Marketers Using AI Publish 42% More Content [+ New Research Report]

We surveyed 879 marketers to explore how generative AI is transforming content marketing, shaping workflows, reducing costs, influencing results, and introducing new risks.

In this article, we focus on AI’s role in content creation: How widely is it being used? Which tools are most popular? And how frequently are AI-generated outputs edited?

Key Takeaways

• Widespread Adoption: 87% of marketers surveyed utilize AI to assist with content creation, underscoring its mainstream role in contemporary content marketing.
• Boost in Output: Companies leveraging AI publish 42% more content each month, producing a median of 17 articles versus 12 for those not using AI.
• ChatGPT Leads the Pack: ChatGPT is the most commonly used AI tool (44%), followed by Gemini (15%) and Claude (10%). Altogether, respondents mentioned 94 different AI tools.
• Editing Remains Essential: 97% of companies edit AI-generated content, with only 4% publishing content without human intervention. Notably, 80% manually review outputs for accuracy.
• Top Use Cases: Blog posts are the most frequent format for AI-generated content (87%). Other popular uses include brainstorming ideas (76%), outlining drafts (73%), and updating existing content (67%).

87% of respondents use AI to help create content

AI use is extremely common in content marketing.

Out of 879 responses, 769 (87%) reported using AI to create or help create content. Just 111 reported that they did not use AI (13%).

If this seems surprising, it’s worth considering that AI is now a native part of Google Docs, Google Sheets, Gmail, Slack, LinkedIn, you name it. It’s hard to avoid.

AI use was most prevalent at small (10–49 employees) and enterprise (1,000+ employees) companies, and least common at micro (1–9 employees) companies:

AI use was most common in marketing teams of 2–10 people, but even at large marketing teams of over 100 people, 89% of respondents said that they used AI:

People using AI publish 42% more content per month

Companies using AI report a notable boost in content output. The median publishing frequency among AI users is 17 articles per month, compared to just 12 articles for those not using AI, representing a 42% increase.

While company size naturally influences publishing volume (larger companies tend to produce more), the data shows that AI is making the biggest impact on micro (1–9 employees) and small (10–49 employees) businesses. Interestingly, enterprise-level organizations often publish more without AI, likely due to stricter legal, compliance, and editorial workflows.

Even when excluding the most extreme outliers, it’s clear that AI users are far more likely to report high publishing volumes, with some reporting monthly outputs of 100, 150, or even 250 pieces of content.

Blog Content Dominates AI-Generated Output

According to our research, blog posts are by far the most common type of content created using generative AI—87% of respondents reported using AI to produce blog content. This is followed by website copy and landing pages (64%), and social media posts (63%).

More complex formats, such as ebooks (17%) and whitepapers (15%), are far less common in AI-assisted workflows. These content types typically require greater subject-matter expertise, in-depth research, and strategic branding—areas where AI still faces limitations.

Expert Insight: Why Blogs Are AI’s Sweet Spot

“Generating blog content is—for the vast majority of companies—the least challenging content type on their domain.

Hardly any branding exercise takes place on blog content. Usually, no one is concerned about maintaining a brand’s tone on the blog. Instead, they’re most often focused on publishing content to rank. It’s content that requires minimal expert input (or, at least, is used to). Pretty much, keywords and a title, and you can get going.

Its content keeps on giving: It can be promoted on social media, newsletters, etc. And its content, if it ranks, will keep bringing in new visitors and potential customers.

On the other hand, website copy, social posts, or newsletter copy require you to be you. You can’t de-prioritize branding here, and getting it right with AI is often a challenge.”

— Erika Varangouli, Head of Branded Content

Brainstorming, outlining, and updating are the most common AI-assisted tasks

It’s no surprise that AI is most often used for tasks directly related to blog post creation. When asked how they integrate AI into their content marketing and SEO workflows, marketers reported the following:

• 76% use AI to brainstorm topic ideas
• 73% use it to create content outlines
• 67% rely on AI to improve or enhance existing content

Less commonly, AI is used for more specialized tasks:

• Keyword clustering (23%)
• Localizing or translating content (22%)
• Creating images (19%)

These lower adoption rates suggest that while AI excels in speeding up writing-related workflows, its role in highly creative or technically complex tasks is still evolving.

Expert Perspectives on AI in the Content Workflow

“AI is great for ideation, research, and planning. It can drastically improve the time to complete SEO tasks that previously had to be done manually.

— Connor Gillivan, Founder & Owner, TrioSEO

“With many AI tools offering web search and deep research features, it’s much faster and easier to research, outline, and write longform content like blog posts and in-depth articles. That’s the beauty of AI-powered writing—AI helps you across every stage of the process, from initial research to final edits.

— Andrew Bolis, AI & Marketing Consultant

“If you’re not using AI at the start and the end of your content creation process, you’re missing out. Brainstorming, coming up with different angles, and then proofreading or structural editing are things that LLMs are pretty good at.

But I’m very skeptical about what ‘optimizing content for organic search’ means. If it just involves inserting keywords into content, you might be in for a nasty surprise. The real value of AI lies in enhancing logic, structure, and readability—closing gaps, improving formatting, and offering a smarter approach to SEO.

— Erika Varangouli, Head of Branded Content, Riverside.fm

ChatGPT is used by 44% of respondents

When it comes to AI-powered content creation, ChatGPT dominates the landscape, used by 44% of respondents, making it the most widely adopted tool by a significant margin. Trailing behind are Gemini (15%) and Claude (10%).

In total, respondents cited an impressive 94 different AI tools, showcasing just how diverse and dynamic the generative AI ecosystem has become.

Expert Insight: One Tool Doesn’t Fit All

“While ChatGPT is a popular tool for content creation, the quality of the content it generates will vary depending on the model you’re using and the quality of the prompts you’re providing.

Based on my own usage, I find that Claude, Gemini, and Perplexity sometimes generate better quality content even when using simple prompts. So if you’re not happy with ChatGPT’s output, I recommend trying those other tools.”

— Andrew Bolis, AI & Marketing Consultant

Need Help Integrating AI Into Your Content Strategy?

At Engage Coders, we specialize in helping businesses harness the power of AI for smarter, faster, and more effective content marketing. Whether you need help selecting the right tools, creating high-performing content, or integrating AI into your existing workflow, we’ve got you covered.

Let’s talk about how we can help your business scale content with confidence.

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