Key stat: Some 83.2% of US marketers use Claude for content creation, ahead of ChatGPT (75.7%) and Gemini (57.9%), according to a September report from Ahrefs.

Beyond the chart:

• Claude's lead in this category is a recent change. ChatGPT was marketers' dominant AI tool as recently as last year, according to Ahrefs.
• Meanwhile, AI is lifting output faster than quality. Some 88% of marketers say AI has increased their creative output, but only 45% say the quality of that work is significantly better, according to a WARC study for TikTok.

Use this chart: Drop this chart into your next AI tooling or budget review to benchmark the models your content team uses against your peers' picks. Then point to the share of marketers creating content with coding tools like Claude Code to ask whether your team needs training to use them.

Related EMARKETER reports:

• AI Can Make Creative—Can It Be Creative? (EMARKETER subscription required)
• Content Marketing 2026 (EMARKETER subscription required)

Methodology: Data is from the September 2026 Ahrefs report "69% of Marketers Are Publishing More AI Content Than Last Year." 301 US marketers were surveyed in 2026. The study examined marketers' use of AI-generated content and changes in AI content publishing practices compared with the previous year.