“What emerging technology do you believe will most dramatically change content creation in the next five years? How do you see it transforming your specific creative process?”
Here is what 11 thought leaders had to say.
AI Personalizes Healthcare Content for Patient-Specific Needs
Generative AI with real-time personalization is set to reshape content creation most dramatically. Unlike current tools that produce static material, emerging systems will adapt messaging instantly based on audience context, such as location, health priorities, or stage in the decision journey. For healthcare, that means content will no longer be one-size-fits-all but dynamically shaped to meet patients where they are.
In our process, this will transform how we educate and engage. Instead of producing a single explainer video on Direct Primary Care, AI will be able to generate tailored versions—one addressing cost concerns for small business owners, another highlighting continuity of care for families, and yet another simplifying logistics for retirees. The creative focus will shift from producing multiple campaigns to designing frameworks and oversight that guide AI output, ensuring it remains accurate and aligned with our values. This will expand reach without diluting authenticity.
Wayne Lowry, Founder, Best DPC
Real-Time AI Transforms Roof Repair Information Delivery
Generative AI paired with real-time data integration will likely reshape content creation most dramatically in the coming years. The ability to combine language models with live weather feeds, storm tracking, and building code updates will allow roofing companies to deliver information that is both timely and highly relevant. For our process, this means content will shift from being static to situational. Instead of drafting general guides about roof repairs, we will be able to produce precise updates that match the exact conditions homeowners face after a hailstorm or hurricane. This evolution will reduce the gap between event and response, giving communities practical knowledge at the moment they need it. In practice, it means our creative process will move closer to service delivery itself, where writing and communication become active tools of resilience alongside the physical work of repair.
Ysabel Florendo, Marketing coordinator, Alpine Roofing and Solar
Generative Video Speeds Patient Education Production
Generative video stands out as the technology that will reshape content creation most profoundly in the coming years. We are already seeing text-to-video platforms that can take a short written prompt and produce professional-quality footage with realistic voices and scenes. For health communication, that shift is transformative. Instead of relying on lengthy production timelines or costly filming, I will be able to turn patient education materials into engaging visual stories in hours rather than weeks. This will change my creative process from one focused on scripting and coordinating production to one centered on refining narratives and tailoring them for different audiences. The ability to produce multiple versions quickly—perhaps a two-minute explainer for patients and a detailed ten-minute overview for clinicians—means the message can be adapted with far greater precision. The creative work then becomes less about logistics and more about clarity and impact.
Maegan Damugo, Marketing coordinator, Health Rising Direct Primary Care
AI Merges Medical Supply Content with Regulatory Data
Generative AI with real-time data integration is set to reshape content creation most dramatically. Current tools can draft and refine messaging, but the next leap will be platforms that merge creative generation with live industry data, compliance updates, and customer behavior insights. For us, this means producing medical supply content that is not only polished but also instantly aligned with regulatory changes or shifts in procurement trends. Instead of manually researching updates on device safety standards or reimbursement rules, the system will embed that information directly into drafts. The transformation lies in shortening the gap between knowledge and communication, allowing creative energy to focus on clarity and relevance rather than data gathering.
Ydette Florendo, Marketing coordinator, A-S Medical Solutions
AI Creates Tailored Nonprofit Stories for Different Audiences
Generative AI with advanced personalization will be the most dramatic change in content creation. Unlike today’s tools that primarily assist with drafting or design, emerging systems will generate highly tailored materials that adjust tone, imagery, and narrative flow for different audience segments in real time. For an organization like ours, that means a single story about a child’s success could be told one way to long-term donors, another way to new supporters, and yet another way to potential partners—all while preserving the integrity of the core message.
The transformation lies in shifting from broad campaigns to individualized conversations at scale. Instead of producing one version of a newsletter or video, the process will involve curating authentic stories and then allowing technology to adapt them for different audiences. This will save time while deepening engagement, provided we keep the human element at the center by grounding each version in truth and empathy. It will change the workflow, but not the heart, of our storytelling.
Belle Florendo, Marketing coordinator, Sunny Glen Children’s Home
Multimodal AI Tools Compress Content Production Timelines
Generative AI fused with real-time multimodal tools will be the technology that reshapes content creation most profoundly. The ability to produce synchronized text, visuals, and audio in a single creative pass will eliminate many of the handoffs that currently slow production. Instead of developing a written draft, sending it for design, and then looping in editing software for video or audio, creators will increasingly orchestrate all three within one platform. This shift compresses timelines from weeks to days while allowing for rapid iteration without sacrificing quality.
