Key stat: 51% of UK/US content and creative professionals say they're using AI to accelerate creation, tagging, or organization, it's the top method for improving content production, ahead of cross-team collaboration (41%) and performance measurement (38%), according to a November 2025 survey from Canto and Ascend2.

Beyond the chart:

• The adoption is nearly universal and already reshaping output. Some 75% of content professionals say AI has increased their organization's content volume, including 30% who report a significant increase, while only 4% aren't using AI for content at all, per Canto and Ascend2.
• Meanwhile, the audience is moving in the opposite direction. Only 26% of US and UK consumers now prefer AI-generated content, down from 60% in 2023, per Billion Dollar Boy.

Use this chart: Drop this in your next content strategy or creative ops meeting to show where teams are concentrating their production investment. Use the ranked list to benchmark your own improvement priorities against the field, and make the case for where AI fits relative to the workflow and collaboration gaps your team is still working through.

Related EMARKETER reports:

• Content Marketing 2026 (EMARKETER subscription required)
• How CMOs Are Overcoming AI Fatigue to Rebuild Trust (EMARKETER subscription required)

Methodology: Data is from the January 2026 Canto report titled "The State of Digital Content 2026" in partnership with Ascend2. 434 content and creative professionals in the UK and the US were surveyed online during November 2025.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.