TLDR: A new report from Adobe reveals that 96% of Indian marketers are currently leveraging Generative AI across various stages of the content lifecycle. This widespread adoption comes as marketers face an unprecedented surge in content demand, with 84% expecting a fivefold or greater increase by 2027. The technology is being used to address challenges like scaling personalized content, optimizing performance, and streamlining workflows, driven by consumer expectations for tailored experiences and the rise of new content formats.
A recent report released by Adobe on September 17, 2025, indicates a significant shift in the marketing landscape, with a staggering 96% of Indian marketers now utilizing Generative AI. This widespread integration of AI is a direct response to the escalating demand for content, which 84% of Indian marketers anticipate will grow fivefold or more by 2027. The study further highlights that nearly all marketers (96%) have experienced at least a twofold increase in content needs over the past two years, with 62% reporting a fivefold or greater surge.
The primary driver behind this exponential growth is consumer expectation for personalized experiences, cited by 61% of marketers. Other contributing factors include the shift towards video and audio formats (50%) and the increasing importance of hybrid customer journeys that blend digital and in-store interactions (48%). Audiences now expect fresh content weekly, or even multiple times a week, according to almost 70% of marketers, intensifying pressure on production teams. Social media content (78%) and short-form video (63%) are identified as the fastest-growing formats.
Despite the clear demand, marketers face considerable operational hurdles. Key bottlenecks include teams working across disparate tools and locations (41%), a lack of time for content creation and ideation (40%), and the absence of centralized platforms (38%). Furthermore, 61% struggle to scale personalized content for social commerce, and 57% find it challenging to identify which content types perform best across various platforms. The sheer scale of content production is immense, with 89% of organizations creating over 1,000 assets annually, and a significant portion (31%) producing between 1,000 and 10,000 assets, while 25% generate between 10,000 and 100,000 assets per year. The complexity is compounded by the number of stakeholders involved: over half of marketers (52%) report that creating, reviewing, and approving a single piece of content can involve 51 to 200 people, with nearly a quarter (23%) involving more than 200.
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Generative AI is emerging as a critical solution to these challenges. Marketers are deploying AI across multiple stages of the content lifecycle, including ideation, content optimization, translation, and localization. Over half (50%) are using AI assistants to summarize information and streamline collaboration. Anindita Veluri, Director of Marketing, Adobe India, emphasized this transformation, stating, “The demand for content in India is growing faster than ever. This research underscores a pivotal shift in how content is created and consumed in India. Marketers are no longer just storytellers—they’re orchestrators of dynamic, personalized experiences across a growing number of channels. At Adobe, we see this as a turning point where creativity, marketing and AI come together. As content demand surges, the key to staying ahead lies in reimagining workflows and embracing technologies like generative AI. It’s not just about scaling content—it’s about scaling impact.” The report highlights that 95% of marketers plan to expand their use of generative AI in the coming year, underscoring its pivotal role in future marketing strategies.
