Artificial intelligence (AI) has dramatically accelerated how marketing teams create content. Campaign copy can be drafted in minutes, visuals can be generated instantly, and brainstorming that once took hours can now happen with a few prompts. But new PhotoShelter research suggests that speed alone is not improving marketing outcomes.
A recent survey of nearly 400 marketing, communications, and creative professionals found that while generative AI has become widely embedded in content workflows, engagement and differentiation remain persistent challenges. In fact, the data reveals a growing gap between how quickly teams can create content and how effectively that content performs. Aside from this emerging paradox, let’s look at the state of AI in marketing today.
AI is now a core creative partner
AI adoption has moved quickly from experimentation to everyday workflow. Nearly 70% of professionals say they now use AI in their asset and content workflows, and 54% describe it as an essential creative partner.
Usage has increased across several common marketing tasks, especially year over year from PhotoShelter’s 2023 report:
- Written content creation increased from 53% in 2023 to 62% in 2026
- Visual content creation rose slightly from 37% to 39%
- Idea generation saw the largest growth, jumping from 49% to 71%
For many teams, AI is particularly valuable in the early stages of work. Respondents report that it accelerates brainstorming, helps generate first drafts and reduces time spent on manual tasks. On average, professionals estimate saving roughly 15 hours per week, including six hours specifically related to content generation. However, while AI helps teams start projects faster, it does not appear to be solving the larger challenge of connecting with audiences.
Engagement remains a persistent challenge
Despite the surge in content production, nearly half of all marketers report little improvement in engagement.
According to the survey:
- 41% say they struggle to drive engagement
- 46% report difficulty reaching wider audiences
- 45% say they still struggle to stand out from competitors
Notably, the percentage of marketers struggling with competitive differentiation has remained unchanged since 2023. This suggests that while AI tools can increase content volume, they do not necessarily improve the impact of that content.
One major concern cited by respondents is oversaturation, with 80% worrying that generative AI is contributing to a growing volume of generic or repetitive content online. As more brands rely on similar AI models trained on comparable datasets, marketing content may begin to look and sound increasingly alike. The result is technically-polished content that lacks distinct tone, voice or emotional depth.
Faster drafting, slower publishing
Another key insight from the research is that faster creation does not necessarily translate to faster publishing. While AI accelerates the drafting process, the rest of the marketing workflow often remains unchanged. Content still moves through traditional review, feedback and approval processes that were not designed for the pace of AI-assisted production. If you’re generating five times the amount of campaigns, you’re creating five times the amount of reviews, often for the same number of marketers.
As a result, many teams report bottlenecks later in the workflow:
- 46% say content frequently gets stuck in review
- 41% say approvals delay publication
- 70% say workflow slowdowns are impacting revenue-generating work
These bottlenecks highlight an emerging operational challenge. AI is enabling marketers to produce more drafts than ever before, but the systems responsible for managing, reviewing and publishing that content have not evolved at the same pace.
A growing perception gap inside organizations
Marketing professionals also admit there is a difference in how AI’s impact is perceived across roles. Senior leaders are significantly more likely to report that AI is delivering measurable ROI — nearly 90% of executives say AI helps demonstrate return on investment. Individual contributors, however, report experiencing much more friction in day-to-day workflows. Entry-level marketers are far more likely to say review and approval processes slow down their work.
This gap reflects two different vantage points: leadership tends to evaluate AI through productivity metrics and output, while marketers on the ground experience the operational complexity of implementing those tools within existing processes.
The real opportunity for AI in marketing
Despite the challenges, marketers remain optimistic about AI’s long-term potential. Many respondents say AI is already freeing up time for more strategic work and enabling teams to focus on higher-value tasks. At the same time, an overwhelming majority (96%) say human oversight remains essential to maintaining originality and brand voice.
The research suggests that AI alone is unlikely to transform marketing outcomes. Instead, the organizations that benefit most will be those that adapt their workflows and processes to match the speed of AI-assisted creation.
As generative tools become more widely available, simply producing more content will no longer be enough. Differentiation will depend on how teams combine AI-driven efficiency with human creativity, strategic direction and operational systems capable of supporting the new pace of marketing.
Reviewed by Asim BN.
Editor’s Note: AI was used only for minor copyediting and flow improvements. All ideas, perspectives, and the final text are entirely original to Christina Kyriazi and PhotoShelter’s research.
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