It’s Time to Get More Serious about AI!|Part 2
Aug 21, 2025
ai
Media
Part 2 of a 3-part series
Part 2: Three Types of Business AI Adopters
There are three typical maturity stages in how companies evolve to determine business strategy and scope of AI implementation:
Stage 1: “Excited “
This stage involves individual employees experimenting with various AI tools in their work. Companies and employees proceed with caution, dipping their toes in the water as a temperature check and testing some initial use cases.
Companies need to be aware of the risk of becoming “trapped” by playing with tools or unfocused dabbling.
Alexis Zamkow, a Global AI Leader at IBM, notes that in the experiment stage, companies should focus on four things:
a) identifying data sources and evaluating quality,
b) measuring the benefits of efficiency gains and speed to market,
c) providing basic capability training for POC teams, and
d) assessing the role and workflow impact.
Stage 2: “Embrace “
At this stage, teams conduct focused pilot projects. It’s best to find quick wins in select areas. Rather than using single tools, consider orchestrating multiple tools (or agents) working together on key processes. It’s wise to take on a manageable number of pilots, as poorly planned pilots can waste resources and reduce the probability of success. Identify an AI team or committee to help in planning and governance.
Zamkow suggests focusing on these four priorities in the embrace/pilot stage:
a) data preparedness - cleans, tag, and align,
b) financial benefits: increases through optimization of budgets,
c) commitment to skills training for business users, and
d) testing operating model alterations – for example, shifting work from external to internal.
Stage 3: “Embedded”
This is when companies commit capital, establish a clear plan, and set ambitions to take AI to the next level. Companies get strategic about AI, taking steps to integrate and scale. This involves deeply embedding AI into the heart of the organization and even reengineering processes across business functions. Ensure you have the foundational building blocks and pillars in place. Keep in mind the six key transformation success factors.
As AI capabilities mature, Zamkow recommends a shift to:
a) focusing on benefits such as improved customer experience and revenue growth,
b) outlining skills requirements by role and embedding them in core training, and
c) adjusting operating models and roles for partners/agencies.
According to the Marketing AI Institute, 40% of marketers are just experimenting with AI, another 46% are piloting AI programs. Only 14% are scaling[1].
Check back next week for Part 3: Why many Canadian businesses are hesitating
[1] Marketing AI Institute and SmarterX, 2025 State of Marketing AI Report.