Creators Embrace AI, With Older Users Outpacing Gen Z Adoption.

For many creators, artificial intelligence isn’t just a tool to get things done faster. It’s part of how they explore ideas, adapt content for different formats, and build more personalized, scalable experiences. That is according to a new report from Wondercraft. The AI content creation platform has released a study that looks at how creators are using AI to produce audio, video, design and text. It finds that eight in ten creators are now using AI as their copilot at some stage of their work process, and roughly four in ten rely on AI from generating an idea right through to the project’s release.

“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 of Wondercraft. “The question isn’t if teams use AI any more, it’s how well it’s adopted and fits their voice, values, and velocity they want to achieve in order to compete in their market.”

How deeply integrated AI has become depends on the media. Creators producing social media, blogs and other online platforms are most likely to use the technology from start to finish. Among audio producers, the use of AI is most common in resource-limited sectors like human resources, learning and development, and education. Among these internal-facing teams, Wondercraft’s survey found 100% of respondents reported using AI in some capacity, with one in three using it throughout their entire content process.

“AI-powered tools like Wondercraft are lowering the barrier to audio production, enabling marketing teams, internal communications, HR, and other departments to launch high-ROI podcasts for their organizations,” says Dimi Nikolau, co-founder at Wondercraft.

It says they are mainly using AI to convert policy PDFs into narrated guides, localize onboarding content across regions, and transform dense materials into more accessible formats for an internal audience.

Gender, Age Differences

The report draws on data from 514 content creators from around the world, with 53% in North America. Their roles span marketing, education, HR, creative agencies, and entrepreneurship. The results reveal women are slightly more likely than men to fully adopt AI across creative workflows, with 39.6% reporting full-process use compared to 37.3% of men. But male respondents tend to experiment with more tools, as the survey shows women are more likely to stick with platforms they trust, particularly in roles where tone, consistency and impact matter most.

Wondercraft says that gender split has meaningful implications, with simplicity, clarity, and trustworthy results crucial to driving sustained usage among female creators, while customization and flexibility may be more effective in engaging male users who value breadth and performance. “Both groups see value in AI — but their paths to adoption are shaped by different priorities,” its report says.

The study also reveals what Wondercraft sees as a generational paradox, as older creators are adopting AI faster. Contrary to expectations, it says creators over 25, particularly those 35 to 54, are embracing AI tools more consistently than their younger counterparts. Only 42% of creators under 25 report using AI throughout their content workflows. That is different than traditional tech adoption patterns, where younger users are seen as first movers.

“It’s ironic, but the youngest creators, who live and breathe digital as the ‘AI natives,’ aren’t yet going all-in on AI,” Serrander says. “That tells us adoption isn’t just about age or tools — it’s about mindset, trust, and the shape of creative ambition.”

The data points to a shift in how maturity, not just age, drives AI adoption. Those with higher stakes, tighter schedules, or more complex workflows are embracing AI as a way to sustain momentum, not just experiment. The report also suggests that younger creators may still be exploring their voice or working within budget constraints, while older professionals are focused on speed, scale and sustaining creative output.

Wondercraft’s “AI in Content Creation 2025” report is a joint effort with VEED, Luma and ElevenLabs. It was released today at The Podcast Show in London. Download the full report HERE.