Find Out Where You Stand: The AI Maturity Assessment for Marketing & Comms Teams

Artificial Intelligence isn’t a novelty in marketing anymore. It’s the engine behind how brands move, market, and communicate. In just two years since Highwire released one of the first frameworks for safely integrating AI into communications, the conversation has shifted from if to how well. Marketers have moved from caution and limited testing to relying on AI for content creation, campaign optimization, and audience intelligence.

But adoption isn’t the same as advancement. Many teams are using AI without fully harnessing its potential, stuck between experimentation and true strategic integration. That’s where our new AI Maturity Assessment comes in. In just a few questions, it helps you pinpoint where your organization stands on the path from AI-curious to AI-confident and shows how to move further, faster.

5 ways AI Drives do-to-market impact

A well-considered AI strategy actively accelerates growth and enhances performance. And it also empowers and augments your team.  Before you can construct a strategy, you need to know what they’ve already achieved, exactly which workflows they follow and identify areas where you might want to direct more focus, remove delays or parallel path work from humans and AI to get the best of both approaches. Our assessment prompts you with questions for the five strategic areas below to assess where you land within the maturity model for each. 

1. Content Velocity & Scale

AI allows content teams to produce high-quality, on-brand output faster than ever before. You can move from creating a single asset to generating entire campaigns' worth of material. This newfound velocity enables you to meet the ever-growing demand for fresh content, customized across all your channels, unique to audience segments or tuned to be more relevant to real-world context, without sacrificing quality or burning out your team.

2. Personalization & Precision Targeting

By analyzing vast amounts of customer data, AI can identify patterns and preferences to tailor messaging, calls to action and make your audience segments smaller and more meaningful, even down to the individual level. Pushed to the extreme, AI delivers on the long-held promise of personalized marketing, with relevant experiences delivered at scale. The right message, delivered at the right time, to the right audience, in the way they’re most likely to benefit from it, dramatically increases engagement and conversion rates, while also making your brand communications more welcome and useful. A win-win

3. Insight Acceleration

AI can rapidly analyze market trends, audience behavior, and competitor activities, turning raw data into actionable intelligence in minutes, not weeks. Your teams can then spend their time on more informed decisions, pivoting quickly and identifying emerging opportunities before anyone else. 

4. Creative & Strategic Support

AI is not just for execution; it's also a valuable partner in strategy and creativity. It can assist in finding contradiction, tension and deviation from the mean which drives insight and discovery. It can act as a thought partner and help even the smallest team brainstorming new campaign ideas, draft initial copy for ads and emails, and A/B test creative variables to find what resonates most. By tag-teaming with a human brain, handling the initial legwork and augmenting the creative process, AI frees up your team to focus on higher-level strategic thinking,creative refinement or blue sky ideation, elevating the quality of your entire marketing output. AI can’t replace creativity, but it can significantly accelerate it.

5. Multichannel Dominance

Maintaining a consistent and powerful presence across paid, earned, and owned channels is a challenge for even the most well-resourced teams. Using AI to create and adapt content for different platforms lets you keep your message and voice consistent across all channels, even as you scale. AI can optimize ad spend in real time, schedule social media posts and help monitor for community reaction, and tailor content to suit each platform’s audience or convention, ensuring you’re engaging customers in a meaningful and natural way.

The 3 Stages of AI Maturity

Your current state of AI maturity within each of those five core areas can be determined through a simple assessment. There are three phases, each marked by how you’re currently using AI as part of day-to-day operations.  

Phase 1: AI-Assisted Content

This is the most common entry point for organizations. In this phase, teams use generative AI tools primarily for content creation support. The relationship is tactical: a human provides a prompt, and the AI generates a response.

• Example: A content marketer uses a tool like ChatGPT, Claude, Gemini or Jasper to draft a blog post, generate social media captions from a whitepaper, or brainstorm subject lines for an email campaign. The human is still firmly in control, responsible for editing, fact-checking, and refining the AI's output to ensure it meets quality and brand standards.

Phase 2: Co-Intelligence

In the co-intelligence phase, AI is no longer just a content generator; it's a collaborator in planning and optimization. Teams routinely leverage AI's analytical power to inform campaign ideation, personalize customer experiences, and refine strategies based on data analysis performed in partnership with an artificial mind. The focus shifts from single tasks to enhancing entire marketing programs.

• Example: A marketing team uses AI to analyze customer data and identify micro-segments for a new campaign. The AI then helps brainstorm personalized messaging for each segment and suggests optimizations for ad spend distribution. The human team directs the strategy and makes final decisions, but AI provides the data-driven insights and creative options to make those decisions faster to make, easier to test and more effective overall.

Phase 3: Agentic AI

This is the most advanced stage of maturity, where AI begins to operate with a degree of autonomy. In this phase, teams configure AI "agents" to execute specific, well-defined marketing tasks from start to finish, with human oversight serving as quality assurance (QA). This requires a high level of trust, robust data governance, and clear goal-setting. In return, it focuses human effort on the tasks requiring deviations from process, true invention and exploration. It promises huge leaps forward in productivity, while retaining employee job satisfaction as they work on more meaningful tasks.

• Example: An AI agent is tasked with running a weekly lead nurturing email sequence. It autonomously identifies relevant content from the company's asset library, writes personalized email copy for different subscriber segments, schedules the delivery, and reports on performance. It may even respond to inbound messages, qualifying, answering questions and assigning them to a human colleague only when suitable. When Agentic AI is running smoothly, human intervention is only necessary to strategic adjustments or handle exceptions. Performance can be monitored through metrics rather than supervision. 

Understanding where your business lies on the AI maturity spectrum is the first step toward drafting a clear roadmap for the future. By knowing your current capabilities, you can make smarter investments, align your AI initiatives with core business goals, and gain a significant competitive edge.

Our assessment will help you take a step back and make a clear and objective assessment of your company's AI maturity. Find out where you stand and what your next steps should be.

Take the AI Maturity Assessment to find your phase and get tailored recommendations.