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Marketing teams are producing more content than ever, with output up 85% year over year. But compliance teams have not kept pace, creating a growing gap that is reshaping how organizations manage risk, brand, and workflows. 
In this episode of the Brand Intelligence Podcast, William Tyree sits down with Alex Hubbard, VP of Product and AI at IntelligenceBank, to unpack the biggest insights from the 2026 Content Trends Report. Drawing on aggregated platform data and real customer conversations, they explore what is really changing inside modern marketing and compliance teams.
They discuss:
- Why content production and data volume are accelerating, especially with AI and video
- The operational strain on compliance teams and how leading organizations are adapting
- The shift from compliance as a final review step to compliance embedded across the workflow
- How synthetic media, AI-generated content, and evolving regulations are introducing new risks
- Why brand compliance is becoming more complex across regions, teams, and channels
- The role of DAM as a decisioning layer and AI control center
- How metadata is becoming foundational for scalable compliance automation
- The new roles emerging in marketing, including AI workflow and operations leaders
This conversation offers a clear view of where marketing, compliance, and AI are heading, and what teams need to rethink now to keep up.
Download the full report here: https://intelligencebank.com/content-marketing-trends-report/
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Episode Transcript
William Tyree:
Welcome to the Brand Intelligence Podcast, where we explore how leading brands operate behind the scenes. I’m your co-host, William Tyree, and today I’m joined by Alex Hubbard, VP of Product and AI at IntelligenceBank.
We’re diving into insights from our 2026 Content Marketing Trends Report, based on anonymized, aggregated data from the IntelligenceBank platform. It’s a large and meaningful dataset, which gives us a clear view of what’s actually happening across marketing and compliance teams.
Before we get into it, we ask every guest the same question — if you were walking out on stage for a keynote, what would your walkout song be?
Alex Hubbard:
That’s a tough one. There are so many good options, but I’d probably go with Hello by Martin Solveig and Dragonette. It’s a bit older now, but it’s a great reminder not to take things too personally and to focus on the bigger picture.
William Tyree:
I’ll have to check that out. Alright, let’s get into the report.
One of the biggest findings is that marketing content production increased 85% year over year. This is actually the third consecutive year we’ve seen that level of growth. And it’s not because marketing teams are getting significantly larger — it’s because they now have access to tools that dramatically increase output.
At the same time, marketing data volume increased by 68%, much of it driven by video. And alongside that, we’ve seen a 32% increase in the use of marketing compliance software.
From your perspective, working closely with customers, does that align with what you’re seeing in the market?
Alex Hubbard:
Absolutely. The data really reflects what we’re hearing across the industry.
The key tension is that while content production has surged, compliance teams haven’t grown at the same rate. Most have only increased by around 10–15%, if at all. That creates a significant gap.
As a result, many compliance teams are being forced to triage. They’re making difficult decisions about what gets reviewed and what doesn’t, and they’re struggling to keep up with the sheer volume of content being produced.
William Tyree:
So how are teams adapting? And is this affecting specific types of content, or is it happening across the board?
Alex Hubbard:
It’s happening across all types of marketing content — video, imagery, campaigns, case studies — everything.
What we’re seeing is a clear divide between two groups. The teams that are keeping up are fundamentally changing how they operate. They’re moving away from treating compliance as a final review step and instead embedding it into the entire workflow.
That means shifting from compliance as a gate at the end of the process to compliance as infrastructure.
In practice, that looks like using creative templates, integrating compliance checks into tools like Figma or Microsoft Word, and validating things like tone of voice, disclaimers, and claims before content even enters a formal approval workflow.
This approach improves efficiency, creates stronger audit trails, and helps teams manage the increasing volume of content more effectively.
For teams that haven’t made that shift, the reality is they’re struggling to keep up.
Listen to the full episode to hear more great brand and content insights..
