Incumbents largely focus on written and visual content for creative processes. Corel, for example, is a traditional content creation solution that offers adaptable design tools in its CorelDRAW Graphics Suite, equipped with AI features and advanced font capabilities to compete with startups and support firms’ productivity. Other major players, like Alphabet, enhance design and integration features through partnerships with startups like Photoroom. Additionally, these companies are expanding content creation capabilities through acquisitions, as seen with Microsoft’s purchase of Climpchamp, which provides video editing tools and access to royalty-free elements like overlays and filters.

Established players like Getty Images and Shutterstock dominate the content marketplace space, expanding their market share through acquisitions, such as Shutterstock's purchase of major GIF database Giphy. These platforms offer extensive collections of images, videos, vectors, music, and AI-generated content. In content workflow management, major providers like Oracle and SAP deliver internal solutions to help businesses organize, store, and share digital assets, supporting brand messaging efforts. These centralized libraries streamline content organization and retrieval, reducing time spent on managing assets.