI comes in, as marketers look into leveraging the technology to potentially get ahead of the demand to support higher quality, greater volume of content, and higher employee productivity.
"By working alongside artificial intelligence, businesses are empowered to create high-quality, personalized content efficiently, giving them a competitive edge in today's digital marketplace,” said Mike Brinker, principal, Deloitte Consulting LLP and Content Studio leader at Deloitte Digital.
Key findings from the research include:
- A 54% increase in the volume of content needed to be produced in the last year.
- Sixty-five percent of companies are very or extremely concerned about intellectual property or legal risks of using Generative AI.
- Generative AI users report saving an average of 11.4 hours per week, enabling them to focus on higher-value or more strategic tasks.
