Accelerating AI-Driven Marketing Maturity

To excel in AI-driven marketing, companies need to upgrade their capabilities.

The rapid evolution of data-driven marketing means organizations must take action to advance their level of marketing maturity — and even to maintain it. Since 2021, companies’ average maturity decreased by 8% due to the intense challenges in maintaining capabilities.

Four factors are driving the need for increased capabilities: the development of AI and generative AI; the growth of cloud architecture and associated increases in IT complexity; the need for massive quantities of high-quality consumer data; and the increasingly omnichannel nature of digital marketing. These disruptors are creating the imperative for companies to increase their capabilities but also offer opportunities for boosting their productivity, profitability, and competitiveness.

Capabilities once considered optional have now become ...