Australia ranks second globally for content material demand progress, as entrepreneurs flip to AI to outlive the content material explosion.
What’s taking place: New Adobe analysis exhibits 86% of Australian advertising and marketing groups have skilled elevated content material demand over two years, with 63% anticipating their content material must multiply fivefold by 2027, rating Australia second globally behind India.
Why this issues: Advertising groups are spending almost half their time on administrative duties moderately than technique, while 83% lack efficient methods to measure content material efficiency, forcing organisations to basically rethink their content material operations and AI adoption methods.
Australian advertising and marketing groups are bracing for an unprecedented surge in content material demand, with new analysis revealing the nation ranks second globally for content material stress, trailing solely India within the race to fulfill escalating client expectations.
Adobe’s survey of over 400 advertising and marketing practitioners and leaders discovered that 86% have seen demand improve up to now two years, with greater than half reporting progress of 5 instances or extra. By 2027, 63% of Australian entrepreneurs anticipate their content material wants will multiply by at the least fivefold.
Content material Disaster Hits
The surge stems from shoppers demanding extremely personalised experiences throughout increasing codecs and platforms. Personalised content material demand tops the record of drivers at 61%, adopted by hybrid buyer journeys at 49% and the shift towards video and audio codecs at 42%.
Most entrepreneurs say their audiences now count on new content material weekly or a number of instances per week, with 48% admitting they’re struggling to maintain tempo. This aligns with broader shifts in Australian consumer behaviour and expectations which have emerged lately.
The dimensions of manufacturing has turn into staggering. Most organisations produce over 1,000 model property yearly, with greater than a 3rd creating between 10,000 and 500,000 property.
Workflow Bottlenecks
Administrative burden compounds the problem. Time-consuming workflows plague groups, with most having greater than 20 approvers in content material processes and supplies going by way of three to 6 approval rounds. Virtually half of entrepreneurs spend greater than 40% of their time on administrative duties, opinions and approvals moderately than core content material creation and technique.
Finances shortfalls have an effect on 46% of groups, while 44% cite lack of pace and 31% level to restricted workers as high challenges. Most regarding, 83% of entrepreneurs haven’t any efficient method of measuring content material efficiency.
Duncan Egan, Vice President of Enterprise Advertising at Adobe Asia Pacific and Japan, stated: “Entrepreneurs are below immense stress to ship personalised, impactful content material at pace and scale. To maintain up, groups should rethink their operations, unify inventive and advertising and marketing workflows, and leverage AI to speed up ideation, manufacturing, and personalisation.”
AI Adoption Accelerates
Advertising groups are turning to synthetic intelligence for aid. Most groups (78%) already use AI to assist content material manufacturing and workflows, with 82% planning to implement AI for content material processes inside the subsequent yr.
Nonetheless, hesitation persists round high quality and compliance. Entrepreneurs categorical issues about content material high quality (56%) and compliance and knowledge privateness (48%) when contemplating generative AI adoption.
“As manufacturers embrace AI for content material manufacturing, they want fashions that they will belief,” Egan stated. “That’s the reason we practice our Adobe Firefly fashions on licensed, high-quality knowledge to make sure industrial security. We additionally allow organisations to coach their very own customized fashions to allow them to create on-brand content material at scale.”
Trade Voices
Practitioners throughout sectors are adapting workflows to handle demand surges. Juli Anderson, Director of Model & Inventive for Australia and New Zealand at AECOM, described managing content material throughout a 55,000-person world workforce: “We had comms individuals, advertising and marketing individuals, designers, after which our inner stakeholders requesting issues like social media tiles that we wanted to streamline. We wanted to work out how we might make this content material much more constant and on-brand and polished.”
Stefan Mitchell, Head of Video Content material at 9, highlighted AI’s quick affect in sports activities content material: “Having the ability to minimize down an 80-minute NRL sport right into a five-minute spotlight. Beforehand, it was one individual’s job. They needed to sit there and watch the entire sport, minimize all of the bits up, edit it collectively and publish it. So that can take two hours plus. Now, with AI, as quickly as the sport’s over, there’s a five-minute spotlight reel able to go.”
But human oversight stays essential. “Our philosophy in direction of AI is that it has to begin with human and finish with human,” Mitchell stated. “We can not rely solely on AI to output creativity or to hurry up effectivity on the expense of the human workforce with out understanding why and understanding find out how to drive it from begin to end.”
The analysis, carried out in June 2025 by Adobe in partnership with Advanis, surveyed professionals throughout advertising and marketing, promoting, inventive design and buyer expertise roles representing firms from small companies to massive enterprises. The Australian survey shaped a part of a worldwide research encompassing 2,800 respondents from the US, France, Germany, India, Japan and the UK.
Maintain updated with our tales on LinkedIn, Twitter, Facebook and Instagram.
