At a time where brands need to power more personalized experiences and deeper customer relationships than ever, AI can be the differentiator that turns content from a cost center into a growth engine. That said, leaders are challenged to answer key questions: How do we prove the value of this investment? How do we protect our brand? Where do we start, and where do we go next?

We designed this research to answer these very questions. Adobe partnered with Accenture, a marketing transformation and advisory services leader, to conduct surveys and provide expert analysis to gauge the potential financial impact from an AI-enabled content creation and production transformation. We assessed top areas of value across six major industry sectors, highlighting where leaders may wish to place their bets to drive the greatest impact. For more information on our research and methodology behind the financial projections, please refer to the Methodology section on page 21.

The case for investment is clear: organizations can realize an average 7.1X net ROI over three years and nearly $200M in annual value1. But AI’s impact is not just about financial returns—it’s about ensuring brands stay ahead as the pace of innovation accelerates and the window for competitive advantage narrows. Those who act now will be best positioned to deliver long-term impact.