How mature is your marketing
with AI?
6 minutes to map your AI use across 5 dimensions:
current use, data, skills, processes, governance
- A maturity score (4 levels)
- A clear view of your strengths and risk areas
- 3 to 5 priority actions suited to your context
- A free 15-minute debrief call
No email needed to start.
CURRENT AI USE · QUESTION 1/3
How do you use AI in your marketing work?
CURRENT AI USE · QUESTION 2/3
What kinds of tasks do you use AI for?
CURRENT AI USE · QUESTION 3/3
How do you rate the quality of AI output against your standards?
DID YOU KNOW?
According to McKinsey (2025), 88% of organizations already use AI in at least one function, and marketing is among the leading functions. Yet only 6% of them get a real financial return from it.
According to the HubSpot State of Marketing 2026 report, 80% of marketers now use AI to create content.
The companies that perform best with AI are 3 times more likely than others to scale their use of AI agents (McKinsey).
Key takeaway: Adopting AI is a given. The question is HOW to move from experimenting to real impact.
MARKETING DATA · QUESTION 1/4
Where is your customer and prospect data stored?
MARKETING DATA · QUESTION 2/4
Can you segment your audience easily?
MARKETING DATA · QUESTION 3/4
Do you measure the performance of your marketing activities?
MARKETING DATA · QUESTION 4/4
Who is responsible for data quality and updates?
DID YOU KNOW?
According to an Adverity study (2025), CMOs estimate that 45% of the data their teams use is incomplete, inaccurate or out of date.
Gartner estimates that poor data quality costs organizations an average of $12.9 million a year.
According to DemandScience, 2 in 3 marketing leaders say their campaign metrics look promising but fail to turn into real revenue.
73% of marketers admit their lead data is inaccurate or out of date (Integrate, 2025).
Key takeaway: AI is only as good as the data that feeds it. Before you look for a magic tool, make sure your foundations are solid.
SKILLS AND CULTURE · QUESTION 1/4
How comfortable is the team with digital tools in general?
SKILLS AND CULTURE · QUESTION 2/4
What is the team's dominant attitude toward AI?
SKILLS AND CULTURE · QUESTION 3/4
Does the team have dedicated time to explore and learn?
SKILLS AND CULTURE · QUESTION 4/4
Is there an AI "champion" on the team who tests and shares what they find?
DID YOU KNOW?
According to McKinsey, 75% of knowledge workers already use AI tools, often without any formal rollout by their company.
80% of tech leaders see upskilling as the most effective way to close the AI skills gap, but only 28% plan to invest in training programs (McKinsey).
According to the Deloitte report "State of AI in the Enterprise" (2026), the AI skills gap is seen as the biggest barrier to integrating AI.
2 in 3 managers surveyed by Deloitte (2025) say new hires are not prepared enough, and lack of experience is the most cited gap.
Key takeaway: Your teams aren't waiting for your permission to try AI. The question is: do you support them or leave them to improvise?
PROCESSES AND WORKFLOWS · QUESTION 1/4
Are your recurring marketing processes documented?
PROCESSES AND WORKFLOWS · QUESTION 2/4
Have you identified your repetitive and time-consuming tasks?
PROCESSES AND WORKFLOWS · QUESTION 3/4
Do your marketing tools talk to each other?
PROCESSES AND WORKFLOWS · QUESTION 4/4
Have you already automated any marketing tasks?
DID YOU KNOW?
85% of marketing teams spend more than half their time fixing problems instead of creating new campaigns (DemandScience, 2026).
The average ROI of marketing automation is $5.44 for every dollar invested (Nucleus Research).
Among the best-performing companies, 72% use marketing automation (HubSpot).
93% of marketers use automation for administrative tasks such as scheduling, note-taking and documentation (HubSpot, 2026).
Key takeaway: Automation frees up time for more creative work. You still need to know what to automate.
GOVERNANCE AND VISION · QUESTION 1/3
Is there a clear vision of what AI should bring to marketing?
GOVERNANCE AND VISION · QUESTION 2/3
Do you have AI usage rules such as a written policy or an approval process?
GOVERNANCE AND VISION · QUESTION 3/3
Who decides on AI investments for marketing?
DID YOU KNOW?
According to the IAB (2025), more than 70% of marketers have already had an AI-related incident (hallucinations, bias, off-brand content), but only 1 in 3 brands has adopted formal governance tools.
57% of consumers trust brands more when they use AI transparently (Optimove, 2025).
Deloitte notes that companies leading in AI personalization are 3 times more likely to beat their revenue targets.
McKinsey reports that 51% of organizations have already suffered negative consequences from AI, mainly due to a lack of governance.
Key takeaway: Without a clear framework, AI turns from an asset into a risk. An AI use policy makes innovation move faster.
Calculating your AI maturity score
Analyzing your current AI use...
Your assessment is ready.
In a few minutes, you did what most marketing teams never take the time to do: honestly assess their AI maturity before rushing into tools.
- Your AI maturity score on a 4-level scale, with a radar chart across 5 dimensions
- A clear view of your strengths and risk areas
- 3 to 5 priority actions suited to your context
- A link to book your free 15-minute debrief call with an expert