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Mar 17, 2026, 11:10 ET
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Report shows 54% of marketers say AI is now an essential creative partner, and 96% agree human oversight is still critical to preserving brand and content originality
NEW YORK, March 17, 2026 /PRNewswire-PRWeb/ — PhotoShelter, the leading digital asset management (DAM) platform today releases its new report, AI in Marketing: The Hidden Cost of Faster Content, surveying nearly 400 marketing, communications, and creative professionals about how AI is changing content workflows.
The findings show that while AI has dramatically accelerated production, many teams are still struggling to capture audience attention and maintain brand differentiation.
"AI has made it easier than ever to create content, but marketing teams are still managing the rest of the process manually, when they don’t need to," said Christina Kyriazi, SVP of Marketing at PhotoShelter.
A large majority (69%) of marketing professionals now use AI in their asset and content workflows, up from just 59% in 2023, and 54% say AI has become an essential creative partner. At the same time, 41% report difficulty driving engagement, nearly half struggle to reach wider audiences (46%) and struggle standing out from competitors (45%).
“AI has removed many of the barriers that once slowed down content creation,” said Andrew Fingerman, CEO of PhotoShelter. “But speed alone doesn’t create impact. Brands still need originality, human judgment and strong creative direction to produce content audiences actually trust, relate to and engage with.”
Additional findings from the report include:
“AI has made it easier than ever to create content, but marketing teams are still managing the rest of the process manually, when they don’t need to,” said Christina Kyriazi, SVP of Marketing at PhotoShelter. “They are missing an opportunity to use AI to automate the workflows around content, like organizing and tagging assets, routing approvals and reducing repetitive work. Eliminating the mundane allows creative teams to focus on the ideas that actually drive engagement.”
To review the findings and download the full report, click here.
Methodology
Between August and September 2025, PhotoShelter surveyed 388 full-time marketing and creative professionals in the United States working in brand, social media, communications, marketing or graphic design roles across companies of varying sizes and industries.
About PhotoShelter
Founded in 2005, PhotoShelter is a leading digital asset management (DAM) platform for marketers and creatives. Our AI-driven solution simplifies content collection, organization, and distribution. Trusted by global brands like the NFL, MLB, Purdue University, and Wendy’s, we securely manage over 6.7+ billion assets and support nearly 100 million annual downloads.
Media Contact
Samantha Stone, PhotoShelter, 1 6173655829, [email protected], www.photoshelter.com
SOURCE PhotoShelter
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