Artificial intelligence has moved from experiment to routine in content marketing. A new survey, conducted by Orbitmedia[1], shows that 95 percent of marketers now use AI tools, up from 65 percent in 2023 and 80 percent in 2024. Only one in twenty has yet to adopt the technology, making its spread faster than past shifts such as smartphones or social media.
Editing as the Primary Use
The role of AI has changed. Earlier surveys placed idea generation at the top. By 2025, editing ranked first, with about two-thirds of marketers using AI to refine drafts. Writing assistants and automated editing features have become standard in content workflows.
Few marketers turn to AI for full article writing. Only 10 percent said they use it to draft entire pieces. That share has doubled each year but remains low. Results also show that teams relying on AI for full drafts report weaker performance than those applying it for ideas or edits.
Faster Production Times
Efficiency gains are clear. Average writing time fell from 4 hours and 10 minutes in 2022 to 3 hours and 25 minutes in 2025. Among AI users, the average sits at 3 hours and 24 minutes, compared with 3 hours and 48 minutes for non-users. The 24-minute difference equals a 10 percent productivity boost.
Ongoing Concerns
Adoption has not erased doubts. Accuracy is the top concern, mentioned by 77 percent of respondents. Originality follows at 63 percent, while half raise issues with tone consistency. Ethics were cited by 41 percent, and 23 percent flagged possible SEO risks. Only 5 percent reported no concerns.
Performance and Selective Use
When asked about outcomes, 20 percent of marketers rated their content as producing strong results. Those using AI for idea generation did slightly better at 23 percent. Respondents relying on AI for full drafts reported weaker outcomes, suggesting that faster production does not guarantee higher performance.
Outlook for 2025
The survey points to a turning point. AI is now embedded in nearly all content marketing, yet its value comes from editing and support rather than replacing writers. Time savings are evident, but the strongest results remain tied to selective and strategic use.
Notes: This post was edited/created using GenAI tools.
Read next: Study Finds Human-Written Crisis Messages Viewed as More Credible Than AI[2]
References
- ^ Orbitmedia (www.orbitmedia.com)
- ^ Study Finds Human-Written Crisis Messages Viewed as More Credible Than AI (www.digitalinformationworld.com)