Screenshot of the downloadable self-assessment, displaying sample questions, sections, and scoring framework.

Discover your AI maturity

See how AI-ready your business is with our AI Maturity Framework. Learn more and download the 5-minute self-assessment.

Check my AI Readiness

AIM for AI search and AI-led marketing

Illustration of AI readiness

The AI Maturity Framework gives marketers a clear path to becoming AI-ready across Microsoft consumer properties. It helps teams harness AI to shift from keyword-driven optimization to intelligent discovery, automation, and measurable performance powered by stronger signals, structure, assets, and measurement.

Illustration of a magnifying glass focusing on the word AIM

AI is reshaping how consumers discover and convert, but most marketing approaches aren’t built for this shift. The AI Maturity Framework provides a clear, actionable roadmap to help marketers adapt because AI only performs as well as the data, assets, and measurement behind it. By strengthening these foundations, the AI Maturity Framework enables more effective automation, better discovery, and stronger, measurable performance in an AI‑first world.

Understanding the AI Maturity Framework

The AI Maturity Framework is a framework designed to help brands understand where they are on their AI journey and what to do next. Built to be practical and flexible, it assesses readiness across key areas and translates this into a clear, tailored roadmap, enabling every business to prioritize the actions that will drive the greatest impact.

Foundations
Scaling
Leading
Transformative

Screenshot of the UI of the Microsoft Merchant Center.

Foundations

Objective: Build the technical and signal hygiene required for effective AI.

Enablers:

Unified conversion tracking in place across all channels
Value-based optimization goals agreed and live
Attribution beyond last click informing decisions
Creative and feed coverage meeting recommended standards

Outcome: A verified baseline before scaling AI.

Visual representation of AI Max, showing various products.

Scaling

Objective: Activate AI solutions to expand relevant reach and improve performance.

Enablers:

AI-optimized campaign types activated: PMax, AI Max with Automated keyword targeting, Final URL Expansion, Automated text ad generation activated
O&O inventory activation to extend reach across Microsoft AI-powered surfaces
Using IndexNow for content freshness and utility
Adopting Clarity and leveraging AI Visibility metrics to optimize for AI discoverability

Outcome: AI-powered optimization across surfaces & scaled performance.

Leading

Objective: Build AI into campaigns and Team workflows.

Enablers:

AI built into planning, optimization and creative workflows
Full-funnel measurement guiding budget allocation
Dedicated AI expertise and clear ownership across teams
Ongoing AI skilling and investment in new AI capabilities

Outcome: AI-led campaigns and AI-powered team workflows.

Visual of Copilot Checkout, showing the purchase of a lamp.

Transformative

Objective: Compete in AI-led discovery with AI-ready teams.

Enablers:

Cross-functional GEO programme with structured content and feeds
Visibility in AI answers tracked with Clarity and used for overall marketing strategy, GEO and paid media
Product data, UCP and Copilot Checkout ready for agentic commerce
Agent-led workflows run by AI-fluent, cross-functional teams

Outcome: Brand and teams are ready for agentic marketing.

JD Sports advanced across multiple AI maturity pillars

747%

Click growth

99%

Increase in brand core CVR

85%

Top impression share growth

"We know that our customers are increasingly using AI-enabled experiences for inspiration. We want to show up for our customers where they are, so we launched a new AI-led structure ahead of peak. This gave the platform a fuller view of intent, turning inspiration moments into buying decisions."

— Liza Nolan, Associate Director of Digital Media, JD Sports

How to use the AI Maturity Framework matrix

The AI Maturity Framework matrix provides a simple way to assess your current AI readiness across each pillar and stage. For each area, you evaluate your capability and assign a red, amber, or green (RAG) status—highlighting your strengths and opportunities to improve.

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Red

Indicates foundational gaps that are limiting AI performance

Visual representation of the maturity matrix in the color amber.

Amber

Shows areas that are partially implemented, but not yet scaled

Visual representation of the maturity matrix in the color green.

Green

Reflects strong, AI-ready capabilities that can be optimized and expanded

By reviewing your results across all pillars, you can quickly identify the biggest constraints to performance and prioritize the actions that will drive the greatest impact. The matrix then becomes a practical roadmap—helping you move from foundations to scaling, leading, and ultimately, transforming your marketing with AI.

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