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New Study Reveals How Generative AI Is Transforming Content Marketing



Deloitte Digital’s latest research on generative AI suggests the technology will play an ever-increasing role in the development of marketing content across business sectors. Generative AI can produce a range of online content, including text, imagery, audio, and video.  

Deloitte Digital engaged 650 marketing and e-commerce leaders from U.S. companies with 100 or more employees and annual revenues over $50 million. Those surveyed reported an average increase of 54% in the volume of content needed over the last year, and 80% view content marketing as vital to their digital marketing strategy.  

Despite widespread support for content marking within companies, the leaders said their marketing teams can only meet the demand for quality content an average of 55% of the time. The findings suggest that generative AI can help companies move closer to their content goals.  

Twenty-six percent of respondents already use generative AI, and another 45% plan to use it by the end of 2024. Among the early adopters, users report saving an average of 11.4 hours per week, enabling them to focus on higher-value or more strategic tasks. Current users report an average return of 12% on generative AI investments.  

"Generative AI solutions are not just about keeping up with content demands; they are about staying ahead of them," said Mike Brinker, who heads the Content Studio at Deloitte Digital. "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." 

Learn more about Deloitte’s research on Generative AI in Marketing Content Production here.  


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