For our process, the impact is twofold. First, ideation will become more fluid because prompts and storyboards can be tested instantly across formats, making it easier to see which concepts resonate visually and narratively before committing resources. Second, the refinement stage will grow more interactive. Adjustments that once required multiple specialists—altering pacing in a video, shifting tone in a script, or reworking imagery for accessibility—will happen dynamically in-session. The result will be a creative workflow less about managing discrete steps and more about guiding an integrated system toward the desired outcome.
Rory Keel, Owner, Equipoise Coffee
AI Eliminates Technical Barriers to Creative Expression
The biggest shift won’t be AI creating content, but AI understanding creative intent. Right now, creators spend 80% of their time on technical execution and 20% on creative decisions. That ratio is about to flip.
Working with thousands of B2B creators at MarketScale, I see the pattern clearly: professionals have brilliant ideas but get stuck on execution. A healthcare executive knows exactly what training video would help their team, but can’t edit. A manufacturer understands what safety content workers need, but can’t animate. The technology that will transform creation is AI that bridges this gap between vision and execution.
In my creative process, this means moving from ‘Creative Director who also does production’ to ‘Creative Director who orchestrates AI and human talent.’ Instead of spending hours in After Effects, I’m designing systems where AI handles motion tracking while animators focus on storytelling. Instead of manual color correction, AI maintains brand consistency while editors focus on narrative flow. We’re already seeing this with our 400+ contractors handling 5-10% more monthly volume because AI handles the repetitive technical work.
The transformation isn’t about AI replacing creators; it’s about AI eliminating the technical barriers that prevent people from creating. Five years from now, every professional will be a content creator because the gap between having an idea and producing professional content will effectively disappear
Raul Reyeszumeta, VP, Product & Design, MarketScale
AI Video Forces Focus on Human Creative Value
I believe AI-powered video generation will most dramatically transform content creation in the coming years. We’re already seeing this technology disrupt the commercial video production industry through two significant challenges: the devaluation of creative labor as AI-generated content becomes increasingly accessible and cost-effective, and the growing difficulty for thoughtful human creative work to stand out in a market flooded with AI content. This technological shift is forcing our creative teams to focus more intensely on delivering uniquely human perspectives and emotional intelligence that AI cannot replicate. Our process now includes more time developing distinctive creative concepts that showcase human insight rather than technical execution, which increasingly can be automated.
Ryan Stone, Founder & Creative Director, Lambda Animation Studio
Generative Tools Replace Traditional Video Production Methods
The most significant transformation will occur in generative video production. The development of Sora and Pika tools continues at a rapid pace as we currently test these solutions with our clients. The technology enables us to produce customized video content for individual campaigns and audience groups and specific time periods without requiring weeks of production time.
The new workflow enables me to work with crews less often while reducing location shoots and shortening the time needed to transform creative ideas into finished products. I will maintain my role of writing prompts and guiding the narrative but the cameras will remain in storage.
Vincent Carrié, CEO, Purple Media
Interactive Video Demands New Branching Narrative Approach
If I had to pick one emerging technology that will dramatically change content creation in the next five years, it’s interactive video. Unlike traditional video, which is a one-way medium, interactive video lets viewers shape their own experience, like choosing story paths, clicking on product features, or diving deeper into the parts that interest them most. That level of engagement is going to transform how audiences consume content and how we, as creators, think about storytelling.
For me, as a writer, personally, it means shifting my creative process from writing a single linear script to designing branching narratives and layered messages. I’ll need to think about multiple possible journeys a viewer might take and make sure each one still delivers the brand’s voice and clarity.
Diana Royanto, Content Writer, Milkwhale
AI Levels Playing Field for Small Business Marketing
The biggest shift in content creation is that AI is finally catching up to human creativity.
For my gym gear brand, that means I’ll be able to take the raw ideas in my head and instantly turn them into high-level creative that looks like it came from a top agency. Instead of spending weeks on product photoshoots or endless revisions, I’ll be able to generate world-class visuals that show my belts and gear in action, customised for every type of athlete. That kind of speed and personalisation will let me market like a global brand while still running lean, and it makes the playing field between small businesses and big players a lot more even.
Adam Boucher, Head of Marketing, Turtle Strength
