“We’ve crossed the threshold where AI is no longer a novelty in content creation,” declares Oskar Serrander, co-founder of Wondercraft. His company’s “AI in Content Creation 2025” report reveals that over 80% of creators now use AI tools, with nearly 40% adopting them end-to-end in their workflows—a notable shift that’s transforming how content is created across industries.
The report, a collaboration between Wondercraft, VEED, Luma, and ElevenLabs, surveyed individuals involved in content creation across marketing, education, HR/L&D, creative agencies, and media between March and April 2025. This research offers a window into how AI is reshaping creative processes globally and why Wondercraft sees an urgent need to capture the “current AI adoption zeitgeist” as industries transform.
Wondercraft, an AI-powered content creation platform founded in 2023, enables creators, marketers, and corporate teams to transform documents and scripts into high-quality audio within minutes, without requiring microphones, studios, or specialized editing skills. After securing a $3M seed round in January 2024 from Y Combinator, Will Ventures, Steven Bartlett of “The Diary of a CEO,” and ElevenLabs, the company launched its platform in February 2024 and now serves paid users in 110 countries.
Oskar, with his 20-year background in tech and media, including roles as COO at podcast tech company Acast and early work at Spotify, identified a specific market gap that was limiting industry growth.
“I come from the podcast and audio industry, where the lack of creative tools is holding back the industry,” he explains. “Meta, Google, Amazon, and TikTok make tools for creators and marketers to produce content and ads. That same easy on-ramp for creation doesn’t exist in audio, which is a big blocker for growth for audio platforms like Spotify and other streamers. Marketing is a fast game, and audio has not been able to compete in the ad market until now.”
Key Findings from the Report
The “AI in Content Creation 2025” report analyzes AI adoption across the creator economy. According to data cited in the report, the majority of enterprise organizations are already piloting or scaling generative tools—a trend that Wondercraft’s research confirms is continuing across both organizational and individual creator workflows.
“We’re witnessing a democratization of content creation where AI tools are no longer just for tech experts; they’re becoming an essential part of every creator’s toolkit,” Oskar explains.
While the report shows video dominating as the primary content medium—52.5% of creators focus on it as their primary format—it also reveals shifts in how other media types are being developed and distributed. Chat-based AI tools lead in usage, at 37.6%, followed by audio and image generation tools, each at 21%, and video AI tools at 19.7%.
From Tool to Creative Companion
What makes this moment notable is the transformation of AI’s role in content creation. “Initially, AI tools provided a shortcut to quickly churn out content like SEO articles and social copy,” notes Oskar. “We’ve evolved quickly since then, and it’s now evolving into something much more collaborative and integral to the creative process, where top-quality content is still the end goal.”
The 40% figure of creators using AI end-to-end is particularly telling about this change. “It suggests that many creators are no longer just dipping their toes into the AI space—they’re fully integrating it into their workflows,” Oskar observes. “This trend is pushing the boundaries of what creators can achieve, enabling them to produce more content, faster, and explore more sides of their creativity.”
This shift is captured in one of the report’s central insights, which Oskar emphasizes: “AI is becoming less of a shortcut and more of a studio partner.” He elaborates that “AI is clearly no longer just a tool, it’s becoming a partner in all steps of the creative process itself, from ideation to production, in various ways.”
The implications of this change extend across creative workflows, transforming how both individuals and teams approach content development. “For some creators, harnessing AI well can have a full end-to-end workflow where AI helps with concepts, images, scripts, and final product. For others, AI is a way to turn their existing documents and memos into a new format like audio and podcasts,” Oskar explains.
He continues, “For teams, it’s about enhancing creativity and testing out more ideas than was possible before. AI brings new perspectives, variability, and can free up valuable time for more strategic work. As a result, AI is enabling creators and teams to do more and push creative boundaries. We’ve seen tech paradigm shifts before, but nothing like this: AI is a true superpower for businesses if they approach it appropriately.”
Adoption Across Industries and Demographics
The report uncovered several unexpected adoption patterns that challenge conventional assumptions about who uses AI and how. Most notably, there’s variance across age groups, with younger creators showing more selective AI integration than their older counterparts.
“While younger generations are often assumed to be the early adopters of new technologies, our data reveals a more nuanced reality,” notes the report. Contrary to expectations, creators under 25 are less likely to incorporate AI into their entire process.
