Adobe’s new report claims 96% marketers now use Generative AI

84% marketers predict that demand for content will grow more than fivefold within the next four years, as per Adobe’s recent research. Nearly all respondents (96%) noted content needs had doubled in the last two years, and 62% noted growth had been five-fold or more.

Personalisation driver

One of the key findings in the research is that the personalisation demand driver is growing the fastest (61%), as consumer expectations shift and increase to demand personalised experiences. Additionally, shifts in content formats (video and audio), which ranked at 50%, and an increase in hybrid customer journeys across digital and in-store experiences, which registered 48%, are contributing to the growing demand for content. Nearly 70% reported that audiences now expect new content weekly, if not more frequently.