New Maturity Model to Help Marketers Chart Course to AI Transformation

Cutting-edge marketing maturity model developed by GroupM technology consulting specialists Acceleration creates competitive advantages for marketers in race to adopt AI 

New York, London, Singapore (January 17, 2024) — GroupM, WPP’s media investment group, today announced the launch of a proprietary AI Marketing Maturity model to support marketers’ AI transformation journeys, maximize marketing performance, and drive long- and short-term value from AI technology.  

Developed by Acceleration—the data and technology consulting practice that is part of GroupM Nexus—the proprietary model allows marketers to assess their current AI readiness across six different vectors and implement AI in their organizations thoughtfully, improving their overall marketing maturity.  

To help brands maximize the positive impact of AI on their business and media performance, the Marketing Maturity Model also helps to unlock the combined power of AdTech and cloud technology, leveraging Google’s Marketing and Cloud Platforms to enable marketers to harness and further enhance their own data, technology, people, and organizational capabilities. 

 

“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. “

— Nicolas Bidon, Global CEO, GroupM Nexus

 

The model is an actionable framework based on data derived from more than 100 successfully completed AI transformation consulting projects and 30 different use cases which have produced substantial improvements in media efficiency while lowering cost per acquisition across several industries. Examples 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.    

Now brought together into a single model, these proven use cases allow brands to adopt AI into their organization in a progressive and strategic way, linking AI adoption to clear business results. 

“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 Grant Keller, Global CEO, Acceleration. “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.” 

The model first assesses marketers’ foundational AI readiness, starting with a comprehensive diagnostic of existing data assets and AI activation capabilities, and establishes a maturity benchmark based on marketing analytics, digital analytics, commerce, creative AI, audiences, and bidding. Acceleration consultants then support clients with the creation of custom transformation roadmaps, charting a course that leverages AI to achieve business KPIs. By prioritizing the most relevant use cases to create immediate impact while building a path toward long-term value, the model helps to move marketers toward achieving their future-state AI ambitions.  

The AI Marketing Maturity Model and associated consulting services will be available to clients in North America and the UK beginning January 17th, 2024, followed by Sweden, Denmark, Finland, Norway, Italy, Portugal and Australia.  

For more information, please visit: https://www.acceleration.biz/ai-maturity-model    
About GroupM and Acceleration

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and mSix&Partners, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at www.groupm.com.

Acceleration is WPP’s data and technology consultancy offering deep expertise in Google Advertising and Cloud technologies. Operated globally by GroupM, Acceleration enables the always-on transformation of marketing organizations, co-creating solutions to unlock the value of data, technology and human potential, connecting media investments to business results. As part of the largest Global Media network, the consultancy works closely with GroupM agencies to give brands access to more than 6,500 technology and data consultants, helping them stay at the forefront of innovation.

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