INDUSTRY NEWS
9 in 10 use AI
in content marketing
9 in 10 use AI
in content marketing
- News
- AI in content marketing: 9 in 10 use it, few see results
The Content Marketing Institute (CMI) and MarketingProfs asked more than 1,000 B2B marketers about their plans for 2026. The survey was carried out in August 2025, and 95 percent say they use AI tools in their marketing, most often to create content. Fewer than four in ten say AI has actually delivered better results.
More output, same quality
Productivity has gone up, while creativity and quality often lag behind, according to the report. 45 percent have AI tools among the three areas they want to invest more in. Only 9 percent prioritise people: salaries, training and development.
95% use AI tools, most often for content
Fewer than 4 in 10 see better results
45% want to invest more in AI tools
9% prioritise people and skills
What the best do differently
The most effective teams build the foundation first and use AI to strengthen it. They invest in skills and collaboration across disciplines.
The report also shows a gap in personalisation: 89 percent say they personalise content, but almost 60 percent only do so in one or two channels.
Our take
The findings match what we see: AI makes it cheaper to produce more. The goal, though, is content that works.
Content that ranks and gets cited, also in AI search, has clear authors, its own data and concrete answers. That takes specialists who use the tools.
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