The gap isn’t adoption. It’s integration.
Two minutes · No account
AI is one person's habit, not the team's.
Pockets of real use, nothing connected.
Work completes without being prompted.
Capacity plans assume the Agents.
Source: The Big AI Secret, maturity model.
AI feels like the electricity moment for our generation. Every sector, every role, every assumption is up for redesign.
Drawn from over 1,500 businesses, marketers and leaders, this flagship research is a candid look at how AI is really being used across sectors today. The finding underneath all of it is simple: the gap is not adoption, it is integration. Fewer than one in five organisations has AI genuinely embedded in how it works.
Research is underway into how agencies turn AI into team-wide value. Agencies adopted AI faster than any sector and hit its limits first: the most AI-mature sector is also the most fragmented. This Guide is being built live from interviews to map the disconnection tax, and how the agencies pulling ahead turn AI into capacity, without hiring.
Research is underway into commercial property and development, a sector of small teams, large value, and hard deadlines that do not move. That is the exact shape of work AI on triggers was built for. This Guide is being built live from interviews to map where AI can run unattended and what the firms that connect it stand to gain or are already gaining.
Two minutes
Every reader of the research asks the same thing: which one am I?