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    Assess AI maturity

    AI Marketing Maturity Framework

    The AI Marketing Maturity Framework describes five levels of AI use in marketing, from individual experiments to an AI-native marketing system, and assesses an organisation on eight dimensions: strategy, people and skills, data, technology, content, automation, measurement and governance.

    The model

    1. 1ExploringIndividual experimentation.
    2. 2AssistedAI helps with isolated marketing tasks.
    3. 3IntegratedAI is embedded in repeatable workflows.
    4. 4AutomatedMultiple marketing processes run automatically.
    5. 5AI-nativeAI, automation, data and human oversight work as one marketing system.
    Use the frameworkPDF / Word

    Developed by Markaigen · Updated

    What each part means

    Strategy
    Whether AI use follows a plan with goals and budget, or happens wherever someone is curious.
    People and skills
    How many people can brief, check and improve AI output, and whether training is organised.
    Data
    Whether the data AI needs is available, clean, documented and allowed to be used.
    Technology
    Whether tools are chosen, connected and licensed for the team, or scattered across personal accounts.
    Content
    Whether brand voice, review and provenance rules exist for AI-assisted content.
    Automation
    How many processes run with AI steps, and how much human handling remains.
    Measurement
    Whether AI effects are measured against a baseline, or assumed.
    Governance
    Whether owners, policies, disclosure and risk controls are in place and used.

    How to use it

    1. Rate each dimension honestly; the lowest dimensions hold the whole system back.
    2. Read your level as a starting point, not a grade: the value is in the next steps.
    3. Repeat the assessment every six months and keep the results to show progress.

    Take the maturity assessment

    Rate each dimension. The result shows your overall level, your weakest dimensions and what moves you to the next level.

    Strategy
    People and skills
    Data
    Technology
    Content
    Automation
    Measurement
    Governance

    Answers are saved in this browser so you can return to them.

    Download or e-mail this framework

    Get a branded PDF or Word document, with your answers or as an empty template to fill in.

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