“While younger creators are certainly tech-savvy, they might be more hesitant to fully adopt AI tools for a couple of reasons,” Oskar explains. “First, there’s the cost factor. Many AI tools, especially those that offer comprehensive, end-to-end solutions, can still be expensive, especially compared to shooting and editing content yourself with your phone. For younger creators who are just starting out and often working with limited budgets, the cost of these tools can be a barrier to entry.”
Beyond economics, personal expression concerns also play a role in this demographic’s approach to AI. “Younger creators are often still in the phase of honing their voice and style,” Oskar adds. “There is a stylistic side where Gen Z generally opt for a raw, lo-fi aesthetic to social media content, where imperfections and shaky iPhone shots are what make the production authentic.”
Industry-specific adoption patterns reveal even more pronounced trends. “One of the most striking findings from the report was that 100% of HR and learning and development professionals (L&D) are using AI at some point in their workflow,” Oskar emphasizes. “This widespread adoption really emphasizes how integral AI has become in the workplace, not just in creative fields, but across human resources and corporate comms teams.”
The report details how these HR and L&D teams are leveraging AI for specific use cases: “In L&D, AI is being used to create personalized, on-demand audio content for training materials, onboarding, and sales enablement, transforming static documents into engaging audio experiences.”
‘AI Stack’ and Multi-Format Creation
Perhaps one of the most consequential findings in the report is the emergence of what Oskar calls the “AI stack”—a multi-tool approach where creators use three or more specialized AI tools across different formats and stages of their creative process.
“This approach is becoming the norm, as creators leverage the best-in-class solutions for each phase of the content creation process, from ideation and production to distribution and monetization,” Oskar explains. “The advantage is clear: by combining different tools, creators can tailor their workflows to suit their specific needs, improving efficiency and creative output.”
According to the research, the most cited tools by category include ChatGPT, Claude, and Perplexity for chat; Wondercraft, ElevenLabs, and Google for audio; Canva, Midjourney, and Adobe for images; and VEED, Runway, and Luma for video.
This modular approach offers flexibility and power, but also introduces new challenges. “Fragmentation and tool overwhelm in the creator ecosystem is definitely a barrier right now and a sign of the infancy of this emerging AI market,” Oskar acknowledges.
The report suggests that this fragmented field is likely to change as the market matures. “We’ll likely see a consolidation of tools into more holistic, integrated platforms,” Oskar predicts. “The AI market is full of emerging platforms and tools, and eventually we’ll see the best ones rise to the top and consolidate, leading to the creation of super tools that offer a more cohesive experience.”
Benefits, Challenges, and Market Patterns
The report offers insights into what drives AI adoption and the barriers that still exist for creators. Time savings emerged as the leading benefit at 23.8%, followed by the ability to generate content in multiple formats (19%) and faster ideation (18.8%). Interestingly, cost reduction (9.2%) ranked relatively low as a primary benefit, suggesting that efficiency and creative enhancement are more valued than pure economics.
“The core benefits reported by users are clear,” notes the report. “These benefits are particularly pronounced among individuals juggling multiple creative tasks, such as small business owners or content leads managing campaigns across media.”
On the challenges side, cost and pricing models topped the list at 20.1%, followed by lack of customization or flexibility (16.3%), quality control and realism concerns (15.9%), and ethical and legal considerations (13%). These pain points represent areas where AI tools still need improvement to meet creator expectations.
Oskar acknowledges these tensions: “The expectations on AI tools are huge to deliver the customization options that creators want, which is their creative vision done instantly. We’re not there just yet, but I say there is incredible value in AI already today if you have a strong creative vision and taste, are good at prompting, and are willing to learn the craft of producing with AI.”
The report also identified interesting regional variations in adoption patterns. U.S. creators are more likely to fully integrate AI (43.7%) compared to European counterparts, who show higher rates of partial use (over 50%). Oskar believes these differences reflect cultural and regulatory factors rather than technical ones.
“This divide could be cultural or regulatory. European professionals may be more directed by regulations,GDPR, corporate data privacy rules, or educational norms that emphasize the importance of human-authored content. Meanwhile, American creators—especially in marketing and tech—tend to adopt new tools earlier and push them to production faster,” the report explains.
However, Oskar believes these differences “will shrink over time. The U.S. tends to embrace new tech with less friction, but Europe catches up once privacy, governance, and purpose are clear.”
The Future of AI-Assisted Content Creation
Looking toward the future, the report and Oskar’s insights suggest that AI’s role in content creation will continue to change, not to replace human creativity, but to make it more efficient, accessible, and scalable.
