South Africa, March 30 -- HubSpot's 2026 State of Marketing data reveals that 83% of marketers expect to produce more than ever with the advent of AI. 80% of teams plan to maintain or increase their content budgets in 2026. But most marketers are disappointed with the returns on investment and struggle to differentiate their content. These results suggest we need to rethink how we're integrating AI into our marketing.

Marketers now produce 5.2 times more content than they did five years ago, according to research from the Content Marketing Institute. AI tools have democratised production to the point where a single content manager can output what previously required an entire team.

Yet average engagement rates across social platforms ha...