The Future of Content

AI, Authenticity and Engagement in a Changing World

WHY YOU NEED TO READ THIS REPORT

The research and insights included in this white paper aim to provide both an analysis of dynamics shaping the content landscape at a pivotal time in its evolution, and a playbook for brands wishing to identify the challenges and harness the opportunities that could come to define their content strategies – and competitive edge – in the years to come.

To help accomplish this, we conducted in-depth interviews with three leading experts on content, AI, and the intersection between the two, drawing on their combined wisdom, experience and unique insights to explore strategies for brand success in the content landscape of the near future.

WHY SHOULD YOU CARE?

As the future role of AI in content marketing takes shape, key trends in consumer sentiment and response are emerging. Recent research from Emarketer found that almost two thirds (65%) of U.S. adults feel ‘uneasy’ about the use of AI in advertising – high profile examples of backlash to AI-generated adverts include the wave of criticism of Coca Cola’s recreation of its classic 1995 “holidays are coming” campaign at Christmas. There’s also a general sense of rising frustration with what has been termed “AI slop”: the influx of low-quality, generic and easily identifiable AI-generated content that has begun to proliferate across the internet. Amid this rapidly evolving landscape, significant new opportunities are emerging for content marketers and creators savvy enough to capitalise on them – but the challenge ahead lies in effectively leveraging AI-driven efficiency and optimisation, while creating genuinely valuable and original content that cuts through the noise and engages increasingly jaded audiences in an ever-more crowded marketplace.