Oskar is optimistic about improving affordability and quality: “The cost will go down and quality will increase over time as foundational models battle it out for market share. The win for creators will be in the application layer, where all these technologies are curated and served to them, providing the highest quality and best workflow experience at a reasonable price. That’s what we are building at Wondercraft.”
Regarding the risk of creative sameness as more creators use similar AI tools, Oskar offers a thoughtful distinction: “There’s a nuance to creative AI that people often mix up: AI can be used for ideation and crafting, or both to various degrees. The key to avoiding creative sameness is to think of AI as a collaborator when crafting the content rather than solely a crutch for coming up with the creative idea behind the content.”
He elaborates that “creators can use AI to enhance and accelerate their ideas, but should still infuse their unique voice and style into the process. This is where AI really excels—by providing a foundation or scaffolding that creators can build upon, rather than delivering a finished product that lacks individuality.”
When it comes to the most overstated claim in the content creation space, Oskar doesn’t hesitate: “That AI will replace creators entirely. It won’t. Creativity isn’t just about producing content; it’s about taste, intuition, storytelling, purpose, and intent. AI can accelerate the craft, but it is not yet inventing culture or originality entirely on its own. Maybe someday it will. For now, the most popular content still starts with a sharp human point of view.”
As AI tools become increasingly common, Oskar believes the differentiator for standout creators and marketers in 2026 will be “taste and velocity.” He explains: “The best teams will ship creative work faster, without sacrificing originality or authenticity. They’ll use AI not to cut corners but to spend more time on the parts that matter: the story, the emotional punch, the big idea. Quality at speed is the new creative unlock.”
This vision informs Wondercraft’s approach to developing AI tools that serve as creative assistants rather than replacements, with Oskar sharing his excitement: “We are building the next generation of creative tools for storytellers, and our next chapter will unlock a whole new level of human creativity in the age of intelligence.”
The companies that will thrive in this new environment are those that help creators harness AI’s capabilities while preserving their unique voice and vision.
As Oskar puts it: “AI isn’t replacing creativity; it’s removing the friction between ideas and execution. Media production and post-production are two linear processes that are increasingly merging into the same moment. Didn’t like the first take? Redo it. The standout creators will be the ones who do this with authenticity and in a unique voice. “
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
“We’ve crossed the threshold where AI is no longer a novelty in content creation,” declares Oskar Serrander, co-founder of Wondercraft. His company’s “AI in Content Creation 2025” report reveals that over 80% of creators now use AI tools, with nearly 40% adopting them end-to-end in their workflows—a notable shift that’s transforming how content is created across industries.
The report, a collaboration between Wondercraft, VEED, Luma, and ElevenLabs, surveyed individuals involved in content creation across marketing, education, HR/L&D, creative agencies, and media between March and April 2025. This research offers a window into how AI is reshaping creative processes globally and why Wondercraft sees an urgent need to capture the “current AI adoption zeitgeist” as industries transform.
Wondercraft, an AI-powered content creation platform founded in 2023, enables creators, marketers, and corporate teams to transform documents and scripts into high-quality audio within minutes, without requiring microphones, studios, or specialized editing skills. After securing a $3M seed round in January 2024 from Y Combinator, Will Ventures, Steven Bartlett of “The Diary of a CEO,” and ElevenLabs, the company launched its platform in February 2024 and now serves paid users in 110 countries.
Oskar, with his 20-year background in tech and media, including roles as COO at podcast tech company Acast and early work at Spotify, identified a specific market gap that was limiting industry growth.
“I come from the podcast and audio industry, where the lack of creative tools is holding back the industry,” he explains. “Meta, Google, Amazon, and TikTok make tools for creators and marketers to produce content and ads. That same easy on-ramp for creation doesn’t exist in audio, which is a big blocker for growth for audio platforms like Spotify and other streamers. Marketing is a fast game, and audio has not been able to compete in the ad market until now.”
Key Findings from the Report
The “AI in Content Creation 2025” report analyzes AI adoption across the creator economy. According to data cited in the report, the majority of enterprise organizations are already piloting or scaling generative tools—a trend that Wondercraft’s research confirms is continuing across both organizational and individual creator workflows.
“We’re witnessing a democratization of content creation where AI tools are no longer just for tech experts; they’re becoming an essential part of every creator’s toolkit,” Oskar explains.
While the report shows video dominating as the primary content medium—52.5% of creators focus on it as their primary format—it also reveals shifts in how other media types are being developed and distributed. Chat-based AI tools lead in usage, at 37.6%, followed by audio and image generation tools, each at 21%, and video AI tools at 19.7%.
