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The digital marketing landscape is undergoing a seismic shift, driven not by human creativity alone, but by the algorithmic precision of artificial intelligence. Tools like ChatGPT, DALL-E, and Copilot are no longer niche experiments—they are now core to how brands compete. Companies that once spent millions on campaigns are now deploying AI to generate localized copy, optimize SEO strategies, and even draft commercials, all while reducing costs by up to 60%. The question for investors is clear: Who will capitalize on this transformation, and where is the next wave of value hiding?
The rise of AI in content creation is best understood through its impact on real-world businesses. Take Coca-Cola’s “Share a Coke” campaign: By using AI to analyze social media data and personalize bottle names, the company achieved a 2% sales boost and an 870% surge in social engagement. This wasn’t just a cost-saving exercise—it was a strategic repositioning of how brands engage audiences at scale. Similarly, Heinz’s holiday campaign, which used DALL-E to generate AI-designed bottle art, earned 800 million earned impressions—a 2,500% return on media spend—without traditional advertising budgets.
These examples highlight a critical truth: AI isn’t just a tool for efficiency; it’s a lever for competitive advantage.
The market data is unequivocal. By 2030, AI content creation is expected to hit $12.3 billion, growing at a 37% compound annual growth rate (CAGR). This expansion is fueled by measurable ROI:
Semrush (SEMR) has outperformed the S&P 500 by 22% year-to-date, reflecting its role as an AI-driven SEO pioneer.
While giants like Microsoft (MSFT) and NVIDIA (NVDA) dominate headlines—Copilot and AI infrastructure, respectively—the real opportunities lie in niche innovators that are underappreciated by the market.
Semrush’s AI toolkit, ContentShake, has become a must-have for brands seeking to decode search intent and automate keyword strategies. With 25% YoY revenue growth in 2023, its stock trades at a valuation that doesn’t yet reflect its AI-driven scalability. A recent backtest showed Semrush’s stock gains 29% over 20 trading days after product launches, though volatility remains (max drawdown: -55.69%). Investors should consider dips below $50 as buying opportunities.
While OpenAI’s ChatGPT grabs headlines, smaller players like DeepSeek (developer of the DeepSeek AI model) and Fathom (an AI-powered analytics platform) are quietly carving out niches. DeepSeek’s models outperform ChatGPT on technical tasks, while Fathom’s real-time data tools help brands optimize campaigns in hours, not weeks. Both are private but ripe for acquisition—a potential catalyst for their valuations.
Video content remains king, but its creation is costly and time-intensive. Pictory uses AI to cut video production costs by 50%, automating scriptwriting, editing, and asset sourcing. With brands like BMW and Lexus already leveraging its tools, Pictory could emerge as the “Adobe of AI video” as demand for scalable visual content surges.
No investment is without risks. AI tools face regulatory scrutiny (e.g., the EU’s AI Act), data privacy concerns, and the ever-present “hallucination” problem (AI generating flawed content). The solution? Hybrid models—pairing AI with human oversight. Companies like Adobe (ADBE), with its Firefly AI, have already integrated this approach, ensuring creativity and compliance.
For investors, the playbook is clear:
The era of human-centric content creation is ending. Brands that fail to adopt AI tools risk irrelevance, while those that master them will dominate. Investors ignoring this shift are overlooking a $12 billion opportunity—and one that’s just beginning to take shape.
For now, the smart money is on the underdogs: the Semrushes and DeepSeeks of the world. Their time is now.
NVIDIA’s AI segment grew 73% in Q1 2025, underscoring the sector’s momentum.
Andrew Ross Sorkin
June 6, 2025
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