Adobe study finds 84% of Indian marketers expect content demand to grow 5x by 2027

A new study by Adobe has unveiled a striking transformation in the marketing sector, revealing that an overwhelming 84% of Indian marketers foresee a more than fivefold increase in content demand by 2027. This expectation comes on the heels of significant growth observed over the past two years, with 96% of respondents noting that their content needs have already doubled, and 62% experiencing a surge of five times. The research underscores the mounting pressure on marketing teams, driven by consumer desires for personalized experiences, viral social media content, and hybrid interactions that blend online and in-store experiences. Notably, 61% of marketers identified personalization as the primary catalyst for this rising demand, while 50% highlighted the shift towards video and audio content. Additionally, 48% pointed to the emergence of hybrid customer journeys as a crucial factor influencing expectations. As audience demands evolve, frequency expectations are also on the rise. A striking 69% of marketers reported that consumers are now seeking new content weekly or even multiple times a week. Among the various content formats, social media and short-form videos are witnessing the fastest growth, with 78% of marketers indicating that demand for social content is escalating rapidly and 63% noting a similar trend for short-form videos. Despite the advantages of technology, many marketers face challenges in scaling personalized content for social commerce. A significant 61% reported difficulties in adapting their strategies, while 57% remain uncertain about which content types resonate most effectively with their audiences. To tackle these obstacles, marketers are increasingly turning to generative AI solutions. The study revealed that 96% of Indian marketers currently utilize AI at various stages of the content lifecycle, and an impressive 95% plan to enhance its application over the next year. AI tools are being employed for numerous tasks, such as content summarization, collaboration, optimization, and localization. "The escalating demand for content in India signifies a critical shift in how it is produced and consumed. Marketers are evolving from mere storytellers to orchestrators of intricate, personalized experiences across a multitude of channels. At Adobe, we recognize this as a pivotal moment where creativity, marketing, and AI converge," stated Anindita Veluri, Director of Marketing at Adobe India. However, even with advanced technology, inefficiencies remain prevalent. A concerning 52% of marketers indicated that content creation and approval processes can involve anywhere from 51 to 200 individuals, while 23% mentioned that the number can exceed 200. Many teams also encounter delays attributed to fragmented tools and a lack of centralized platforms.