Spark Index
Are you ahead or behind? Benchmark your AI maturity against your peers.
Your personalised AI maturity score, measured against the Spark AI Maturity Model™ and benchmarked against Spark's proprietary dataset of agencies and brand teams.
Methodology
A team-wide survey and leadership interviews, benchmarked against the Spark Index dataset.Delivery
Two to three weeks from first survey to working session.For
Agency and brand teams at any stage of AI adoption.Cadence
A one-off assessment. Re-scoring comes built into the AI Accelerator and Frontier – or commission the Index again whenever you want to re-measure.Investment
From £5000 + VAT
You recieve:
Your Spark Index benchmark report
Your scorecard across the four dimensions of the Spark AI Maturity Model™, including your data & systems readiness sub-score
Your position against your peers – and what agencies at the stage above you are doing that you aren't
Your gap analysis: the opportunities agencies like you are already taking, with proven fixes from the Spark build library
Your 90-day plan: three priority moves, sequenced, with how to achieve them
The current Spark horizon-scan: where AI is heading for agencies right now
A 90 minute playback session with your leadership team to agree your next moves
Where do you stand?
Every agency sits somewhere on the AI maturity curve, from early experimentation to business transformation. Without a benchmark, it's hard to know exactly where you are, how you compare to the industry at large, or what moving forwards actually requires.
Your AI progress, measured properly.
Through the Spark Index, we run a team-wide survey and interviews with your leadership team to establish exactly where you are with AI adoption – a proper baseline, benchmarked against the industry. And if you go on to the AI Accelerator or Frontier, we re-score you as part of the programme, so you can see precisely how far you've moved.
How it works – two to three weeks, start to finish
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Ten minutes per person, across your whole organisation. A real picture of how AI is actually being used – not just what leadership assumes is happening.
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Structured conversations with your leadership team, adding the context a survey alone can't capture.
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We score you against the Spark AI Maturity Model™ and benchmark you against the Spark Index dataset, across the four dimensions of maturity:
Vision & Strategy - So you know if your team are aligned and you understand how AI is going to change your business
Data & Tools – so you know whether your infrastructure is ready for what your team wants to do with it
Skills & Culture - So you know if your team has the support they need to build those skills and work in an AI-forward way
Leadership & Governance - So if your AI programme is really moving forwards, you're in control and you're confident in how to talk to your clients and stakeholders.
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We walk your leadership through your score, your benchmark position, and your gaps – then agree your 90-day plan together. A working session on what to do next, not a deck handover.
Not ready for the full Index?
Start with the Snapshot – it's free
Five minutes, self-serve. Answer a short set of questions and get an indicative placement on the AI maturity curve – the stage you're likely at, and what that stage means. When you're ready for your real score, benchmarked against the industry, come back for the full Index.
Why Spark
Built on real agencies, not theory.
The Spark Index is built on Spark's own Spark AI Maturity Model™, developed and refined across the 70+ agencies and brand teams we've worked with And compared against the hundreds of agencies that have completed our Snapshot survey. Every new score is anonymised into the dataset, so your benchmark reflects what's actually happening in the industry right now – not last year's picture.
We publish the industry-wide view free every year in The Spark Report. The Index is how you find out where you sit within it.
Know where you stand. Then decide what's next.
The Index doesn't commit you to anything beyond the measurement. It's there to make your next decision – whatever it is – an informed one. Start free with the Snapshot, or book a call to talk through the full Index.
Case studies
FAQ’s for Spark Index
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The Snapshot is free and self-serve: five minutes, and you get an indicative placement on the maturity curve.
The full Index is the real measurement – a team-wide survey, leadership interviews, your score across all four dimensions, your benchmark against your peers, and your 90-day plan of three sequenced priority moves. The Snapshot tells you roughly where you are; the Index tells you exactly, and what to do about it.
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Yes. No card number or call required. It's designed to be useful on its own, and if it convinces you the full Index is worth doing, even better.
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Your survey and interview responses generate your own score and recommendations. They're also anonymised and added to the Spark Index dataset, so the benchmark reflects real, current industry data. Your individual results are never shared or identifiable to other organisations.
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From £4,000 +VAT, depending on your organisation's size. We'll give you a clear picture before you commit to anything.
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Absolutely. For agencies further along, the Index validates what's working and shows exactly where you rank against agencies at a similar stage. It gives you a credible, evidenced way to talk about your AI maturity with clients and your board – not just an instinct that you're doing well.
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From £19k per quarter. Get in touch and we'll give you a clear picture before you commit to anything.
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The Index itself is a one-off assessment. If you join the AI Accelerator or Frontier, re-scoring is built in – it's how you (and we) measure the impact. Otherwise, you can commission the Index again whenever you want to see how far you've moved and how the benchmark has shifted.
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No. The Index is a standalone assessment. If you have been through a Spark programme, it's how we measure the impact.
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Everyone gets a voice through the team-wide survey (about 10 minutes each), so the score reflects how AI is actually being used – not just what leadership assumes.
Beyond that, there are some additional questions and some structured interviews with your leadership team. You’ll want your leadership team to be involved in the playback session - see below.
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We’ll run a playback session with your leadership team to understand your benchmark scores and agree your next moves. You'll leave the session with a 90-day plan – three priorities, sequenced and agreed with your team.
If you’re looking for a full 12-month transformation roadmap built with your whole leadership team, that's the work we do in our AI for Leaders programme. Many teams use their score to decide which Spark programme fits next; but there's no obligation.