When Moses told Pharoah to let his people go, Pharoah said, “I guess these guys have too much time on their hands. From now on they have to make the same quota of bricks, but they have to get their own straw.”
That’s what came to mind when I read this from the Canto report, “The State of Digital Content.”
Content teams are having to do more with less. 77% of content and creative teams expect their content volume to grow in the coming year …. However, … 17% [are] projecting budget cuts.
I suspect AI is the culprit.
“Hey guys, now that you have this great tool that can crank out copy in seconds, we don’t need all of you. But I expect twice as much content!”
The report continues …
However, this year, content and creative teams report a strong focus on improving content quality and relevance and building brand awareness ….
This echoes what my friend Lindsay Young recently said.
I think one problem that companies have is that they think the more they produce, the better. But for the companies we work with, we focus on producing fewer quality pieces that can be repurposed in different formats/different channels in more efficient ways.
Mohammed Zain said something similar.
Our clients learned it the hard way. We had a client who informed us that they would no longer need our services as they had hired an on-site team and given them access to AI tools.
Fast forward to a couple of months, they came back to us and confessed that the onsite resources and AI combo were not producing the results they had expected.
Expertise wins, always!
Will that always be true, or will AI catch up? (I suspect it will.)
To ease the angst of human creators, there are some positive findings in the Canto report. 50% of the responding teams said that improving content quality and relevance is a top priority in 2025. In fact, that was the top priority.
For the time being, that means humans still have some work to do. AI is amazing, but it’s not as good as a human at writing high quality creative.
You can get the report here: The State of Digital Content: 2025 Edition
P.S. — If you need help creating content for your business, give me a call. I can help, or I can point you to people who can.
