AI Advantage Assessment

The AI Advantage Assessment collected responses from hundreds of marketers in the last 6 weeks describing what their marketing leadership teams are doing to foster the use of AI. Participants were asked whether their leadership teams were providing or organizing:

• Enablement — granting paid licenses to AI platforms for individual use
• Knowledge sharing — management-led sessions where marketers share how they’re using AI + prompts
• Training — either funding team training, or providing individual budget for training 
• AI Hackathons (IT only or Marketing + IT)
• Central AI project development — large-scale AI initiatives managed with quarterly progress updates
• Dedicated AI teams — central AI data or development groups

The data tells us a few things

• Fast progress on access: Marketing management has moved quickly to provide AI tool access. I was genuinely surprised to see 75% of organizations have already invested in team licenses. Coming from a company with a “New England attitude” about spending, that number seemed unusually high.
• Mixed results on peer-to-peer learning: Many of us learned Excel by sitting next to someone who knew what they were doing. That still matters today—seeing how others use AI provides ideas and reassurance. 65% of respondents said their leaders are organizing sharing sessions around AI usage and prompts. But <20% reported that hackathons involving both marketing and IT were being organized. While AI is often framed as “plain language” tech, real progress will require true collaboration with IT. 
• Slow progress on centralized development: Some companies are making moves here, but not nearly as many as you might expect. Only 30% of marketers reported awareness of a company-wide portfolio of AI projects, and 38% reported having a marketing department AI roadmap. This suggests that centralized investments are still in their early stages.
  

If you want to see how your personal or departmental AI adoption compares to the market, take the AI Advantage Assessment