GroupM’s Acceleration’s New Maturity Model Helps Marketers Chart Course To AI Transformation

Businessman touching the brain working of Artificial Intelligence (AI)
Automation, Predictive analytics, Customer service AI-powered chatbot, analyze customer data, business and technology
B&T Magazine
Edited by B&T Magazine



GroupM, WPP’s media investment group, has announced the launch of a proprietary AI Marketing Maturity model to support marketers’ AI transformation journeys, maximize marketing performance, and drive long- and short-term value from AI technology. 

Developed by Acceleration—the data and technology consulting practice that is part of GroupM Nexus—the proprietary model allows marketers to assess their current AI readiness across six different vectors and implement AI in their organizations thoughtfully, improving their overall marketing maturity. 

To help brands maximize the positive impact of AI on their business and media performance, the Marketing Maturity Model also helps to unlock the combined power of AdTech and cloud technology, leveraging Google’s Marketing and Cloud Platforms to enable marketers to harness and further enhance their own data, technology, people, and organizational capabilities.

“Surveys show 70% of marketers want to leverage AI, but only 4% feel they have the right skills to do so,” said Nicolas Bidon, Global CEO, GroupM Nexus. “The need to help marketers adopt AI quickly, but thoughtfully, responsibly, and strategically is clearer than ever”.

The model is an actionable framework based on data derived from more than 100 successfully completed AI transformation consulting projects and 30 different use cases, which have produced substantial improvements in media efficiency while lowering cost per acquisition across several industries. Examples include a 22% increase in media efficiency for a global FMCG company, a 16% lower cost per acquisition and 15% increase in sales for an optical retailer, and a 14% decrease in cost per acquisition for a technology company.   

Now brought together into a single model, these proven use cases allow brands to adopt AI into their organization in a progressive and strategic way, linking AI adoption to clear business results.

“We’re presenting a new way of measuring and achieving AI-driven maturity in marketing: our model is not based on theoretical research but built on a record of meaningful real-life projects and use cases across the marketing maturity spectrum,” said Grant Keller, Global CEO, Acceleration. “Clients are aware of the opportunities that AI is presenting; however, to extract value from this new technology, they need to be able to link implementation to clear business outcomes. With this model, clients will be able to hone their AI proficiencies and drive marketing performance at scale”.

“We know our clients are exploring and experimenting with how AI can transform their marketing and their businesses, but it can often be difficult to focus on the highest yielding use cases when a technology is moving so fast. Our AI Marketing Maturity Model has been built to help brands maximise business and media performance through harnessing the full power of their data, technology, people, and organisational capabilities – with AI as an enabler.  It provides a framework for marketers to approach AI in a strategic and considered way, with the confidence that it is linked to clear business outcomes, and will deliver efficient and effective results,” said Tom Braybrook, managing director at Acceleration, Australia.

The model first assesses marketers’ foundational AI readiness, starting with a comprehensive diagnostic of existing data assets and AI activation capabilities, and establishes a maturity benchmark based on marketing analytics, digital analytics, commerce, creative AI, audiences, and bidding. Acceleration consultants then support clients with the creation of custom transformation roadmaps, charting a course that leverages AI to achieve business KPIs. By prioritizing the most relevant use cases to create immediate impact while building a path toward long-term value, the model helps to move marketers toward achieving their future-state AI ambitions. 

The AI Marketing Maturity Model and associated consulting services will be available to clients in Australia, North America, the UK, Sweden, Denmark, Finland, Norway, Italy, Portugal.




Please login with linkedin to comment

Acceleration AI Group M WPP

Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]