On your path to excellence, it’s time to start with Essentials

Your results place your team on the first stage of this path. It’s an exciting time to get started in laying your foundation and identifying more immediate use cases for AI.

On your path to excellence, it’s time to Scale

You’re on track, currently in stage 2 out for 4, on the AI Path to Excellence. Let’s get ready to expand. Next, you’ll power AI with high-quality data and expand your AI use cases for maximum impact.

On your path to excellence, it’s time to Lead

You’re ahead of the curve, currently in stage 3 out of 4, on the AI Path to Excellence. You’re ready to move into implementing advanced AI applications to drive even more significant competitive advantage.

On your path to excellence, it’s time to Transform

You’re leading the way, currently on stage 4, of the AI Path to Excellence. Continue to build a real-time, AI-powered marketing engine for continuous improvement and growth to remain a leader.

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View where you stand

Your results place you among the 38% of market leaders who are instituting data foundations and adopting off-the-shelf AI solutions. On your AI path towards excellence, your team is on its way towards rich opportunities for growth.

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Share your results

View where you stand

Your results place you among the 43% of market leaders powering AI with high-quality data and expanding AI use cases across marketing. On your AI path to excellence, there’s so much progress behind you, yet so much opportunity ahead.

Share your results

Share your results

View where you stand

Your results place you among the top 19% connecting workflows and testing AI-assisted decisions and personalization. On your AI path to excellence, you’re a leader in the game.

Share your results

Share your results

View where you stand

Your results place you among less than 1% of marketers globally. On your AI path to excellence, you rank at the top of your game.

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Advance to the next stage

Below, you’ll find your results broken down by each pathway. It highlights areas of strength and opportunity for your business — along with recommendations on what to tackle next to reach the next level of performance.

Measurement & Insight

Measurement & Insight is your area of opportunity

Your progress is a bit behind others in this pathway so let’s gain traction. In this area, we’ll cover how to go from gathering the right data to experimenting and testing ideas. This will ultimately take you to reaching a full range of testing capabilities, using AI-driven predictive analysis, and the ability to automate insights, reporting, and forecasting.

Measurement & Insight is your area of traction

Your progress is on track for this pathway but there’s room to grow. In this area, we’ll cover how to go from gathering the right data to experimenting and testing ideas. This will ultimately take you to reaching a full range of testing capabilities, using AI-driven predictive analysis, and the ability to automate insights, reporting, and forecasting.

Measurement & Insight is your area of strength

Your progress puts you ahead of others in this pathway so let’s keep you there. In this area, we’ll cover how to go from gathering the right data to experimenting and testing ideas. This will ultimately take you to reaching a full range of testing capabilities, using AI-driven predictive analysis, and the ability to automate insights, reporting, and forecasting.
24% of companies have developed a 360 view of the customer by leveraging customer data.

Here are your next steps:

Establish a culture of experimentation

Establish a strong learning agenda (e.g., with regular tests) and ensure you have the necessary data and resources (incl. budget, people and time commitment) to support it.


Establish a process to capture and maintain high-quality first-party data

Before diving headfirst into AI, take a good look at your data. Is it clean, accurate, and complete? Conduct a thorough assessment of your existing data quality and implement processes and governance to improve it.

Here are your next steps:

Uncover audience insights with 1PD

Incorporate a wide range of first-party data into your analysis of consumer behavior. Include data from various touchpoints and interactions to create detailed audience personas and enhance segmentation, leading to more effective strategies.


Measure and learn across channels

Connect data across channels to gain a holistic view of customer behavior and preferences, allowing you to tailor actions more effectively by reducing unknowns. Begin utilizing the AI-powered features within your analytics platforms to extract deeper insights from your existing data.

Here are your next steps:

Accelerate testing with AI

Accelerate your test-and-learn cycles with AI’s ability to analyze data and generate insights. Create hypotheses, variations, and structure tests with AI’s help. Obtain real-time insights into your best performing strategies to adapt to changes in your business environment and customer preferences.

Stand up custom insights platforms

Develop specialized insights platforms that provide real-time alerts and analysis from social media, customer reviews, and other relevant sources. This facilitates continuous monitoring of audience sentiment and enables agile strategy adjustments.

Here are your next steps:

Anticipate and act on consumer demand

Harness AI to predict consumer demand patterns, enabling proactive insights around audience needs and preferences. Utilize AI to auto-test high-priority groups and optimize campaigns based on real-time insights.

Media & Personalization

Media & Personalization is your area of opportunity

Your progress is a bit behind others in this pathway so let’s gain traction. In this area, we’ll cover recommendations that will take you from testing and optimizing with AI to finding high-value audiences and enhancing the overall performance of your media in a snap with your AI-powered media engine.

Media & Personalization is your area of traction

Your progress is on track for this pathway but there’s room to grow. In this area, we’ll cover recommendations that will take you from testing and optimizing with AI to finding high-value audiences and enhancing the overall performance of your media in a snap with your AI-powered media engine.

Media & Personalization is your area of strength

Your progress puts you ahead of others in this pathway so let’s keep you there. In this area, we’ll cover recommendations that will take you from testing and optimizing with AI to finding high-value audiences and enhancing the overall performance of your media in a snap with your AI-powered media engine.
24% Marketers have reported 24% efficiency gains by using AI tools for Media & Personalization.

Here are your next steps:

Test AI-powered campaigns

Conduct thorough testing of AI-powered campaigns and measure their impact across various KPIs. Compare performance versus existing (manual) campaigns and features. Allocate budget for experiments and iterate based on findings to optimize AI campaign effectiveness.


