AI is the top tool content teams are reaching for to speed up production in 2026 – eMarketer

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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:
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:
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.
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