Social media and short-form video lead the surge, as teams turn to generative AI to keep pace.
Adobe has released new research revealing that 84% of Indian marketers expect content demand to grow more than fivefold by 2027, underscoring the massive acceleration in content creation needs. Nearly all marketers (96%) reported that demand has at least doubled over the last two years, with 62% seeing a 5X or higher increase.
This surge is forcing marketing teams to rethink how content is created, personalized, and distributed at scale. Personalization remains the biggest driver of this growth, with 61% of marketers citing consumer expectations for tailored experiences as the top factor. Other contributors include the shift toward video and audio content (50%) and the need to deliver seamless hybrid customer journeys (48%) that bridge in-store and digital touchpoints.
The demand for frequent content has never been higher-69% of marketers say audiences expect fresh content weekly or even several times a week, adding pressure on teams to work faster and more efficiently.
Social & Short-Form Video Are Dominating
Social media and short-form video are the fastest-growing formats, with 78% of marketers reporting the highest demand for social content, followed by 63% for short-form video. While these channels are key to engagement and loyalty, challenges remain-61% struggle to scale personalized content for social commerce, and 57% find it difficult to determine which formats work best across platforms.
Operational Bottlenecks
Scaling content is still hindered by operational inefficiencies. 52% of respondents said producing a single piece of content can involve 51–200 people, and for 23%, that number exceeds 200. Most organizations are producing significant volumes-89% create at least 1,000 assets annually, with 25% creating between 10,000 and 100,000 assets per year.
Key pain points include siloed teams and tools (41%), lack of time for ideation (40%), and absence of centralized platforms (38%).
Generative AI: The Growth Enabler
Marketers are increasingly turning to generative AI to overcome these challenges. 96% of Indian marketers are already using AI across multiple stages of the content lifecycle, with 95% planning to expand usage in the next 12 months.
Applications include:
- AI assistants for summarization and collaboration (50%)
- Content optimization for performance (39%)
- Localization to reach diverse audiences (39%)
Anindita Veluri, Director of Marketing, Adobe India, said:
“Marketers are no longer just storytellers-they’re orchestrators of dynamic, personalized experiences. As content demand surges, the key lies in reimagining workflows and embracing technologies like generative AI. It’s not just about scaling content-it’s about scaling impact.”
By optimizing workflows and leveraging AI, Indian marketers are preparing to meet the next wave of content demand-producing more personalized, data-driven, and impactful campaigns at scale.