Creative intelligence is everywhere. Using it consistently is another story.
Winterberry Group surveyed 200 brand marketers across the US and UK to understand what separates the organizations experimenting with creative intelligence from the ones actually making it work at scale.
The answer isn’t simply better technology. The biggest differences show up in how teams work: testing roadmaps, dedicated budgets, shared processes, connected data and the ability to turn what they learn into the next creative decision.
The report maps five stages of creative intelligence maturity, from Lagging to Leading, so you can see where the market sits now, what best-in-class teams do differently and what it actually takes to move forward.
WHAT THE RESEARCH FOUND
6%
Use creative intelligence consistently across every stage they’ve adopted.
1%
Fully connect the capability, the data and the creative decisions that follow.
15%
Have a closed loop that feeds measurement back into the creative work.
91%
Expect their investment in creative intelligence to increase.
SEE WHERE YOU SIT
See what separates Leaders from Laggards, where most organizations get stuck and the practical changes that help teams move up the maturity curve.
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