What are the top challenges teams face when creating, managing, and distributing content? How are they working to improve their content production? How are they using AI in their workflows?
To find out, Canto and Ascend2 conducted a survey in November 2025 among 434 professionals in the UK and US involved in the production, management, or strategy of their organization's content and creative assets.
Respondents say the top challenges they face are keeping up with increasing content demands for various channels and managing a growing volume of content, which is being amplified by generative AI. These are the same top challenges cited by content professionals in a 2024 edition of the survey.
Three quarters of respondents say AI has increased the volume of content their organization produces.
Some 51% of respondents say they're working to improve content production by using AI to accelerate creation, tagging, or organization.
Some 41% of respondents say they're using AI to analyze content performance and 40% say they're using AI to optimize content for SEO/performance.
About the research: The report was based on data from a survey conducted in November 2025 among 434 professionals in the UK and US involved in the production, management, or strategy of their organization's content and creative assets.
