Adoption of creative intelligence is now near universal among US and UK brands. Consistent, operationalized use is where the real separation begins: only 11% of brands qualify as leaders today.

Grounded in primary research, including a survey of approximately 200 brand marketers across the US and UK and in-depth interviews with marketers, agencies, and technology providers, this report explores:

• A five-stage maturity model: from lagging to leading, with the defining attributes of each stage, giving organizations a practical benchmark and a roadmap for what comes next. Today 9% of brands are lagging, 21% emerging, 34% progressing, 26% established and 11% leading
• What separates best-in-class organizations: a written testing regimen, a consistently funded experimentation budget, full measurement and documentation of creative lift, a single cross-functional workflow shared by creative, media and strategy, and in-house ownership supported by specialized CI vendors rather than generalist agencies
• Why the barriers to value are organizational rather than analytical: Brands have built more measurement than the industry gives them credit for. What they have not built is the mechanism that turns a measurement output into a changed asset or a changed brief
• Where the next two years are heading: 91% of brands expect CI investment and operationalization to increase, and nearly half expect to reach the highest level of CI maturity within two years

Download the report to see where your organization sits on the maturity curve, and what the brands one stage ahead are doing differently.