GroupM, WPP’s media investment group, has unveiled a proprietary AI Marketing Maturity model, to assist marketers in their AI transformation journeys.

Developed by Acceleration, the data and technology consulting practice part of GroupM Nexus, the model allows users to assess their current AI readiness across six different vectors and implement AI in their organisations to enhance their overall marketing maturity.

To do this, the model leverages AdTech and cloud technology, utilising Google’s Marketing and Cloud Platforms. It is based on data derived from over 100 successfully completed AI transformation consulting projects and 30 different use cases.

Examples of improvements include a 22% increase in media efficiency for a global FMCG company, a 16% lower cost per acquisition and 15% increase in sales for an optical retailer, and a 14% decrease in cost per acquisition for a technology company.

"Surveys show 70% of marketers want to leverage AI but only 4% feel they have the right skills to do so. The need to help marketers adopt AI quickly, but thoughtfully, responsibly, and strategically is clearer than ever," said Global CEO, GroupM Nexus, Nicolas Bidon.

The model first assesses marketers’ foundational AI readiness, starting with a comprehensive diagnostic of existing data assets and AI action capabilities, and establishes a maturity benchmark. Acceleration consultants then support clients with the creation of custom transition roadmaps, charting a course that leverages AI to achieve business KPIs.

"We’re presenting a new way of measuring and achieving AI-driven maturity in marketing: our model is not based on theoretical research but built on a record of meaningful real-life projects and use cases across the marketing maturity spectrum," said Global CEO, Acceleration, Grant Keller. "Clients are aware of the opportunities that AI is presenting; however, to extract value from this new technology, they need to be able to link implementation to clear business outcomes. With this model, clients will be able to hone their AI proficiencies and drive marketing performance at scale."

Managing Director Acceleration, Australia, Tom Braybrook, said clients are exploring and experimenting with how AI can transform their marketing and their businesses.

"But it can often be difficult to focus on the highest yielding use cases when a technology is moving so fast. Our AI Marketing Maturity Model has been built to help brands maximise business and media performance through harnessing the full power of their data, technology, people, and organisational capabilities - with AI as an enabler. It provides a framework for marketers to approach AI in a strategic and considered way, with the confidence that it is linked to clear business outcomes, and will deliver efficient and effective results," he added.

The AI Marketing Maturity Model and associated consulting services will be available to clients in Australia, North America, the UK, Sweden, Denmark, Finland, Norway, Italy, and Portugal.