Which AI tools do most professionals use in 2025?

Content professionals use a variety of tools to get their work done every day. Whether they’re planning, creating, managing, or optimizing content, the right tools can make each stage much more efficient. From organizing ideas to fine-tuning the final piece, these tools help them maintain quality content and stay productive.

To better understand which tools matter most, we’ve surveyed 610 content professionals from around the world across different industries, including highly regulated fields like healthcare. The findings are all in The content creator’s toolbox 2025, a report that takes a deep dive into the tools content teams rely on daily, whether for analytics, localization, social media management, or AI-powered assistance. The full report, packed with insights and stats, will be released in April—stay tuned for that!

One of the key takeaways? AI tools have become an essential part of the content workflow. They assist with research, writing, editing, and even strategy. But while AI is widely used, content professionals also have their thoughts and concerns. In this blog, we’ll focus on the AI tools favored by most of our respondents—what they do, why they’re useful, and what professionals think about using them.

74% of content professionals use AI weekly or more

As the graph below shows, AI is something most content professionals use regularly. Only 5% say they don’t use AI at all, while 74% of content professionals use it at least weekly, with 39% of them using AI tools on a daily basis. From this, it is clear that AI has become a standard part of the content creation process.

46% of content professionals spend 2–4 hours per day on content creation

Let’s now take a look at how much time content professionals actually spend creating content. Almost half (46%) spend 2–4 hours per day on it, and another 27% spend 4–6 hours. On average, that’s 3.4 hours every day dedicated to writing, editing, and producing content.

61% of content professionals working 6+ hours on content use AI daily

In the following graph, we can see that there is a connection between time spent on content creation and the use of AI tools. The more time someone spends creating content, the more often they use AI. For example, among those who spend less than two hours a day on content, only 34% use AI daily, but for those working 6+ hours on content, daily AI usage jumps to 61%. The heavier the workload, the more likely content professionals are to use AI.

So, which AI tools are content professionals actually using? Let’s take a look.

The AI tools content professionals use the most

When it comes to AI tools, three stand out as the most widely used:

1. ChatGPT (66%) – The go-to AI assistant

ChatGPT is by far the most commonly used AI tool among content professionals. With 66% adoption, it’s clear that many use it to help them with efficient content creation. Whether it’s generating outlines, rewriting sections, or helping overcome writer’s block, ChatGPT has become an extension of many workflows.

Who should try it and why? ChatGPT is great for content creators, writers, and teams needing help with idea generation, quick drafts, summaries, or brainstorming. Its versatility makes it a fitting choice for those looking to streamline content creation or generate fresh ideas fast.

2. Gemini (32%) – A growing alternative

At 32% usage, Google’s Gemini has also found its place among content creators. While it’s not as dominant as ChatGPT, it’s valued for its direct integration with Google Search and its ability to pull in real-time information. This makes it useful for fact-checking, quick research, and generating content that aligns with up-to-date search trends.

Who should try it and why? Gemini works well for those already within Google’s ecosystem, offering powerful summarization and reasoning abilities—a great choice for researchers, content planners, and creators who need both text and image generation.

3. Grammarly (16%) – The AI-powered writing assistant

Grammarly has been around for a long time, and with 16% usage among content professionals, its AI-powered features continue to be relevant. Unlike generative AI tools, Grammarly focuses on refining and improving existing content—offering suggestions for clarity, conciseness, and tone adjustments.

Who should try it and why? Grammarly is great for writers, editors, and anyone needing to refine their grammar, tone, and clarity, ensuring their content is polished and on-brand. It can help fine-tune content to be error-free, making it especially valuable for non-native English speakers or teams with tight deadlines.

AI tools with niche adoption

Beyond the big three, other AI tools have a smaller but still notable presence among content professionals, each catering to more specific needs:

• Copy.ai (7%) & Jasper.ai (5%) ­– Copy.ai and Jasper.ai are primarily used by marketers for ad copy, social media captions, and product descriptions. They specialize in fast, template-based content generation and are helpful for those managing multiple campaigns, allowing them to produce catchy copy.
• Writer (5%) – More focused on businesses that need brand-safe AI writing, ensuring consistency in tone and compliance.
• NotebookLM (5%) – Designed for research-heavy workflows, helping users summarize and organize large amounts of text.
• Claude (4%) & Perplexity.ai (4%) – Popular among those looking for AI-powered research and conversational search tools, offering a different approach than traditional search engines.
• Grok (2.1%) – X’s (formerly Twitter) AI assistant, designed for real-time insights and conversational AI. It is suited for users looking for real-time insights and trending topic engagement, making it a useful tool for social media managers and creators focusing on dynamic content.

There might be a few reasons for why these tools aren’t adopted as widely as ChatGPT. Some serve more specific, niche use cases rather than general content creation, and some are simply newer and less well-known, and many content professionals may prefer to stick to what they already know.

Although AI is widely accepted, some security concerns remain

Although AI tools are widely used, some content professionals still have security concerns. The graph shows that while 25% feel confident in the security of AI tools, 43% have some concerns, and 23% are unsure but remain cautious.

This might stem from the fact that AI tools often handle sensitive content, which raises questions about data privacy and how information is stored and used. Additionally, many of these tools operate on cloud-based platforms, which can sometimes lead to concerns around data breaches or unauthorized access. 

As AI continues to evolve and integrate into workflows, it will be important for providers to reassure users by being transparent about their security measures and data protection policies. With that being said, let’s now take a look at how we see AI at Kontent.ai.

The approach to AI at Kontent.ai

At Kontent.ai, we prioritize the responsible use of AI in both our internal processes and product. We aim to: 

• Integrate AI to ensure fair and non-discriminatory treatment for all users 
• Maintain a clear chain of responsibility throughout the entire AI lifecycle 
• Make AI understandable to both employees and customers 
• Ensure a safe environment that protects user data and privacy 

With our enterprise-grade security, businesses can rest assured they always safeguard their brand and protect their reputation.

Organizations across industries, including highly regulated industries like finance and healthcare, trust our AI-powered tools. For instance, Newcastle Building Society, a financial institution with strict compliance and accessibility requirements, uses AI in Kontent.ai to streamline content creation. By leveraging AI, their team works more efficiently while ensuring that the final content aligns with the high standards required in their sector.

Some may have concerns about AI’s ability to provide accurate, compliant, or high-quality content. Above all, it’s good to keep in mind that AI in Kontent.ai is not meant to replace human expertise. Instead, it acts as an assistant to support content professionals by helping with automating tasks, speeding up the review processes, or providing strong first drafts that can then be polished and finalized by the content team to ensure accuracy and compliance.

Helpful resources for your AI journey

If you’re interested in learning more about the AI assistance available in Kontent.ai, here is a list of resources that can help you on your journey:

• Beyond the hype: The AI accelerators content managers need – Watch this on-demand webinar to explore the role of AI in content management and learn about our AI accelerators that drive value for organizations with complex content needs.
• Go beyond the basics: The AI accelerators content teams need – In this post, we dive a little deeper into the AI accelerators we covered in the webinar, along with video interviews from our team that give you more insight into how these capabilities can support you in areas of content discoverability, translations, and reviews.
• Make your life easier with AI – Our Learn Portal provides a variety of helpful learning paths to get you started with the platform and understand AI’s role in content management.

When AI is integrated thoughtfully into content operations, it can boost efficiency, save time, and let you focus on creating impactful content that resonates with your audience.