Faster faster: Marketers trapped on AI content treadmill

The rise of artificial intelligence has left many content marketers feeling like they are trapped on a fast-moving treadmill that is being cranked up to the max by the huge demand to produce ever more content – and at greater speed.

That is the damning conclusion of a new study by digital asset management provider Bynder, which has analysed the impacts of increased use and advancements in AI on content marketing.

By comparing the number of assets stored and uploaded annually on its internal digital asset management (DAM) platform, alongside Google search data for AI tools such as ChatGPT and Bard, Bynder claims to have been able to uncover how the dawn of AI has impacted the amount of content that marketers are creating.

It reveals that content generated by marketers surged by 56.71% in the wake of ChatGPT launch – seven times higher than the typical rate of increase – as generative AI gained prominence.

Bynder maintains this growth highlights the remarkable role of GenAI in its ability to enhance creativity, improve efficiency, and streamline content creation but also emphasises the growing pressure to produce content more rapidly to keep up with the pace of the industry, causing “content overwhelm” among marketers.

And, based on the current rate of increase, Bynder predicts that by 2030 the average marketer will be responsible for creating 23% more content than they do today.

By 2030, the data predicts a 67.4% increase in content being created by Bynder customers alone and tens of millions of assets will be produced and distributed online by marketers using Bynder’s platform.

With content creation growing exponentially, more content needs to be delivered to an increasing number of channels and touchpoints. Bynder found that the volume of assets being served via its DAM has increased by 3 million in Q1 of 2024 (vs Q1 of 2023). Based on this run rate, it expects an extra 12 million assets to be served in the next year.

Looking to 2030, based on current customers, Bynder estimates more than 72 million pieces of content will be served online in the next six years. This dramatic increase in content delivery highlights the growing need for organiastions to operate in a world where consumer demand for targeted content across multiple touchpoints continues to multiply, the report warns.

Bynder chief marketing officer Warren Daniels said: “Artificial intelligence has emerged as a formidable force for marketers, reshaping the landscape of the industry and providing the solutions to curate compelling and dynamic content. However, as content levels continue to soar, marketers are confronted with the challenge of effectively managing and storing their digital assets.

“With a DAM solution, teams can better identify if they need to create new content, or if they can reuse or repurpose what they have already got. Overcoming the challenge of content overwhelm can reduce the burden of creating new content as you have better visibility of all your assets in one place.”