Moving AI from pilot to production starts with the data
AI adoption has moved quickly. McKinsey’s 2025 global survey found that 88% of respondents say their organizations regularly use AI tools in at least one business function, up from 78% the previous year, yet only 7% say AI is fully scaled across the organization, with 30% remaining stuck in the piloting phase.
CEO & Co-Founder at Adverity.
For marketing teams, this gap becomes even more obvious when an AI pilot meets the complexity of the existing data stack. A pilot can demonstrate what an AI model is capable of when it has a defined task and carefully selected data, but moving that capability into a live enterprise environment is often considerably harder.
The issue often sits beneath the model itself. Marketing data is spread across platforms, warehouses and internal systems, with different structures and definitions making it difficult for AI to establish what the numbers actually mean.
The pilot works...
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