A data-led analysis of 36 coded source records and survey responses from 723 senior content leaders in the UK and US.
The executive read
The research points to a harder problem: deciding what deserves to exist, grounding it in evidence, making it discoverable across search and AI surfaces, and proving that it changed a business outcome.
This report maps the shift from content generation towards systems, control and traceable strategic decisions.
The findings
Four findings capture the market shift: strategy is becoming a system, production dominates supply, decision gaps remain, and buyers need greater confidence and control.
Read the market analysisThe survey shows leaders adapting in practice while remaining deeply uneasy about the transition: 96.8% are working more closely with SEO, 90.3% still prioritise writers, 84.6% are less than very confident about LLMs and 99% show an inclination towards a job switch.
Read the people findingsThe market signal
Teams do not need another tool that writes faster. They need a system that helps them choose the right content to create and shows whether it worked.
Methodology