Everyone is talking about AI adoption, but the real story is AI maturity. While 100% of marketing teams are now using AI in some form, only 4% have successfully embedded it into their core workflows.
Two weeks ago, the In-House Agency Council and -lution published The Race for AI Maturity in Marketing, a benchmark study of AI adoption across 45 leading APAC organisations.
It confirms something we have been seeing in our work with marketing teams: generative AI adoption has moved incredibly fast, but operational change has not kept pace.
Every organisation in the study is using AI in some form. Nearly half have standardised tools across their team, and 98% expect their AI investment to grow over the next 12 months.
But as the research shows - only 4% have integrated AI into their core marketing workflows.
Most teams are using AI for the obvious creative tasks: concept development, image generation and copywriting. These are useful applications, and they are already saving people time. Three in ten marketers report reclaiming five or more hours each week.
But the bigger productivity and effectiveness gains will come from using AI in the harder, less glamorous parts of marketing: planning, media, workflow automation, reporting, QA, resourcing and operational decision-making.
The research calls this “the maturity race”.
The -lution AI Maturity Model, shown below, maps five stages of progress: Reactive, Experimental, Integrated, Optimised and Autonomous. It is not a measure of how many AI tools a team has bought. It measures how deeply AI is embedded into the way a team actually works.
As the model makes clear, 96% of marketing teams currently sit at Level 1 or Level 2. They are experimenting, often with shared tools, but their workflows remain largely isolated. Just 4% have reached Level 3, where AI is integrated into core marketing workflows. No respondents were operating at the Optimised or Autonomous levels.
The opportunity is wide open.
This research is also why we are excited to announce a new partnership between Time Under Tension and -lution, and our joint offer: AI Revolution.
-lution brings deep expertise in marketing transformation, operating-model design and in-house agency development. Time Under Tension brings generative AI strategy, capability building, agentic engineering and our Peak platform for marketing teams.
Together, we are helping teams respond to the challenge identified in the report: moving beyond individual experimentation and into practical, sustained AI maturity.
AI Revolution is designed to take a marketing team through that journey. We start by understanding where the team sits today, then establish the right governance and capabilities, redesign priority workflows, deploy agents into real work, and help the organisation evolve around what is changing.
This is important because access to AI was never the hard part. The tools are now everywhere. The real challenge is embedding them safely and usefully into how an organisation operates.
That requires more than a software licence, a training session or a strategy deck. It requires changes to workflows, skills, governance, roles and operating models.
The teams that pull ahead in this next phase will not simply be the ones using the most AI tools. They will be the ones that do this deeper work.
The adoption race is over, the maturity race is on! Contact us to find out more about the -lution x Time Under Tension AI Accelerator.
Thank you B&T for the coverage of this exciting new partnership.
We work with agencies, companies and brands to elevate Customer & Employee experiences with generative AI. Our advisory team helps you understand what’s possible and how it relates to your business. We provide training for you and your team to get the most out of generative AI tools. Our design & technology team build bespoke AI solutions to meet your needs.
Here are five six! interesting developments from the past week:
OpenAI released ChatGPT Work and also a new frontier LLM
The Australian Government published their first official research report on the impacts of AI on jobs. Jobs in AI-exposed professions grew 5.6% between November 2022 (when ChatGPT launched) and February 2026.
Jason got access to Anthropic Fable 5 and put it to the test: mind blowing!
We tried out ChatGPT ads with our own marketing budget, and wrote up our results and thoughts on LinkedIn.
Meta released their first state-of-the-art image model Muse Image, we pitted it against Nano Banana Pro for Facebook ad creation and were very impressed:
OpenAI released a new voice model for ChatGPT, which is probably the most lifelike voice model on the market now:
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