Why You Need a Structured AI Approach

AI and agents have the potential to transform marketing and sales operations, but without a clear plan it often results in scattered experiments that fail to deliver lasting value. The challenge is not just choosing the right AI tools. It is about knowing where they will make the biggest difference, preparing your people and processes to use them well, and expanding adoption without adding risk or complexity.

The AI Adoption Framework gives you a proven, step-by-step approach for making that happen. It helps you identify where AI will create the most value, match each use case to your current readiness, and integrate AI into your operations in a sustainable way.

Meeting human with AI

Principles Behind the Framework

The framework is built on principles that align with every Chapman Bright engagement:

Keep people in control to guide decisions and ensure quality
Build adoption and capability from the start, not as an afterthought
Integrate AI into connected, automated processes to maximise efficiency and impact
Measure and optimise performance continuously
Expand in stages so each step creates value and readiness for the next

AI Automation Potential Scan

From First Use Case

to Scaled Adoption

Start Simple

Identify and launch a small number of low-complexity, high-value AI use cases. Focus on those that integrate smoothly with your existing marketing automation, lead management, or campaign operations. Build early confidence through quick wins and measurable results.

Scale with Structure

Use our AI complexity models to plan the right order for expansion. Introduce AI into more advanced workflows. E.g. agent-assisted lead qualification, personalised content generation, or AI-enabled sales enablement. Combine adoption planning, governance, and performance tracking to ensure every new capability delivers real business impact.

Embed and Optimise

Make AI part of business-as-usual. Integrate AI-driven agents across platforms, use continuous feedback loops to refine performance, and explore multi-agent orchestration for even higher levels of efficiency and adaptability.

How It Fits With the 6-Stage Automation Path

The AI Adoption Framework works hand-in-hand with the 6-Stage Automation Path. While the automation path shows how to progress from foundational readiness to hyper automation, the AI Adoption Framework focuses on the AI-specific capabilities that can accelerate that journey.

The AI Adoption Framework

1. AI Training Complexity Stages

AI Training Complexity Stages. AI Adoption Framework.

2. Workflow Complexity Spectrum

Workflow Complexity Spectrum. AI Adoption Framework.

3. AI Use Case Complexity Matrix

AI Use Case Complexity Matrix. AI Adoption Framework.

4. Strategic AI Learning Roadmap

Strategic AI Learning Roadmap. AI Adoption Framework.

take-away

Your Takeaways

A clear AI adoption roadmap tied to business priorities and automation maturity
Validated use cases that balance complexity, readiness, and impact
Built-in governance and adoption plans
AI capabilities that free your team to focus on higher-value work while maintaining quality and compliance

Use case workshop

AI Readiness Schedule

Start with an

AI Pilot Schedule

Wouter Hartman – Head of Marketing Excellence – Staples “By means of in-depth interviews and workshops we mapped the IT landscape and defined the Automation Roadmap. Their deep experience and expertise resulted in finding several high value use cases (e.g. Improve call-to-deal-ratio).”