Summary
As B2B organizations rapidly adopt generative AI (genAI), content is frequently a strategic beachhead. In this report, we examine the current state of genAI in content, focusing on a cohort of leading adopters already using it in production. These companies stand out for their data-driven approaches, technology expertise, and advanced content practices — reflecting deliberate, organizationwide efforts. Additionally, these leaders put foundational best practices in place before adopting genAI, thus enabling greater success. Our findings highlight key areas any company can prioritize to achieve value with the use of genAI.
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