GroupM Acceleration Develops AI Marketing Maturity Model for Effective AI Adoption
GroupM’s specialist division, Acceleration, has formulated an innovative AI marketing maturity model to help marketers effectively adopt artificial intelligence (AI) technologies. Launching in early 2023, this model offers a simplified approach to clients, identifying high-impact areas of marketing strategies where AI can be implemented for increased efficiency and results.
Practical Adoption of AI for Marketing
Tom Braybrook, Managing Director of Acceleration in Australia, highlighted the wide range of AI options available to marketers. These include solutions such as ChatGPT, Bard and Copilot, with the model serving as a key tool to facilitate their adoption. Based on insights gathered from over 100 AI transformation projects and 30 diverse use cases, the model promises improvements in media effectiveness and cost per acquisition.
AI Maturity Vectors
The model encompasses six maturity vectors where AI deployment has proven to be most effective. These include marketing analytics, digital analytics, commerce, creative AI, audience and bidding. By assessing a client’s current capabilities, outlining future AI ambitions, and identifying the most effective paths forward, the model provides a comprehensive roadmap for adopting AI into marketing strategies .
Positive results and future plans
Braybrook highlighted tangible benefits of the model, such as operational efficiencies and better advertising results within three to 12 months. He also highlighted the growing demand for AI integration across businesses of different sizes and the importance of leveraging existing capabilities. Early client engagements with the model have resulted in impressive results, including a global technology brand seeing a decrease in paid search cost per acquisition and an optical retailer achieving higher online bookings and lower cost per acquisition . Acceleration intends to expand the use of the model, offering additional guidance and technical solution designs for clients’ AI adoption strategies.
