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Less than four years after the release of ChatGPT marked the beginning of the AI era, artificial intelligence has become an integral part of the content marketing toolkit. From drafting text and generating visuals to analyzing campaign performance, AI-powered tools are being used for many day-to-day tasks, ideally helping teams to save time on routine tasks and make time for creative and strategic thinking.

According to the , content creation is currently the most common application of AI tools. Just over half of the 252 surveyed B2B content marketing professionals said that their department uses AI to produce text, images or videos. Analytical tasks are another major use case, with 45 percent relying on AI for reporting and performance measurement.

Beyond these core areas, many marketers are also integrating AI into supporting processes. Around 4 in 10 respondents reported using AI for customer service as well as for ideation and inspiration. Others apply the technology to automate workflows, manage knowledge and documentation or for technical tasks such as search engine optimization. At 4 percent, only a small minority of organizations reported not having started using AI tools at all.

For more insights on AI in content marketing, .