Marketing + Media Alliance (MMA) India released The AI Marketing Maturity Study, a first-of-its-kind benchmarking report developed with EY as Knowledge Partner and in association with Mobavenue AI Tech Limited.

Spanning 60+ senior marketing leaders across 11+ industry verticals, the study delivers the most rigorous, data-backed assessment of AI integration in Indian marketing to date, moving the conversation decisively from theory to measurable business impact.

The report benchmarks AI maturity across four critical marketing functions: Creative & Content; Measurement & Insights; Propensity Modeling; and Customer & Sales Journeys. It is designed to help brand and marketing leaders pivot from experimentation to always-on, strategic AI adoption, and to identify precisely where investment, alignment, and capability-building are needed most.

Caption: (left to right): Moneka Khurana, Country Head and Board Member, MMA India; Rohit Dadwal, CEO & BOD, MMA APAC, Global Head of SMARTIES; Raghav Anand, Partner, Media & Entertainment, Transformation, EY; Sandeep Pandey, CEO & Co-Founder, Skewb; Ishank Joshi, MD & CEO, Mobavenue AI Tech; and Ranjana Konatt, AI Lead, MMA India at the launch of the AI Marketing Maturity Study.

Commenting on the report, Moneka Khurana, Country Head and Board Member, MMA India says: “The danger with AI today is that just using it is not enough its about using it to create real business impact for which it needs to move to the centre of the system hence the AI marketing maturity study is designed to identify trends in AI use cases, which have evolved beyond experimentation and delivering business impact and seek inspiration to move up the ladder” 

Ishank Joshi, Founder, MD and CEO, Mobavenue AI Tech, said, “Most organisations today have moved beyond experimenting with AI and are actively using it across functions. However, what often exists is a collection of capable but disconnected systems. When planning, creative, execution, and analytics operate in silos, the true potential of AI remains under-realised. The opportunity lies in building connected workflows where insights can directly inform action and continuously improve outcomes. As this study highlights, the focus now should be on creating structured, end-to-end systems that can translate AI capabilities into consistent and scalable business impact.” 

A Benchmark Built for Real-World Impact

MMA is committed to advancing marketers’ ability to create enterprise value. This study is the direct expression of that mission, purpose-built to move beyond media-centric AI discussions and spotlight the use cases that are generating measurable returns across the full marketing value chain.

The survey cohort was deliberately selective: 60+ senior leaders including CMOs, Senior Marketers, Digital Heads, CTOs, VP-Marketing, and AI-in-Marketing specialists — voices with the authority and proximity to AI investment decisions that make benchmarking meaningful. Representation spans 11+ industry verticals including FMCG, CPG, Technology, Entertainment, BFSI, Real Estate, and more. The report also features a dedicated POV section with select marketing leaders sharing first-person perspectives on AI’s role in their organisations.

Amiya Swarup, Partner, Marketing Advisory Services, EY, says: “The AI Marketing Maturity Study shows that use cases are beginning to deliver measurable business impact for many Indian marketers. However, maturity levels vary significantly across the marketing value chain. While adoption has scaled rapidly in content and creative, several other use cases are now at an inflexion point for broader adoption. The findings suggest that the next phase of progress will be defined less by experimentation and more by the ability to build connected, end‑to‑end marketing ecosystems that translate AI investment into sustained and measurable business impact.”

Key Findings: Where AI Is, and Isn’t delivering

Across the four pillars, 84–88% of adopters are already reporting medium to high business impact.

The 5 Signals Are Clear

1. Creative is the entry point: Most evolved use case, yet 65% still rely on stand-alone AI tools

2. Measurement is the pressure point: Demand for real-time, trusted insights is pushing 50% to build in-house capabilities

3. Propensity is the maturity marker: With 57% full-stack integration, it best signals emerging AI maturity

4. Journeys are in transition: 54% have full stacks, but customer and sales use cases remain agency-supported

5. AI has moved from promise to performance: Across all four pillars, 85% report medium to high business impact

What This Report Does for Your Organisation

The AI Marketing Maturity Study is an action-oriented resource designed to help marketing leaders move from awareness to execution:

● Benchmark your AI maturity across key marketing functions against industry peers

● Identify capability gaps and areas needing alignment or investment

● Learn from practical industry perspectives and validated use cases

● Define clear priorities and actionable next steps in your AI journey

● Understand how peers across 11+ verticals apply AI across the full marketing value chain