• by Ray Schultz , Columnist, May 14, 2025

AI is now seems to be the default tool for content creators. 

A new survey from Wondercraft, shows that over 80% of creators use AI in some part of their workflow. And 40% utilize it from start to finish.

Video is the leading primary content format: 

• Video—52.5%
• Text—22.2% 
• Visual Design—13.4%
• Audio—9.1%

By category, the most cited tools are:

• Chat—ChatGPT, Claude, Perplexity
• Audio—Wondercraft, ElevenLabs, Google  
• Image—Canva, Midjourney, Adobe
• Video—Veed, Runway, Luma

The biggest challenges? The respondents cite: 

• Cost and pricing models—20.1%
• Lack of customization or flexibility—16.3% 
• Quality control and realism—15.9% 
• Ethical and legal concerns—13%

Who’s driving AI adoption? Among women, 39.6% report full-process use, compared to 37.3% for men. 

And while you might think younger people are more advanced, only 41.8% of creators under age 25 use AI throughout their content creation process—well below average.  

And, in another surprising finding, postgraduates use AI selectively, while those with less formal education are more likely to use it end to end, the study reports. 

In addition, 43.7% of users in the U.S. are fully integrated, while 50% in Europe report only partial use. 

“We’ve crossed the threshold where AI is no longer a novelty in content creation—it’s the connective tissue holding modern workflows together,” says Oskar Serrander, co-founder, Wondercraft. “The question isn’t if teams use AI anymore—it’s how well it’s adopted and fits their voice, values, and velocity.”

Serrander continues, “AI is becoming less of a shortcut and more of a studio partner—helping creators stay prolific without burning out or compromising quality. The most successful tools tomorrow aren’t replacing creativity—they’re scaffolding it.” 

The study, AI in Content Creation 2025, was conducted with support from Veed, ElevenLabs and Luma.