A I R E A D I N E S S S U R V E Y · FA L L 2 0 2 4 A N D B E Y O N D
AI Maturity Tiers A five-tier framework for understanding where people are with AI, and what they need to move forward.
Based on the five-tier framework used across Golin Ketchum's AI Readiness Survey. Each tier reflects a combination of mindset, skill, and opportunity, not simply time or effort invested.
01
TIER ONE
Novice
SURVE Y DE F IN ITIO N
Little to no knowledge. Doesn't use AI at work. W H AT T H I S L O O KS L I KE I N P R A C T I C E
MIND S ET
This person has not meaningfully engaged with AI tools in a professional context. They
Skeptical, avoidant, or simply unaware. The barrier is less about capability and more
may have a passing awareness that tools
about motivation or exposure. They may
like ChatGPT exist, but haven't experimented with them, even informally. AI
believe AI is primarily for technical roles, or worry that engaging with it signals
feels either irrelevant to their role, inaccessible, or vaguely threatening.
something about their job security.
C OMMON B A R R IER S
W H AT T H E Y N E E D
Lack of technical knowledge, difficulty
A low-stakes entry point. Short, role-
seeing practical applications, or ethical and
relevant demonstrations that make the value
job security concerns.
concrete. Peer examples from people doing similar work are more persuasive than topdown mandates.
Gol i n Ketchum AI Maturi ty Ti ers
Pag e 2
02
TIER TWO
Basic
SURVE Y DE F IN ITIO N
Aware of AI's potential. Minimal experience, mainly personal use. W H AT T H I S L O O KS L I KE I N P R A C T I C E
MIND S ET
This person has tried AI tools, probably ChatGPT or a similar consumer product, in a
Curious but hesitant. They see the potential but lack confidence in how to apply it
personal context. They understand
professionally. They may worry about
conceptually that AI can be useful but haven't made the leap to applying it in client
producing poor quality outputs, about data privacy, or simply about not knowing where
work or daily workflow. Usage is occasional and experimental rather than habitual.
to start.
C OMMON B A R R IER S
W H AT T H E Y N E E D
Time constraints, uncertainty about which
Structured starting points: prompt
tools are approved, and limited prompting
templates, worked examples tied to their
skills mean sessions are short and outputs often feel underwhelming.
specific role, and visible peer usage to normalize AI as part of daily work rather than a special activity.
Gol i n Ketchum AI Maturi ty Ti ers
Pag e 3
03
TIER THREE
Intermediate
SURVE Y DE F IN ITIO N
Uses approved AI tools at Golin Ketchum for basic tasks like research or drafting content. W H AT T H I S L O O KS L I KE I N P R A C T I C E
MIND S ET
AI has become a regular part of this person's workflow for a defined set of
Pragmatic adopter. AI has proven useful enough to stick with, but they're not yet
tasks, typically writing assistance, research
thinking about it strategically. They use it to
summaries, or brainstorming. They know which tools to use and have a working
do existing tasks faster rather than to do different or higher-value things. The
understanding of how to prompt them. Their use tends to be task-specific and
efficiency gains are real, but the effectiveness shift hasn't happened yet.
somewhat formulaic.
C OMMON B A R R IER S
W H AT T H E Y N E E D
Outputs sometimes feel generic or require
Prompting technique development: adding
heavy editing, which can erode confidence. They may not yet understand how context,
role context, iterating, chaining tasks. Also exposure to use cases beyond their current
persona, or chained prompting can
comfort zone, particularly strategic and
dramatically improve results.
client-facing applications.
Gol i n Ketchum AI Maturi ty Ti ers
Pag e 4
04
TIER FOUR
Advanced
SURVE Y DE F IN ITIO N
Regularly uses a variety of AI tools for specific aspects of the job. Actively seeks out new ways to use AI in their work. W H AT T H I S L O O KS L I KE I N P R A C T I C E
MIND S ET
This person has integrated AI meaningfully across multiple dimensions of their work,
Strategic experimenter. They've moved beyond efficiency and are starting to use AI
using different tools for different purposes
to do things that wouldn't have been
(Claude for strategic drafting and analysis, Copilot for document work, image tools for
possible or practical before. They think about AI as a capability multiplier, not just a
creative concepting). They experiment with new approaches and share what they learn
time-saver.
with colleagues.
C O M M O N B E H AV I O R S
W H AT T H E Y N E E D
Multi-tool usage, prompt iteration, use of AI
Exposure to more sophisticated techniques:
in client-facing work, proactive exploration
agentic workflows, custom instructions,
of new tools or features. Likely to bring AI thinking into briefs, planning sessions, or
evaluation frameworks for AI outputs, and opportunities to formalize and share their
team conversations without being asked.
knowledge. Peer learning and mentoring roles suit this tier well (see CoLearn).
Gol i n Ketchum AI Maturi ty Ti ers
Pag e 5
05
TIER FIV E
Expert
SURVE Y DE F IN ITIO N
Comprehensive understanding of AI in their role and for others on the team. Tests new ways to use approved tools or identifies new technology. Others look to them for AI tips. W H AT T H I S L O O KS L I KE I N P R A C T I C E
MIND S ET
This person operates as a de facto AI leader within their team or office. They
Multiplier. Their primary contribution is no longer just their own output quality, it's their
understand AI's capabilities and limitations
ability to raise the floor for those around
well enough to advise others, evaluate new tools critically, and shape how their team
them. They think about AI at a systems level, and are honest about failure modes
engages with AI.
and limitations, which makes their advocacy credible.
C O M M O N B E H AV I O R S
W H AT T H E Y N E E D
Mentoring colleagues, evaluating and piloting new tools, contributing to best
Strategic challenge and visibility. This tier benefits from being connected to broader
practice documentation, identifying novel applications in client work, and pushing the
transformation work: contributing to CoLearn, informing curriculum design,
boundaries of what approved tools can do.
advising on tool evaluation, or acting as office-level AI leads.
Gol i n Ketchum AI Maturi ty Ti ers
Pag e 6
A N O TE O N TIE R PRO GRE SSIO N
These tiers reflect mindset, skill, and opportunity, not just time or effort. Someone can be technically capable but stuck at Tier 3 because they haven't had the right prompts or use cases to push further. Equally, someone can advance quickly from Tier 2 to Tier 4 with the right peer exposure and structured practice.
T H E T I E R T H R E E P L AT E A U
The most common sticking point in Golin Ketchum's data: people who use AI regularly but narrowly, and haven't yet made the shift from efficiency-focused to effectiveness-focused use. This is the cohort most likely to benefit from targeted coaching and use case expansion.
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