Survey on the Absence of External Communication and Management Functions in the Era of Generative AI: 97.0% Utilize Generative AI for External Communication, While Only 18.4% Have Established Brand Expression Confirmation Rules

IDEATECH Inc. (Headquarters: Minato-ku, Tokyo, Representative Director and President: Tomio Ishikawa, hereinafter referred to as IDEATECH), which operates 'Resapi®️' (https://ideatech.jp/service/research-pr) to realize one-stop research data marketing, conducted a survey on the current state of content management functions in Japanese companies targeting 101 employees working at companies with more than 300 employees and responsible for or involved in external information dissemination (marketing, public relations, management planning, sales planning, recruitment PR, IR, website operation, brand management, or any of the above). We would like to inform you of the results.

01｜Over 90% of information dissemination personnel have experienced the reduction or cessation of medium-to-long-term theme dissemination for the reason that 'short-term results are not visible'

02｜Over 90% answered that it 'exists' that multiple departments create materials on the same theme separately

03｜While the use of generative AI for external content creation reaches 97.0%, the establishment of 'brand expression confirmation rules' remains at 18.4%

You can download the survey here:

https://ideatech.jp/download/367/?utm_source=pr_260714

Survey Overview

Survey Name: Survey on the Current State of Content Management Functions in Japanese Companies

Survey Method: Internet survey conducted by the planning of 'Resapi®︎', research marketing provided by IDEATECH

Survey Period: June 24, 2026 to June 25, 2026

Valid Responses: 101 employees working at companies with more than 300 employees and responsible for or involved in external information dissemination (marketing, public relations, management planning, sales planning, recruitment PR, IR, website operation, brand management, or any of the above)

*Note: The composition ratio is rounded to the second decimal place, so the total may not necessarily be 100.

≪Usage Conditions≫

1. Please indicate 'Resapi®︎' as the source of the information.

2. When using on a website, please set up the following link as the source.

URL: https://ideatech.jp/service/research-pr

Over 80% of information dissemination personnel have clarified the final responsible party for external dissemination, with about half answering that 'there is a responsible party at the department head level'

When asked, 'Q1. In your company, is the final responsible party for overall external information dissemination clearly decided?' (n=101), the answers were 'there is a responsible party in the management layer' at 33.7% and 'there is a responsible party at the department head level' at 49.5%.

Q1. In your company, is the final responsible party for overall external information dissemination clearly decided?

・There is a responsible party in the management layer: 33.7%

・There is a responsible party at the department head level: 49.5%

・It varies by case: 15.8%

・It is not clear: 1.0%

・I don't know/I can't answer: 0.0%

93.0% of personnel have a meeting or system to cross-check the content of dissemination

When asked, 'Q2. In your company, are there any meetings or systems to cross-check the content of dissemination such as marketing, public relations, recruitment, IR, etc.?' (n=101), the answers were 'there are regular ones' at 55.4% and 'there are ones only when necessary' at 37.6%.

Q2. In your company, are there any meetings or systems to cross-check the content of dissemination such as marketing, public relations, recruitment, IR, etc.?

・There are regular ones: 55.4%

・There are ones only when necessary: 37.6%

・There are ones only in some departments: 5.9%

・There are none: 1.0%

・I don't know/I can't answer: 0.0%

The performance indicators that personnel prioritize, 'number of inquiries/leads' is the top at approximately 60%, and 'contribution to negotiations/sales' and 'improvement of brand awareness' are also over half

When asked, 'Q3. In your company, which indicators are prioritized as the results of external content? (Multiple answers)' (n=101), the answers were 'number of inquiries/leads' at 59.4%, 'contribution to negotiations/sales' at 54.5%, and 'improvement of brand awareness' at 51.5%.

Q3. In your company, which indicators are prioritized as the results of external content? (Multiple answers)

・Number of inquiries/leads: 59.4%

・Contribution to negotiations/sales: 54.5%

・Improvement of brand awareness: 51.5%

・Number of views (PV): 46.5%

・Media exposure through press coverage: 39.6%

・Promotion of customer understanding: 37.6%

・Penetration of management policies and philosophies: 18.8%

・Others: 0.0%

・There are no clear indicators: 0.0%

・I don't know/I can't answer: 0.0%

Over 90% of personnel answered that they have experienced the reduction or cessation of medium-to-long-term theme dissemination for the reason that 'short-term results are not visible'

When asked, 'Q4. In your company, is there a case where medium-to-long-term theme dissemination is reduced or ceased for the reason that 'short-term results are not visible'?' (n=101), the answers were 'it often happens' at 26.7% and 'it happens sometimes' at 64.4%.

Q4. In your company, is there a case where medium-to-long-term theme dissemination is reduced or ceased for the reason that 'short-term results are not visible'?

・It often happens: 26.7%

・It happens sometimes: 64.4%

・It rarely happens: 4.0%

・It never happens: 5.0%

・I don't know/I can't answer: 0.0%

Approximately 80% of personnel feel that it is 'easy to find and reuse' created content and dissemination materials within the company

When asked, 'Q5. In your company, is it in a state where it is easy to find and reuse created content and dissemination materials within the company?' (n=101), the answers were 'I strongly think so' at 21.8% and 'I somewhat think so' at 56.4%.

Q5. In your company, is it in a state where it is easy to find and reuse created content and dissemination materials within the company?

・I strongly think so: 21.8%

・I somewhat think so: 56.4%

・I can't say either way: 11.9%

・I don't think so much: 7.9%

・I don't think so at all: 2.0%

・I don't know/I can't answer: 0.0%

Over 90% of personnel answered that they create materials or content on the same theme separately in multiple departments

When asked, 'Q6. In your company, is there a case where materials or content on the same theme are created separately in multiple departments?' (n=101), the answers were 'it often happens' at 23.8% and 'it happens sometimes' at 70.3%.

Q6. In your company, is there a case where materials or content on the same theme are created separately in multiple departments?

・It often happens: 23.8%

・It happens sometimes: 70.3%

・It rarely happens: 5.9%

・It never happens: 0.0%

・I don't know/I can't answer: 0.0%

97.0% of personnel utilize generative AI for external content creation at their workplace

When asked, 'Q7. In your company, is generative AI utilized for external content creation?' (n=101), the answers were 'it is utilized throughout the company' at 29.7% and 'it is utilized in some departments' at 56