From Awareness to Transformation: Why Communicators Need an AI Maturity Model

Yesterday, during a cohort call with members of the Ragan Center for AI Strategy, I raised a concept I’ve been working with for some time: the Comms-Centric AI Maturity Model.

Why? Because while most communicators have experimented with AI tools like ChatGPT or Gemini, very few organizations have a roadmap for what comes next. Without one, it’s too easy to get stuck in experimentation mode—or worse, to mistake dabbling with strategy.

That’s where a maturity model comes in. It provides a clear way to benchmark where you are today, and more importantly, where you need to go.

The Comms-Centric AI Maturity Model

Level I: Awareness
Teams are just beginning to understand AI’s potential in communications. They may try ChatGPT occasionally, but there’s no strategy or direction yet.

Level II: Experimentation
AI tools are used sporadically for defined tasks—drafting, summarizing, maybe some light research. Training is ad-hoc and governance is minimal.

Level III: Integration
Communications teams begin structuring AI use into their workflows. Informal guidelines exist, staff start to receive early training, and oversight begins to take shape.

Level IV: Optimization
AI becomes tightly linked to communication workflows. Governance and ethical rules are in place, and teams are regularly trained and upskilled.

Level V: Innovation
AI is fully embedded across functions, driving strategy and even industry leadership. Advanced multi-agent workflows are in place, ROI is tracked systematically, and strong governance frameworks ensure ethical use.

Why It Matters for Communicators

On yesterday’s call, I heard the same tension many of us are experiencing: we’re eager to innovate, but cautious about trust, quality, and ethics. A maturity model helps leaders reconcile that tension by creating a shared language for progress.

It acknowledges that:

• AI is not autopilot; it’s a copilot that requires human oversight.

• Success isn’t just about adopting tools—it’s about integrating them responsibly into workflows.

• The endgame isn’t efficiency alone; it’s transformation, where AI enables communicators to deliver new kinds of value to their organizations.

Your Next Step

If your team is experimenting with AI but not sure how to advance, ask yourself:

• Where are we today on this model?

• What would it take to move one level higher?

• Do we have the policies, training, and governance in place to make that leap responsibly?

AI maturity is a journey. And like any journey, knowing the map makes all the difference.

👉🏽 Where would you place your team on this model right now—Awareness, Experimentation, Integration, Optimization, or Performance?

#AI #communications #leadership #futureofwork