From Tool to Creative Companion
What makes this moment notable is the transformation of AI’s role in content creation. “Initially, AI tools provided a shortcut to quickly churn out content like SEO articles and social copy,” notes Oskar. “We’ve evolved quickly since then, and it’s now evolving into something much more collaborative and integral to the creative process, where top-quality content is still the end goal.”
The 40% figure of creators using AI end-to-end is particularly telling about this change. “It suggests that many creators are no longer just dipping their toes into the AI space—they’re fully integrating it into their workflows,” Oskar observes. “This trend is pushing the boundaries of what creators can achieve, enabling them to produce more content, faster, and explore more sides of their creativity.”
This shift is captured in one of the report’s central insights, which Oskar emphasizes: “AI is becoming less of a shortcut and more of a studio partner.” He elaborates that “AI is clearly no longer just a tool, it’s becoming a partner in all steps of the creative process itself, from ideation to production, in various ways.”
The implications of this change extend across creative workflows, transforming how both individuals and teams approach content development. “For some creators, harnessing AI well can have a full end-to-end workflow where AI helps with concepts, images, scripts, and final product. For others, AI is a way to turn their existing documents and memos into a new format like audio and podcasts,” Oskar explains.
He continues, “For teams, it’s about enhancing creativity and testing out more ideas than was possible before. AI brings new perspectives, variability, and can free up valuable time for more strategic work. As a result, AI is enabling creators and teams to do more and push creative boundaries. We’ve seen tech paradigm shifts before, but nothing like this: AI is a true superpower for businesses if they approach it appropriately.”
Adoption Across Industries and Demographics
The report uncovered several unexpected adoption patterns that challenge conventional assumptions about who uses AI and how. Most notably, there’s variance across age groups, with younger creators showing more selective AI integration than their older counterparts.
“While younger generations are often assumed to be the early adopters of new technologies, our data reveals a more nuanced reality,” notes the report. Contrary to expectations, creators under 25 are less likely to incorporate AI into their entire process.
“While younger creators are certainly tech-savvy, they might be more hesitant to fully adopt AI tools for a couple of reasons,” Oskar explains. “First, there’s the cost factor. Many AI tools, especially those that offer comprehensive, end-to-end solutions, can still be expensive, especially compared to shooting and editing content yourself with your phone. For younger creators who are just starting out and often working with limited budgets, the cost of these tools can be a barrier to entry.”
Beyond economics, personal expression concerns also play a role in this demographic’s approach to AI. “Younger creators are often still in the phase of honing their voice and style,” Oskar adds. “There is a stylistic side where Gen Z generally opt for a raw, lo-fi aesthetic to social media content, where imperfections and shaky iPhone shots are what make the production authentic.”
Industry-specific adoption patterns reveal even more pronounced trends. “One of the most striking findings from the report was that 100% of HR and learning and development professionals (L&D) are using AI at some point in their workflow,” Oskar emphasizes. “This widespread adoption really emphasizes how integral AI has become in the workplace, not just in creative fields, but across human resources and corporate comms teams.”
The report details how these HR and L&D teams are leveraging AI for specific use cases: “In L&D, AI is being used to create personalized, on-demand audio content for training materials, onboarding, and sales enablement, transforming static documents into engaging audio experiences.”
‘AI Stack’ and Multi-Format Creation
Perhaps one of the most consequential findings in the report is the emergence of what Oskar calls the “AI stack”—a multi-tool approach where creators use three or more specialized AI tools across different formats and stages of their creative process.
“This approach is becoming the norm, as creators leverage the best-in-class solutions for each phase of the content creation process, from ideation and production to distribution and monetization,” Oskar explains. “The advantage is clear: by combining different tools, creators can tailor their workflows to suit their specific needs, improving efficiency and creative output.”
According to the research, the most cited tools by category include ChatGPT, Claude, and Perplexity for chat; Wondercraft, ElevenLabs, and Google for audio; Canva, Midjourney, and Adobe for images; and VEED, Runway, and Luma for video.
This modular approach offers flexibility and power, but also introduces new challenges. “Fragmentation and tool overwhelm in the creator ecosystem is definitely a barrier right now and a sign of the infancy of this emerging AI market,” Oskar acknowledges.
