Summary: An AI maturity model helps creative agencies understand how effectively they've adopted AI across their organisation. We explain the four stages of the Spark AI Maturity Model®, what it measures, where agencies currently stand and how to assess your own agency's progress.
Author: Asta Vallis
Date: 05.11.2026
Read length: 4 minutes
Spark AI is the AI performance partner that builds organisation-wide AI capability for creative agencies and brand teams. We take ambitious teams from fragmented experimentation to AI embedded across their people, processes and systems – so it delivers real commercial impact.
An AI maturity model for creative agencies is a framework for assessing how far an agency has progressed from individual AI experimentation to organisation-wide adoption. It helps leaders understand whether AI is changing how the agency operates, and where they need to focus next.
At Spark AI, we use our proprietary Spark AI Maturity Model® to assess agencies across four stages and four dimensions of organisational capability.
We developed the model after working with creative agencies from 2024 onwards. Initially, we expected to find two broad groups – agencies using AI and agencies that weren't. The reality was far less simple.
Some agencies had highly capable individual users but no shared standards. Others had started building AI into everyday workflows but hadn't yet changed how they charged for their work.
We needed a consistent way to describe those differences and help agency leaders decide where to focus their attention.
What are the four stages of AI maturity for creative agencies?
The Spark AI Maturity Model® identifies four stages of organisational AI maturity, from early experimentation through to changes in how an agency operates and makes money.
Stage 1 – Experimentation
AI use is individual and informal. Some people are experimenting with tools and finding ways to improve their work, but there is little consistency across the agency.
Confidence varies, knowledge stays with individuals and shared policies may be missing.
Stage 2 – Adoption
The agency begins to build common foundations. Teams receive training, shared tools and policies are introduced, and AI starts to become part of selected roles and workflows.
The focus is on turning individual AI habits into shared ways of working.
Stage 3 – Optimisation
AI is integrated into how the agency operates. Teams begin redesigning workflows around what AI makes possible, rather than simply speeding up individual tasks.
The agency can start measuring the effect on how work is delivered and the value it creates.
Stage 4 – Transformation
AI changes the agency's services and business model.
It influences what the agency sells, how work is delivered and how clients are charged. AI capability becomes part of how the business creates and retains value.
The stages give leaders a way to understand their current position and the changes required to progress.
How does the Spark AI Maturity Model® measure an agency?
The Spark AI Maturity Model® assesses organisational AI maturity across four dimensions.
Vision & Strategy – Has leadership agreed what AI is for and how it supports the agency's business objectives?
People, Skills & Culture – Do people have the confidence, training and shared practices to use AI effectively?
Data & Tools – Does the agency have suitable tools and access to the knowledge needed to make AI useful across teams?
Governance & Accountability – Are there clear standards for using AI, with responsibility for quality, security and appropriate use?
Each dimension is assessed against the four maturity stages. It's normal for agencies to be stronger in some areas than others.
An agency might have highly capable people using AI every day while having little formal governance. Another might have invested in approved tools but lack the training needed to make consistent use of them.
Understanding those gaps helps leaders decide where further investment or attention could make the biggest difference.
How mature are creative agencies today?
The average creative agency is at Stage 2 – Adoption – according to the latest A/W 2026 Spark Report.
The research found an average organisational AI maturity score of 2.2 out of 4.
38% were at Stage 1 – Experimentation
49% were at Stage 2 – Adoption
13% were at Stage 3 – Optimisation
None had reached Stage 4 – Transformation
The findings show that agencies are developing shared AI capability, although relatively few have progressed to redesigning how they operate.
The research also found that a third of agencies assessed at Stage 2 overall still scored at Stage 1 in at least one dimension.
Read the full findings in The Spark Report: AI in Agencies – Where's the Value?.
How can you assess your own agency's AI maturity?
We developed the free Spark AI Maturity Score™ so agency leaders can assess their organisation against the Spark AI Maturity Model®.
The Spark AI Maturity Score™ draws on our work with more than 90 agencies and brand teams, and uses questions from the assessment approach we apply in our programmes.
In five minutes, you answer 12 questions covering the four dimensions of the Spark AI Maturity Model®.
You receive a personalised report showing your overall maturity, your strongest areas and where you have the greatest opportunity to improve.
It gives you a baseline for discussing AI priorities with your leadership team and understanding how your agency compares with the wider market.
Take the free Spark AI Maturity Score™
What should agency leaders do with their results?
Start by sharing your Spark AI Maturity Score™ results with your leadership team.
Compare how different leaders see AI adoption across the business. One department may have developed strong ways of working while another is still experimenting independently.
Look at your strongest dimension, then pay particular attention to the areas where your agency is less mature. Those gaps can help you decide where to focus training, improve governance or change how work is done.
Reassess regularly. AI maturity changes as teams develop their skills and agencies introduce new ways of working.
Frequently asked questions
What is the difference between the Spark AI Maturity Model® and the Spark AI Maturity Score™?
The Spark AI Maturity Model® is the framework used to describe the stages of organisational AI adoption. The Spark AI Maturity Score™ is the free assessment that evaluates an organisation against that framework.
Is the Spark AI Maturity Score™ free?
Yes. The Spark AI Maturity Score™ is free and takes approximately five minutes. It includes 12 questions and provides a personalised report to help agency leaders identify their current maturity and priorities.
How often should an agency measure its AI maturity?
Agencies should reassess their maturity regularly, particularly after introducing new training, policies or changes to workflows.
Repeated assessments using the Spark AI Maturity Score™ help leaders see whether previous gaps have closed and where further work is needed.
Spark AI – AI transformation, training and tools for agencies and brands. Your AI performance partner.
