The State of AI in Content & Creative Operations 2026

AI is no longer the challenge. Operational maturity is. 

AI has transformed marketing. 

But has it transformed the way marketing works? 

Based on research with 500 marketing, creative and operations leaders across the US and UK, The State of AI in Creative & Content Operations 2026 explores the growing gap between AI adoption and operational maturity—and why many organisations continue to struggle with workflow, visibility, governance and scale. 

Is your organisation asking these questions? 

• Has AI changed the way we work – or simply added another layer of technology?  

• Where do our workflows break down, and what impact does that have on productivity?  

• Do we have the visibility needed to effectively manage work, people and budgets?  

• Can our current operating model support the growing demand for content?  

• What separates the most operationally mature organisations from the rest of the market?  

What makes this report different? 

This isn’t another report about AI adoption. 

It’s a benchmark of operational maturity. 

Built on insights from 500 marketing, creative and operations leaders, the report examines how organisations are evolving beyond AI experimentation to operational execution. 

Inside, you’ll find: 

• 10 evidence-based research chapters exploring the biggest challenges facing creative and content operations.  

• Hundreds of benchmark statistics covering AI, workflow, governance, visibility and operational maturity.  

• Detailed cohort analysis comparing industries, organisation types, roles, team sizes and geographies.  

• A comparison with our 2023 research, highlighting how the market has evolved—and where progress has stalled.  

Download the report 

Complete the form to access The State of AI in Creative & Content Operations 2026 and discover what separates the most operationally mature organisations from the rest of the market.