Artificial Intelligence (AI) is evolving from an experimental tool into a strategic core technology that is transforming business models, processes, and entire value chains. Yet not every organization is at the same level of maturity. The journey toward AI maturity unfolds in recognizable stages, each with its own challenges and opportunities. By understanding these stages, an organization can determine where it stands and what steps are needed to move forward.

Phase 1: Get Your Feet Wet

In the first phase, organizations take their initial steps with AI. Significant barriers are common, such as regulation, risk aversion, and a lack of awareness of what AI can offer.

Characteristics: limited pilots, a focus on data quality and infrastructure, experiments in a sandbox environment.
Challenge: turning isolated initiatives into an initial strategic framework.
Example: a retail company testing AI for inventory management, without a broader strategy in place.

Fase 2: Experimenting

Organizations run multiple AI experiments, often disconnected from the core strategy. Enthusiastic leaders or departments take the initiative, but efforts remain fragmented.

Characteristics: a growing number of use cases, first investments in AI talent and training, early-stage governance.
Challenge: linking experiments to business objectives and preparing for scalability.
Example: a bank testing chatbots in customer service, while other departments run their own AI projects without coordination.

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Fase 3: Process re-invention

AI starts to deliver tangible value. Organizations see measurable results and scale AI across specific domains such as marketing, supply chain, or customer service.

Characteristics: a formal AI strategy, robust data governance, process improvements, ROI measurement.
Challenge: translating success in one domain into broader integration.
Example: a logistics company using AI for route optimization and cost reduction, with clear ROI.

Fase 4: Cross-functional re-invention

AI becomes aligned across the organization. Silos disappear, infrastructure and data are shared, and employees are actively upskilled.

Characteristics: ethical AI councils, data products usable across functions, cross-functional collaboration.
Challenge: embedding AI in culture and governance so it becomes an integral part of operations.
Example: a multinational deploying AI across HR, marketing, and production, with a single central governance structure.

Fase 5: Ecosystem re-invention

At the highest level of maturity, AI extends beyond organizational boundaries and transforms entire value chains. Companies collaborate with suppliers, partners, and even competitors to create value at an industry level.

Characteristics: AI as a core enabler, a culture of continuous improvement, ecosystem-wide collaboration.
Challenge: balancing competition and co-creation, while safeguarding ethics and transparency at scale.
Example: a pharmaceutical company collaborating with universities, startups, and competitors to accelerate AI-driven drug development.

Cross-cutting Insights

Culture is just as important as technology. Without a mindset of learning and experimentation, AI remains stuck in pilots. Governance forms the backbone. From data quality to ethics, clear frameworks make AI sustainable. The human factor remains central. Upskilling and employee engagement are essential for AI to scale across the organization.

AI is never finished. It is a continuous process of experimenting, measuring, improving, and reinventing.

Practical Recommendations

Run a baseline assessment: determine where your organization currently sits on the maturity curve.
Start small, think big: launch feasible pilots, but always connect them to strategic objectives.
Invest in people: technology only works when employees have the right skills and mindset.
Ensure governance: define clear guidelines for ethics, data, and decision-making.
Seek collaboration: look beyond your own organization and explore partnerships within your industry.
Keep learning: AI is not a destination, but a continuous cycle of experimentation, measurement, and improvement.
Communicate successes: share ROI and impact broadly to build momentum and buy-in.
Dare to innovate: see AI not only as an efficiency tool, but as a catalyst for new business models.

AI maturity is a journey organizations take step by step. Each phase requires different choices and investments, from awareness and experimentation to cross-functional integration and ecosystem collaboration. The question is not whether an organization will work with AI, but where it stands today and which step needs to be taken next.

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The 5 steps to AI maturity: Where does your organization stand?