Align on business goals beyond conversions

In order to properly assign and optimize budget, ensure your team has a shared understanding of success. This definition can help prioritize initiatives, campaigns and performance across the entire consumer journey.

Here are your next steps:

Scale AI-powered campaigns

Based on the measured impact of your AI-powered campaigns, scale them strategically. Review budget allocation across AI-powered and traditional campaigns, prioritizing outperformers. Apply more advanced best practices to help AI campaigns learn what’s working for your business.


Boost relevance with high-quality segments

Utilize first-party data to enhance relevance. Establish a standard frequency for segmentation updates and continually seek new data sources to enrich audience understanding and personalize with higher confidence.

Here are your next steps:

Improve audience definitions with AI

Feed first-party data into AI models to refine audience strategies, improving accuracy and effectiveness of segments. Maximize reach to the most receptive audiences and discovery new audience segments with strong conversion likelihood.


Lean on intelligent models for budget allocation

Test and scale predictive AI models to optimize resource allocation across channels and campaigns to optimize marketing ROI.

Here are your next steps:

Build AI models to automate allocation

Utilize AI to automate cross-channel resource and budget allocation and target audiences based on real-time insights. This data-driven automation optimizes campaigns, improving ROI and ensuring more efficient use of resources.

Creative & Content

Creative & Content is your area of opportunity

Your progress is a bit behind others in this pathway so let’s gain traction. In this area, we’ll cover how an AI-powered workflow can help you find your highest performing creative and content across all channels and platforms — and eventually, automatically generate personalized creative content in real time.

Creative & Content is your area of traction

Your progress is on track for this pathway but there’s room to grow. In this area, we’ll cover how an AI-powered workflow can help you find your highest performing creative and content across all channels and platforms — and eventually, automatically generate personalized creative content in real time.

Creative & Content is your area of strength

Your progress puts you ahead of others in this pathway so let’s keep you there. In this area, we’ll cover how an AI-powered workflow can help you find your highest performing creative and content across all channels and platforms — and eventually, automatically generate personalized creative content in real time.
9% of companies have adopted AI for over half of the end-to-end creative workflow.

Here are your next steps:

Breakdown existing brand assets

Deconstruct your creative process and build reusable components that AI can use to create new assets. Think of it like building with building blocks — start with core elements (like logos, slogans / text, branded imagery, photos, etc.). AI can assist in finding new creative combinations for these blocks and develop new permutations to fuel your AI-powered media campaigns.

Here are your next steps:

Boost creativity with Generative AI

Start integrating the magic of Generative AI into your creative process. Use it for brainstorming new ideas, drafting original content, enhancing existing assets, streamlining edits and more. GenAI can be a game-changer.


Measure AI-powered creativity

Design experiments and measure the performance of all assets — include AI-generated creatives and your traditionally produced assets using pre-defined KPIs relevant to your business. Analyze the results, and iterate based on your findings.

Here are your next steps:

Scale AI across creative workflows

You’re already using AI to power a portion of your creative workflow, and can now expand its application to various media, channels, and asset types. Identify where your Creative partners/agencies can further embrace AI to accelerate storyboarding, concepting, and drafting processes.


Adjust creatives in real-time with AI

Utilize AI insights to adjust creatives in real-time, generating relevance or enhanced assets based on best-performing components. While marketers should still approve and review these AI-driven variations, this capability allows for dynamic optimization and adaptation based on audience and market trends.

Here are your next steps:

Build or buy in-house creative studios

Stand up an in-house creative studio or partner with end-to-end 3P AI platforms, to establish and train AI models on your brand guidelines, creative components, and performance. Establish seamless workflows between creative, measurement, and media teams to facilitate decision-making for senior creative marketers, ensuring brand safety.

People & Processes

People & Processes is your area of opportunity

Your progress is a bit behind others in this pathway so let’s gain traction. In this area, we’ll surface how you can further hone your measurement and talent strategy to help you build a team of cross-functional advocates and lead AI innovation at the organizational level.

People & Processes is your area of traction

Your progress is on track for this pathway but there’s room to grow. In this area, we’ll surface how you can further hone your measurement and talent strategy to help you build a team of cross-functional advocates and lead AI innovation at the organizational level.

People & Processes is your area of strength

Your progress puts you ahead of others in this pathway so let’s keep you there. In this area, we’ll surface how you can further hone your measurement and talent strategy to help you build a team of cross-functional advocates and lead AI innovation at the organizational level.
10% of companies have engaged at least 5 out of 7 core stakeholder groups, such as HR, finance, and engineering, to implement AI use cases in marketing.

Here are your next steps:

Identify use cases, principles, and your partners

Identify your cross-functional partners and work on principles for AI use cases across your organization. Develop guidelines and a roadmap, starting with discrete and high-impact opportunities that build the foundation for long-term adoption.

Here are your next steps:

Resource the expertise gap and expand use cases

Conduct skill gap analysis to identify critical AI competencies missing from your organization, and how to resource them. Drafting business cases with clear impact can accelerate your organization’s commitment to implementation.

Here are your next steps:

Establish impact assessment and scale principles

Implement a quarterly AI impact assessment to measure KPIs previously defined and validated by all relevant cross-functional teams and re-prioritize use cases based on real-world results and changes in business priorities.

Here are your next steps:

Integrate workflows

Integrate AI workflows seamlessly across all teams, ensuring smooth communication and collaboration across the marketing ecosystem.