AI use has become widespread amongst consumers and marketers alike following the launch of tools such as ChatGPT in 2022. It is now easier than ever to generate content at the touch of a button.
In light of this, we wanted to investigate how the advancement and increased usage of AI have impacted the amount of content created and managed by marketers.
So, how did we do it? We compared the number of assets which have been stored on our DAM platform (respective to the number of users) annually, with Google search data to reflect the interest in generative AI tools such as ChatGPT and Bard.
We were able to uncover how the dawn of accessible generative AI tools has impacted the amount of content that marketers are creating and managing, as well as forecasting how this will look over the next five years based on the current rate of growth.
How has ChatGPT impacted the amount of content a marketer creates?
Following the year ChatGPT launched, our data found that content production increased by 56.71%. This is seven times higher than the typical rate of increase which averages at 7% per year. The substantial growth illustrates how tools such as ChatGPT and Bard have had a direct input on marketers’ output.
How much content will marketers create in 2030?
The astonishing increase in content production is unlikely to slow down any time soon as AI and automation becomes second nature to many marketers.
Based on the current rate of increase, Bynder predicts that in 2030 the average marketer will be responsible for creating 23% more content than they do today.
By 2030, the data predicts a staggering 67.4% increase in content being created by Bynder customers alone. Within the next six years, tens of millions of assets will be produced and distributed online by marketers using Bynder’s platform.
Assets served online predicted to dramatically increase
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 their DAM has increased by 3 million in Q1 of 2024 (vs Q1 of 2023). Based on this run rate, we expect 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 organizations to operate in a world where consumer demand for targeted content across multiple touchpoints continues to grow.
Does AI make things easier or harder for marketers?
As our data has indicated, AI is leading to a greater amount of content being created. This suggests that content is being produced much quicker and with ease, however with this revelation brings new challenges in managing such a hefty number of assets.
The solution? Strategic use of a DAM platform. In fact, we’ve seen a 55% average annual increase in users of our software, indicating the growing need for a tool to manage the growing amount of content required of a modern-day marketer.
Warren Daniels, Chief Marketing Officer at Bynder commented:
“Artificial Intelligence has emerged as a formidable force for marketers, reshaping the landscape of the industry and providing the tools 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.”
“Bynder’s AI powered DAM (Digital Asset Management) platform serves as a single source of truth for marketers. 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.”
Read Bynder’s comprehensive guide to AI and automation to uncover how our tools can help you tackle the chaos of content.
