The Current State of AI Maturity in the Market

AI is transforming data-driven marketing, but not every organisation is ready to harness its full potential.

Research continues to re-enforce customers’ expectations that brands responsibly leverage martech and AI to drive more personalised loyalty experiences and offers.  However, many brands lack the data, technology, or governance to scale their AI strategy effectively. So, where does your organisation stand and how can you assess where the most immediate opportunities are to positively impact engagement with your customers and loyalty members?

‍

IVE’s AI Maturity, Impact, and Readiness (MIR) Framework

To help organisations navigate AI adoption, IVE has leveraged decades of experience working with market-leading brands to develop our MIR framework—a powerful, self-assessment tool designed for loyalty marketers and data-driven teams.  By evaluating your AI readiness across four critical pillars, the framework can provide insights into where you excel, where you need to focus on improve, and quick wins that can accelerate AI-driven success in your campaigns and customer lifecycle programs.

‍

‍

Pillar 1: Data Maturity

Without high-quality, structured data, AI initiatives will struggle to deliver results. Our framework assesses data accessibility, integrity, and usability—key factors in ensuring AI-driven campaigns are effective and scalable.

‍

Pillar 2: Customer Understanding

Customers expect hyper-personalised experiences, and AI is the key to delivering them. We evaluate your ability to collect, analyse, and act on customer insights in real time.

‍

Pillar 3: Internal Capability & Governance Maturity

AI isn’t just about technology—it’s also about people, processes, and policies. Our assessment helps you understand whether your organisation is prepared to support AI innovation, while maintaining compliance and ethical standards, managing risk and protecting customer data.

‍

Pillar 4: Technology Stack Maturity

AI success depends on having the right martech and data infrastructure in place to support go-to-market campaign strategy. Our MIR evaluation assesses your technology ecosystem, helping you prioritise optimisation of existing platforms and identify areas for future investment.

‍

Take the first step toward AI maturity—connect with the IVE team today and unlock the full potential of AI for your data-driven campaign strategies.