How brands respond to Australia’s content surge | Adobe Australia

Guide

Content rising.

How brands across Australia are responding to surging demand for digital experiences.

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Content demand marches higher

Where current content production workflows break down

GenAI: Top solution for optimising and scaling content

Four strategies marketing leaders can adopt today

The AI evolution.

The demand for content is rising sharply, driven by customer expectations for personalised experiences and brands’ reliance on content-led customer growth and retention. To keep pace, marketing leaders need engines that deliver quality content at speed and scale. Yet teams face pressure to do more with less, straining the content supply chain and slowing business impact.

Adobe’s research involving over 400 marketers in Australia shows that content demand is on track to grow at one of the fastest rates globally. The study highlights the drivers behind the surge, the bottlenecks holding teams back, and how leaders plan to use AI to transform experience delivery.

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Content demand marches higher.

62%
say content has grown by 5x or more in the past two years.
58%
say content will grow by 5x in the next two years.
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A graph illustrating content growth in Australia over the past two years and predicted growth for the next two years.
A graph illustrating content growth in Australia over the past two years and predicted growth for the next two years.
A graph illustrating content growth in Australia over the past two years and predicted growth for the next two years.

Key growth drivers

Customer expectations.

Personalisation and hybrid customer journeys are key content growth drivers.

Social content and short-form video are most likely to drive demand.

Top channels.

Instagram, Facebook, and TikTok are the top platforms driving content.

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The barriers to social-first marketing

64% of marketers say that social content is driving the most content demand, while not knowing what resonates across platforms is the biggest barrier.

Where current content production workflows break down.

While consumers in Australia want brands to show up frequently with new content, the production process can be manual, resource-intensive, and lacking in scale. Brands also say that budget constraints and speed are the top challenges they face in meeting demand.

Consumers expect fresh, fast content.

56%

say audiences expect new or updated content at least weekly.

Content asset production is significant.

78%

produce 1,000+ assets per year, and 56%
produce 10,000+.

Many teams are involved in the
production process.

73%

say at least 20 people are involved in creating, reviewing, approving, and reusing content.

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The ROI on content production is uncertain.

83%

say they lack effective performance
management methods.

Time is directed to admin, not strategy
or creativity.

55%

say over 40% of time is spent on admin, reviews, and approvals, not on creation and strategy.

Rounds of versioning slow production down.

84%

say content involves 3 stages of approval
before publishing.

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Generative AI is the top solution for optimising and scaling content.

A graph illustrating generative AI adoption for content production across APAC countries.
A graph illustrating generative AI adoption for content production across APAC countries.
A graph illustrating generative AI adoption for content production across APAC countries.
  • Marketers in Australia are embedding generative AI within content production workflows.
  • More than three-quarters already use it, and many more plan to do so.
  • Top use cases are summarising, optimising content, and automating routine tasks.
  • Only around one in five use it across the entire content production cycle.
  • Content quality and accuracy are marketers’ top concerns.

4 strategies marketing leaders can adopt today.

Streamline workflows.

Simplify versioning with connected, auditable processes that accelerate time to market and enable hyper-personalisation.

Use data to drive performance.

Apply measurement and insights to understand creative impact and business outcomes, ensuring every campaign optimises the next.

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Scale up with AI.

Go beyond AI assistants and embed generative AI across the content lifecycle, from ideation to asset release.

Balance efficiency with creativity.

Automate routine work and apply brand guardrails to free teams to build emotional, relevant, and distinctive customer connections.

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To learn more about how to navigate content demand and drive customer growth, visit Adobe AI for Business.

About the research

Adobe surveyed more than 400 professionals in Australia from marketing, advertising, creative design, and customer experience. Conducted in June 2025, the study explored content demand, challenges, and solutions.

Content as a Service v3 - Content Rising - Tuesday, 24 February 2026 at 05:30

cardTitle
How brands respond to Australia’s content needs.
cardDate
cardImage
CardDescription
Discover how brands in Australia are using AI to keep up with increasing content pressure.
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caas:content-type/report
Tags
caas:content-type/report, caas:content-type/guide

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