Each Guide maps how a whole team, not one enthusiast, deploys AI to deliver value across their entire business in a specific sector. The honest truth of where each sector stands today, and a clear path to increased productivity with AI working alongside their team.
Live figures
3,139
Contributors
1,639
Measured on the Index
41%
Explorers
5%
Transformers
Drawn from over 3,139 in-depth interviews and questionnaire responses. The Big AI Secret, Integration Index. Shares are computed from responses measured on the Integration Index. Updates automatically. Maybe* manages and funds The Big AI Secret.
9 minute read
Ask a room of business leaders whether they use AI and almost every hand goes up. Ask whether AI completes work in their business without someone starting it, and the room changes.
Read the article →8 minute read
Marketing and creative agencies were ahead of every other sector in our research. They are also the clearest illustration of why being ahead on adoption does not mean being ahead.
Read the article →6 minute read
One of the more uncomfortable findings in our research, particularly if you run something large.
Read the article →5 minute read
Every piece of research has a shape it cannot see past. Here is ours, before anyone else points it out.
Read the article →Before you dive in
Which stage is your business at? Two minutes to find out.
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 from continuing 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 from continuing interviews to map where AI can run unattended and what the firms that connect it stand to gain or are already gaining.