The news: 80% of creatives in marketing, agencies, education, HR, and more are using generative AI (genAI) in some part of their processes. And 40% are end-to-end users, per Wondercraft’s AI in Content Creation 2025 report.

Full stack: More than half (52.5%) use genAI to create a video end product, but they’re not solely focused on video generators.

Here’s how the typical journey might look:

• Text. Creators start with tools like OpenAI’s ChatGPT or Google’s Gemini for brainstorming and script-writing. They also use those tools for subtitling and editing.
• Audio. That copy is moved to the voiceover phase using tools like Wondercraft or ElevenLabs.
• Image. For still photos, creators plug that generated copy into a tool like Canva or Midjourney to get corresponding images.
• Video. By plugging in all of the above, users can create content that’s streamlined for TikTok, Instagram Reels, or YouTube Shorts.

Most creators use three or more AI tools, and the top dogs are ChatGPT, VEED, Canva, and ElevenLabs.

Generational shift: Gen Zers lead the charge in genAI integration, but within creative roles, they lag behind other generations.

Only 41.8% of creators younger than 25 use AI throughout their workflows—well below the average, per Wondercraft.

“That tells us adoption isn’t just about age or tools—it’s about mindset, trust, and the shape of creative ambition,” said Wondercraft co-founder Oskar Serrander.

Our take: Creative enterprises will gravitate toward AI companies that provide full-scale, multimodal genAI platforms that deliver audio, image, video, and text tools.

To avoid burnout and retain creativity, marketers and advertisers should look beyond content generation. Deploying AI for streamlining data, SEO, and improving processes could help keep humans in the game.