As a trainer for Google, and working with some of their biggest clients across the world, we used the Digital Marketing Maturity Benchmark as a framework to educate and move the needle on results.
Now, Google, in partnership with Boston Consulting Group, has introduced its AI Maturity Benchmark.
Welcome to The AI Six Podcast, for marketers embracing the AI age, where I teach you AI and give you the insights you need to stay ahead in AI marketing.
We know that Google’s business model is changing, and they have leaped headfirst into AI. So, I was excited to see them launch an AI maturity benchmark for marketing.
Let me ask you something. How ready is your marketing team to actually use AI, not just talk about it? Because Google has the receipts. They say brands that properly embrace AI marketing maturity can see up to 59% more revenue growth. That’s not hype; that’s strategy, and it starts with understanding where you are on the AI maturity curve.
Google’s AI Maturity Benchmark tracks how marketing teams can move from experimenting with AI to actually driving real business results with it. If you’re leading a team, managing a brand, or planning your next campaign, this one’s going to give you clarity and some solid next steps.
The framework depicts four universal steps to unlocking AI maturity
1. Strategic decision-making
2. Actionability of data
3. Integrated teams
4. Smart execution
Google and BCG have also provided a roadmap from nascent AI adoption to emerging, then connected and ultimately multi-moment.
Google says there are three stages of AI maturity in marketing
AI Explorers. Maybe you’ve played with ChatGPT to brainstorm some content or dabbled in image generation. You’re curious and testing things out, but it’s not consistent, and it’s definitely not strategic.
AI Adopters. You’re using AI tools in parts of your workflow. Maybe for media planning, social content, or audience targeting. You’ve got some wins, but it’s still a bit patchy.
AI Leaders. These are the organisations using AI across their marketing ecosystem, from predictive targeting and performance modelling to real-time personalisation and automated creativity. AI isn’t an add-on; it’s built-in.
And here’s what really stood out to me. AI Leaders are not just more efficient, they’re more effective. They outperform others in revenue growth, customer satisfaction, and marketing ROI.
About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
