Generative AI has quickly become a standard tool in the workflow of many content creators. But how are they actually using these tools? Mediaforta asked more than 50 specialised content creators from a wide range of industries. The result: a realistic picture of the opportunities, challenges, and expectations for the future of AI in content creation.
Our free white paper contains all results, including inspiring examples and detailed figures. Here are 5 key takeaways.
Only 5% of respondents don’t use AI tools at all. Most creators apply AI for background tasks or writing support, such as:
When it comes to creative writing, they prefer to keep it human: AI-generated texts are rarely considered ready for direct publication.
Almost three out of four content creators (73%) report higher productivity thanks to AI—mainly due to time saved on repetitive tasks such as transcription or quick brainstorming. Still, more than half use AI for less than 25% of their total work.
AI may be convenient, but its output is rarely trusted without scrutiny. Content creators always double-check facts and fine-tune AI-generated texts. This takes time, but it ensures quality and authenticity.
In the short term, most creators feel reassured: they believe AI will never be truly creative and therefore won’t fully replace humans. In the long term, however, many expect companies to increasingly choose AI to cut costs—even if that means compromising on quality.
Most respondents hope for a future in which AI and human creativity strengthen each other rather than compete. Some are already finding that balance, using AI to develop new skills such as video editing, SEO, or design—while still keeping their personal creative signature intact.
Want to know which AI tools content creators use most, how they view ethical dilemmas, and which practical tips they suggest for working more efficiently with AI?
➡️ Download the free white paper AI and content creation: Insights from content creators
