Half of the content marketing made with AI is sales collateral [Infographic]

A rep opens a deck, sends a follow-up email, drops a one-pager into a deal. More and more, AI helped make that content, and marketing ran the AI.

New research from Allego, conducted by independent firm Trend Candy, surveyed go-to-market teams on how they actually use AI in their day-to-day work.

The findings put numbers to something a lot of enablement leaders already sense: the content reps use in live deals is increasingly AI-produced, and the teams doing it well are seeing the results in the pipeline.

If you sit between marketing and sales, this is your data too. Here are the findings worth a closer look.

The Ultimate Guide

A 3-part guide series from Allego on building a sales content system sellers actually use: how to organize it and how to keep it trusted as it grows.

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Marketing owns AI adoption as much as sales does

53% of organizations say marketing leads their AI initiatives. That's almost level with sales at 55%. AI in revenue work isn't sitting in one function.

For enablement, that matters because the AI content decisions being made inside marketing shape what ends up in your content library and in front of buyers.

The content AI creates most is the content reps use most

When teams put AI to work, content creation is the number one use case. 37% use AI for content messaging and creation, ahead of every other marketing application.

And look at what that content actually is:

• 50% sales presentations and collateral
• 20% email sequences
• 18% personalized outreach

This is enablement territory. Half of the AI output goes straight into the assets reps carry into meetings. AI is producing content across the whole buyer journey, not just top-of-funnel awareness pieces.

It's a habit, not a pilot

83% of teams use AI always or often to create personalized content. Breaking that down, 29% say always, and 55% say often. AI content creation is part of the everyday workflow for most teams, not an experiment running on the side.

Consistency is the payoff enablement will care about most

86% say AI improves messaging consistency across the buyer journey. Another 27% use AI specifically to replicate winning messaging across their content.

Consistency is one of the hardest problems in a long, multi-stakeholder deal. When the pitch, the follow-up, and the proposal all say something slightly different, buyers get confused, and cycles stall. AI is helping teams keep the message steady from first touch to close, which is a goal enablement has chased for years.

AI in Revenue Enablement Research Report 2026

A 19-page industry report by Allego revealing how 95.6% of revenue teams now use AI, including the 7 measurable ways it’s driving pipeline growth, faster onboarding, and shorter sales cycles. Finally, the data to justify your AI investment Your leadership wants ROI. Your team wants clarity. This

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It's showing up in the number that counts

86% report an increase in marketing's contribution to pipeline. 36% call it a significant increase, and 51% call it moderate.

Better, more consistent content is correlating with better outcomes. That's the connection enablement has always argued for, now with data behind it.

Adoption comes with oversight

None of this is happening without controls. 63% of organizations require human review of AI content, and 49% enforce brand guidelines.

This is where enablement adds obvious value. Owning the review step and the brand standards is how you let teams move fast on AI content while keeping quality and compliance intact.

See the full picture

The infographic breaks down all of this in one view: who owns AI, what it creates, how often teams use it, and where it's moving the pipeline number. The research carries a margin of error of +/-5% at the 95% confidence level.

View the full infographic here and see where your team lines up against the data.