One in four companies are leveraging Generative Artificial Intelligence (GenAI) in marketing, tapping into its potential primarily for content improvement. Despite its integration in developing 46% of content, over 75% of early adopters express concerns about brand risks and talent management. Yet, early adopters find value in GenAI for producing specific content elements, focusing on quality enhancement across selected channels. Both public and private models are used, with a significant portion adopting proprietary models for brand-aligned content. Early adopters report notable benefits, including exceeding revenue goals and saving content marketing employees' time, demonstrating GenAI's emerging role in content marketing strategies.

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