What best describes your role? ^*

In-house content, marketing, or comms professional

Agency or consultancy content, marketing, or comms professional

Freelance content creator, writer, or designer

Compliance, legal, or risk professional working with marketing content

Senior leader with content responsibility (director, head of, C-suite)

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How often is AI used in the content you produce, oversee, or advise on? ^*

Never

Rarely (occasional experiments)

Sometimes (regular use for specific tasks)

Frequently (part of most content workflows)

Extensively (embedded across most work)

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Has AI use made your content review process harder, easier, or unchanged in the last 12 months? ^*

Significantly harder

Somewhat harder

Unchanged

Somewhat easier

Significantly easier

We don't have a formal review process

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In the last 12 months, have you or your organisation experienced any of the following? ^*

Select all that apply.

A client, regulator, or stakeholder asked about AI use in content produced

Content had to be corrected or withdrawn due to an AI-related issue

We updated policies or processes in response to an AI incident

We turned down or restricted work because of AI concerns

Internal team members raised concerns about AI use

None of the above

Prefer not to say

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If your organisation had a significant AI-related content incident, what would the most likely consequences be? ^*

Select all that apply.

Serious financial penalties or legal action

Regulatory intervention or investigation

Significant reputational damage

Loss of clients or contracts

Internal review or process changes only

No real consequences

Unsure

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In your view, is AI content risk a "must have" concern (with real legal or compliance consequences if ignored) or a "nice to have" concern (more about brand quality and taste)? ^*

If you chose depends on the sector, what sectors do you have in mind? (Please answer in 'other')

Definitely must have

Leaning towards must have

Somewhere in between

Leaning towards nice to have

Definitely nice to have

Depends entirely on the sector or context

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What worries you most about AI use in content work, and what would genuinely help?

Please share a few sentences.

/

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Which of the following would be most useful to your organisation? ^*

Select up to two.

An advisory service that assesses your current AI content risk position and recommends changes

Independent expert available on-call for specific content questions

A verification service that confirms the authenticity of content after it's produced

Training and certification for your team on managing AI in content work

A tool that reviews content before publication and flags AI-related risks

A policy and workflow template you implement internally

Other

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If your organisation decided to invest in a service to help with AI content risk, who would typically own that decision? ^*

Select all that apply.

Head of marketing or communications

Head of compliance, legal, or risk

Head of content or editorial

CEO or managing director

Board or leadership team collectively

Other

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Would your organisation be likely to invest in such a service ^*

Very likely (actively looking)

Somewhat likely (would consider if presented well)

Unsure

Somewhat unlikely

Very unlikely

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At what price range would your organisation invest in this service?

Don't answer this if you selected 'Unsure', 'Somewhat unlikely' and 'Very unlikely' for the last question.

Under £500 per assessment

£500-£2,000 per assessment

£2,000-£5,000 per assessment

£5,000-£15,000 per assessment

Over £15,000 per assessment

Prefer a monthly or annual retainer

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Are you familiar with any of the following? ^*

Select all that apply. No need to look anything up.

C2PA or Content Credentials (Content Authenticity Initiative)

EU AI Act, particularly Article 50 on synthetic content

PPN 017 (UK public sector AI procurement guidance)

Data (Use and Access) Act 2025

FCA or ASA guidance on AI in marketing

Sector-specific compliance frameworks affecting content

None of the above

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Do you want a personalised one-page assessment of your position?

Yes

No

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Please fill the following to receive your report ^*

Full Name ^*

Email ^*

Your organisation

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Thank you for completing this survey.

Your responses will contribute to research on how UK content and comms professionals are navigating AI. If you requested any follow-up, you'll hear back within the next two weeks. Any questions, email [email protected]

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The AI Content Reality Check: A UK Research Survey

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