Signature tool · CMO AI Spotlight
Marketing AI budget & readiness planner
Enter your total marketing budget (and revenue if you like), team size and your spend lines — people, agencies, media, martech and AI tools or usage — and say how much of each line is AI-related. Answer a seven-question readiness check. The tool calculates your AI share of budget and your marketing budget as a share of revenue, compares them with sourced benchmarks (for example Gartner's 15.3% average and 21.3% for AI-ready organizations), lists your readiness gaps and builds a reallocation plan from rules: it moves only the percentages you choose and splits them between readiness foundations and AI tools by how ready you are. It never invents a figure. The math runs in your browser; AI only explains the result.
Example data. Example: a mid-size B2B company. Replace every number with your own. ·
1 · Your budget
| Spend line | Amount ($) | AI-related % | Move % |
|---|---|---|---|
| People (salaries and contractors)AI share = AI specialists, prompt/ops roles, time spent on AI work. | |||
| Agencies and productionAI share = AI production or AI services your agencies bill you for. | |||
| Paid mediaUsually 0% AI. Ad platforms' AI bidding is part of the media cost, not AI spend. | |||
| Martech (licences)AI share = AI add-ons and AI tiers inside your platforms. | |||
| AI tools and usage (credits, tokens, agents)Stand-alone AI tools and usage-priced AI. Counts 100% as AI. | 100 | – | |
| Other (events, research, sponsorships) |
AI-related %: the part of a line that is AI (AI specialists, AI add-ons, AI agency work). Move %: how much of a line you are willing to move in the plan, for example unused martech licences or low-performing media. Both are your judgement.
2 · Readiness self-check
Answer for your marketing organization today. “Not sure” counts as a gap to check.
3 · Where you stand
AI share of budget vs benchmarks
No benchmarks are published yet. Your own numbers still work; benchmarks appear here once they are reviewed.
Your budget mix
4 · Readiness gaps and reallocation plan
- Partly Data & consent: Our customer and campaign data is connected, consented and trusted enough for AI to use.Fund or fix: Data and consent foundations (unify, clean, consent records)
- No Measurement: We can measure incremental impact (tests, holdouts or a marketing mix model), not just activity.Fund or fix: Measurement: experiments, holdouts or a marketing mix model
- Partly Team & skills: Most of the team has been trained on our approved AI tools and uses them weekly.Fund or fix: Training and an AI champions network
- Partly Brand safety & governance: We have an AI content policy, brand guardrails and an approval workflow that people follow.Fund or fix: Brand guardrails, AI content policy and approvals
- Partly Budget & stack: We know what our martech does, what we use, and which contracts have usage-based AI pricing.Fund or fix: Stack audit and usage controls (caps, alerts, owners)
Move from
- Agencies and production$240,000
- Paid media$120,000
- Martech (licences)$150,000
- Pool$510,000
Move to (Early: 70% to foundations)
- foundationData and consent foundations (unify, clean, consent records)$107,100
- foundationMeasurement: experiments, holdouts or a marketing mix model$71,400
- foundationTraining and an AI champions network$71,400
- foundationBrand guardrails, AI content policy and approvals$71,400
- foundationStack audit and usage controls (caps, alerts, owners)$35,700
- toolsAI tools and use cases with a measured pilot$153,000
AI share of budget: 6.3% today → 10.3% after the plan (total budget unchanged).
Illustrative assumption: The split between foundations and tools by readiness band, the example numbers and the move percentages are illustrative assumptions, not benchmarks. Use your own.
- ⚠️ You have usage-priced AI contracts without caps or alerts. Set a monthly cap, an owner and an alert before you scale use.
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