Artificial intelligence is becoming embedded in business, with adoption accelerating across industries. Nearly nine in 10 survey respondents said their organizations used AI in at least one business function last year, up from 78 percent a year earlier, according to management consultancy McKinsey & Company. Alongside tools that assist with writing, research and analysis, autonomous AI agents are emerging that can plan and execute tasks with limited human intervention.
Their growing use is creating new opportunities for businesses, but also raising questions about whether greater automation can deliver measurable commercial value. Marketing is among the areas where companies are putting these agents to work, using them to plan campaigns, analyze performance, create content and optimize workflows. The potential gains in speed and efficiency are significant.
A growing opportunity lies in the vast amount of marketing content businesses already produce but rarely reuse. Webinars, conference presentations, podcasts and interviews can contain hours of material that, with the help of AI agents, can be repurposed into shorter content for different platforms. A recent survey by video technology company Kaltura found that 41 percent of 600 senior marketing professionals said their organizations repurposed long-form digital content into shorter clips.
The findings suggest that businesses are already looking to extract more value from existing material, giving AI tools scope to accelerate the process. New York-based startup Leo AI is developing technology to help businesses get greater mileage from their content. Lera Leonteva, founder and chief executive of Leo AI, told Newsweek: "Every company has hours of footage sitting in a drive.
Our video agents turn it into content people want to watch, using the same data a growth team would—every day." The company recently began working with Podtopia Network, which operates 67 podcasts and more than 18,000 episodes. Speaking to Newsweek, Joe Massa, CEO of Podtopia, said: "The next step for us is scaling on-brand clips across all of our channels, and getting that consistently right is a big build." Leo AI estimates that a four-hour library of spoken video content can generate dozens of short-form videos, while editing costs can fall from tens of dollars per clip to less than a dollar in some cases. The company also tracks the performance of the clips it publishes, allowing businesses to see which posts generate traffic, leads and sales opportunities.
This gives marketing teams a way to assess whether repurposed content is delivering measurable returns, rather than simply increasing output. For organizations looking to produce more material across multiple platforms, the potential efficiency gains are clear. Yet tracking clicks, leads and sales opportunities is not the same as proving that AI has improved overall business performance.
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