SAN FRANCISCO, CA – 28/01/2026 – (SeaPRwire) – As real-time marketing continues to redefine how brands compete for attention, many large organizations are discovering that operational complexity—not creative capability—is the primary barrier to acting quickly when cultural moments emerge. New research released by Typeface indicates that enterprise brands often struggle to translate ideas into action due to layered approval structures, legacy systems, and fragmented workflows that slow decision-making during time-sensitive opportunities.
The findings come as marketers prepare for one of the year’s most closely watched advertising moments, when audiences increasingly engage across multiple screens and expect immediate, relevant brand interactions. According to the study, nearly two-thirds of marketers report that outdated review and approval processes routinely prevent their organizations from responding in time to trending events or viral opportunities.
Approval delays are especially pronounced among large enterprises. A majority of organizations with more than 1,000 employees require more than 24 hours to authorize fast-turn content, while more than a quarter report approval cycles extending beyond a week. In environments where online conversations evolve in minutes or hours, these timelines significantly reduce the ability to participate meaningfully in real-time engagement.
Marketers note that the challenge is not simply speed, but maintaining brand accuracy and quality under intense public visibility. During major live events, most viewers actively use a second device, raising expectations for brands to capture attention across channels. Survey participants cited strengthening brand relevance, driving immediate conversion, and engaging second-screen audiences as their top priorities, yet internal bottlenecks frequently prevent timely execution.
The research also points to organizational strain as a contributing factor. Teams experiencing higher levels of burnout are substantially more likely to report missed cultural opportunities and reduced personalization efforts. While artificial intelligence is helping accelerate content creation for many organizations, adoption remains uneven. Most marketers still rely on basic text-based tools rather than integrated systems capable of managing multimodal content, approvals, and brand safeguards at scale.
Despite these constraints, the study highlights a clear opportunity for improvement. Organizations investing in connected marketing systems, automated brand governance, and trusted workflows are better positioned to move quickly without compromising consistency or control. Brands using AI platforms capable of generating and managing multiple content formats are significantly more likely to automate personalization and localization, enabling faster response times while maintaining brand standards across channels.
Marketers also report that AI is increasingly freeing teams to focus on higher-value strategic and creative work, suggesting that automation can shift resources away from manual production toward planning and innovation as confidence in systems grows.
The findings are drawn from The Typeface Signal Report: Big Game Edition, based on a survey of more than 200 marketing professionals responsible for digital content across social, web, email, and mobile channels. Respondents represented a range of industries and organizational sizes, with results reported in aggregate.
About Typeface
Typeface is a campaign orchestration platform powered by agentic AI, enabling enterprises to generate, approve, and optimize personalized content across channels from a single workspace. The platform integrates with leading marketing technology ecosystems and supports secure, scalable content operations for global organizations.