Australian marketing teams brace for more than 5X growth in content demand by 2027

SYDNEY, Australia — September 16, 2025 — Marketers are feeling the pressure as consumers demand highly personalised experiences across a growing variety of formats, platforms and channels – from video content to in-store digital touchpoints. New research by Adobe found that over the past two years, Australia has witnessed one of the highest demands for content globally, equal second with the US behind India.

The survey of over 400 marketing practitioners and leaders found that 86% have seen demand increase in the past two years, and more than half saying it has grown five times or more. By 2027, the majority (63%) of Australian marketers anticipate their content needs will multiply by at least fivefold.

The demand for personalised content is cited as the top driver (61%), followed by the rise of hybrid customer journeys (49%) and a shift toward video and audio formats (42%). Most marketers (56%) say their audiences now expect new content weekly or even several times per week, creating further pressure for teams to operate faster and more efficiently than ever before.

This is pushing marketing teams across industries to rethink how they produce, manage and measure content, with nearly half (48%) admitting they’re struggling to keep up.

Most (78%) organisations produce over 1,000 brand assets each year, with more than a third (35%) producing between 10,000 and 500,000. Time-consuming workflows are a major barrier, with the majority having more than 20 approvers in the content process, and content going through three to six rounds of approvals. Almost half (46%) of marketers spend more than 40% of their time on administrative tasks, reviews, and approvals, as opposed to core content creation and strategy.

Beyond this, marketers point to budget shortfalls (46%), lack of speed (44%) and limited staff (31%) as the top challenges to keeping pace with content demand. Most (83%) marketers also have no effective way of measuring how their content is performing. To navigate this, they’re most focused on closer collaboration between creative and marketing teams (43%), data-driven content approaches (42%) and leveraging generative AI (40%).

Duncan Egan, Vice President of Enterprise Marketing, Adobe Asia Pacific and Japan said, “Marketers are under immense pressure to deliver personalised, impactful content at speed and scale. To keep up, teams must rethink their operations, unify creative and marketing workflows, and leverage AI to accelerate ideation, production, and personalisation.”

Accelerating content with generative AI

To keep up with demand, most (78%) marketing teams already use AI to support content production and workflows. Four in five (82%) marketing teams are planning to use AI to support content processes in the next year. Marketers that are taking pause around generative AI need clarity around their top concerns expressed including content quality (56%) and compliance and data privacy (48%).

“As brands embrace AI for content production, they need models that they can trust,” Egan said. “That is why we train our Adobe Firefly models on licensed, high-quality data to ensure commercial safety. We also enable organisations to train their own custom models so they can create on-brand content a scale.”

About the research

Adobe partnered with Advanis to survey more than 400 professionals in Australia, spanning roles in marketing, advertising, creative design and customer experience, and representing companies of all sizes from small businesses to large enterprises. The survey was conducted in June 2025 and aimed to explore their experiences and expectations around content demand, along with the challenges they face and the solutions they employ. The Australian survey formed part of a global study of 2,800 respondents from the US, France, Germany, India, Japan and the UK.

About Adobe

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

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Public relations contact

Cristina Fletcher
Adobe
cfletcher@adobe.com