The report suggests that this fragmented field is likely to change as the market matures. “We’ll likely see a consolidation of tools into more holistic, integrated platforms,” Oskar predicts. “The AI market is full of emerging platforms and tools, and eventually we’ll see the best ones rise to the top and consolidate, leading to the creation of super tools that offer a more cohesive experience.”
Benefits, Challenges, and Market Patterns
The report offers insights into what drives AI adoption and the barriers that still exist for creators. Time savings emerged as the leading benefit at 23.8%, followed by the ability to generate content in multiple formats (19%) and faster ideation (18.8%). Interestingly, cost reduction (9.2%) ranked relatively low as a primary benefit, suggesting that efficiency and creative enhancement are more valued than pure economics.
“The core benefits reported by users are clear,” notes the report. “These benefits are particularly pronounced among individuals juggling multiple creative tasks, such as small business owners or content leads managing campaigns across media.”
On the challenges side, cost and pricing models topped the list at 20.1%, followed by lack of customization or flexibility (16.3%), quality control and realism concerns (15.9%), and ethical and legal considerations (13%). These pain points represent areas where AI tools still need improvement to meet creator expectations.
Oskar acknowledges these tensions: “The expectations on AI tools are huge to deliver the customization options that creators want, which is their creative vision done instantly. We’re not there just yet, but I say there is incredible value in AI already today if you have a strong creative vision and taste, are good at prompting, and are willing to learn the craft of producing with AI.”
The report also identified interesting regional variations in adoption patterns. U.S. creators are more likely to fully integrate AI (43.7%) compared to European counterparts, who show higher rates of partial use (over 50%). Oskar believes these differences reflect cultural and regulatory factors rather than technical ones.
“This divide could be cultural or regulatory. European professionals may be more directed by regulations,GDPR, corporate data privacy rules, or educational norms that emphasize the importance of human-authored content. Meanwhile, American creators—especially in marketing and tech—tend to adopt new tools earlier and push them to production faster,” the report explains.
However, Oskar believes these differences “will shrink over time. The U.S. tends to embrace new tech with less friction, but Europe catches up once privacy, governance, and purpose are clear.”
The Future of AI-Assisted Content Creation
Looking toward the future, the report and Oskar’s insights suggest that AI’s role in content creation will continue to change, not to replace human creativity, but to make it more efficient, accessible, and scalable.
Oskar is optimistic about improving affordability and quality: “The cost will go down and quality will increase over time as foundational models battle it out for market share. The win for creators will be in the application layer, where all these technologies are curated and served to them, providing the highest quality and best workflow experience at a reasonable price. That’s what we are building at Wondercraft.”
Regarding the risk of creative sameness as more creators use similar AI tools, Oskar offers a thoughtful distinction: “There’s a nuance to creative AI that people often mix up: AI can be used for ideation and crafting, or both to various degrees. The key to avoiding creative sameness is to think of AI as a collaborator when crafting the content rather than solely a crutch for coming up with the creative idea behind the content.”
He elaborates that “creators can use AI to enhance and accelerate their ideas, but should still infuse their unique voice and style into the process. This is where AI really excels—by providing a foundation or scaffolding that creators can build upon, rather than delivering a finished product that lacks individuality.”
When it comes to the most overstated claim in the content creation space, Oskar doesn’t hesitate: “That AI will replace creators entirely. It won’t. Creativity isn’t just about producing content; it’s about taste, intuition, storytelling, purpose, and intent. AI can accelerate the craft, but it is not yet inventing culture or originality entirely on its own. Maybe someday it will. For now, the most popular content still starts with a sharp human point of view.”
As AI tools become increasingly common, Oskar believes the differentiator for standout creators and marketers in 2026 will be “taste and velocity.” He explains: “The best teams will ship creative work faster, without sacrificing originality or authenticity. They’ll use AI not to cut corners but to spend more time on the parts that matter: the story, the emotional punch, the big idea. Quality at speed is the new creative unlock.”
This vision informs Wondercraft’s approach to developing AI tools that serve as creative assistants rather than replacements, with Oskar sharing his excitement: “We are building the next generation of creative tools for storytellers, and our next chapter will unlock a whole new level of human creativity in the age of intelligence.”
The companies that will thrive in this new environment are those that help creators harness AI’s capabilities while preserving their unique voice and vision.
As Oskar puts it: “AI isn’t replacing creativity; it’s removing the friction between ideas and execution. Media production and post-production are two linear processes that are increasingly merging into the same moment. Didn’t like the first take? Redo it. The standout creators will be the ones who do this with authenticity and in a unique voice. “