AI maturity: How ready was your marketing team for AI's arrival (+ where are you now)?

When AI first burst into the marketing world, it was like we'd been handed a magic wand.

Okay, we were a little terrified but... Copywriting in seconds? Sweet. Instant campaign ideas? Winning. Analytics on autopilot? Phwoar.

Despite the fear, some marketing teams jumped in headfirst, while others did hang back a little. But it's safe to say, we were all curious.

AI for marketing has grown up a little (/a lottle) since then. Tools are smarter, more reliable, and way more integrated into our workflows. The conversation has shifted from "Should we use AI?" to "Are we using it in the most efficient, most strategic way possible?".

Let's use this opportunity to reflect on how ready your team was when AI first landed—and how ready you are now.

How to score your AI readiness

• For each question you tick Yes → 1 point
• No / Not sure → 0 points
• Add your points per section
• At the end, total your score for your AI maturity level

1) Foundation and infrastructure: Solid ground or shaky start?

Then: Did you have the right systems in place when AI first landed on your desk?
Now: Can your tech and data keep up with today’s AI capabilities?

Choose all relevant statements:

Our marketing data was (and is) accurate, clean, and accessible.

We had integrated systems then — and they’re even more connected now.

We documented workflows early and have updated them for AI use.

Our tech stack could adopt AI without breaking… and still can.

Section score:

• 0–1 points: Low readiness: Your foundation was shaky then and still limits you now
• 2–3 points: Moderate readiness: You had some structure but scaling AI may still be bumpy
• 4 points: High readiness: You’ve been AI-ready from the ground up

2) Skills and culture: Curiosity meets (real) capability

Then: Did your people know what to do with AI?
Now: Are they equipped and motivated to use it well?

Choose all relevant statements:

Our team had (and still has) training on AI tools relevant to their roles.

Experimentation with AI was encouraged — and remains part of our culture.

We created an AI ethics policy early and continue to refine it.

Leadership used AI from the start — and still sets the example.

Section score:

• 0–1 points: AI use was (and is) mostly ad hoc
• 2–3 points: You’ve built a decent AI culture but still rely on a few power users
• 4 points: AI adoption is widespread, consistent, and embedded in your culture

3) Strategy and use cases: Beyond the shiny, shiny object

Then: Were you chasing trends or solving real problems?
Now: Are you expanding AI into higher-value use cases?

Choose all relevant statements:

We identified real business problems AI could help solve — and we’re still guided by that.

We measured ROI from the start and continue to track results.

We balanced automation with human oversight from day one.

We’ve moved beyond content generation into personalization, analytics, and prediction.

Section score:

• 0–1 points: AI is still more of a novelty than a core strategic driver
• 2–3 points: You’re solving problems but haven’t fully tapped AI’s broader potential
• 4 points: AI is delivering real business impact across multiple areas

4) Change management and scalability: Growing fast without breaking anything

Then: Could you roll out AI without chaos?
Now: Can you keep evolving with the technology?

Choose all relevant statements:

We had a roadmap then, and we've continued to update it regularly.

Compliance and security were considered from the start.

Our workflows adapt quickly as AI changes.

We shared wins early on — and still share them to fuel adoption.

Section score:

• 0–1 points: Adoption has been patchy and reactive
• 2–3 points: You’ve scaled AI, but evolution is slow and inconsistent
• 4 points: You adapt and scale AI with confidence and clarity (kudos to your change management process)

Your total AI maturity score

Add up your points from all four sections (max = 16).

🏆 0–8 points: The Experimenter

You’ve dabbled but haven’t built a strong foundation yet. You’re still testing, tweaking, and figuring out where AI (and digital maturity in general) fits in. Think of this stage as proof of concept; exciting, but you’ll need stronger data, processes, and team alignment to move forward confidently.

🏆 9–12 points: The Optimizer

You’ve gone beyond experiments and are starting to see consistent wins. Your team uses AI with purpose, but there’s still untapped potential. This stage is about scaling smartly, expanding into new use cases, and refining workflows so you’re not just getting results—you’re getting them repeatably.

🏆 13–16 points: The Trailblazer

You’re not just keeping pace... you’re ahead of it. Your foundation is solid, your culture is adaptive, and you’re exploring cutting-edge applications before others even spot them. At this stage, your challenge isn’t adoption—it’s making sure you keep innovating while helping the rest of your organization keep up.

How Optimizely can help you close the gaps in your AI marketing

The first wave of AI was all about possibility—you know, testing tools, exploring capabilities and use cases within your marketing workflows, and seeing what might work for you.

These days, we're looking more into performance. We want scalable AI in marketing, we want to refine our processes, and we want to use AI to deliverable genuinely valuable results.

And that's exactly what we have been working towards—and continue to be working towards, literally all the time—at Optimizely. As THE agent orchestration platform for marketing, we are not only talking the talk (like everyone on your LinkedIn newsfeed) but also walking the walk.

With Optimizely Opal, you can create AI agents for any use case you dream up... or just make the most out of the tons we've got already.

See how Optimizely Opal is benefiting marketing teams just like yours in our 2025 AI Benchmark Report.