Finding your starting point: Why understanding your AI maturity is critical before UNLEASH World

Every HR leader seems to be talking about AI transformation.

The pressure to implement artificial intelligence is intense—boards are asking about AI strategy, employees are experimenting with ChatGPT, and vendors are promising revolutionary solutions.

But here’s what our research with 600 HR professionals worldwide revealed: nearly half of organizations (46%) are still in the earliest phases of AI maturity, struggling with basic processes and governance while trying to implement advanced AI solutions.

This disconnect between AI ambitions and organizational reality leads to wasted investments, failed implementations, and frustrated stakeholders.

Before you head to UNLEASH World to explore the latest AI innovations, you need to understand exactly where your organization stands on the AI maturity continuum. Not where you think you are, or where you’d like to be, but where you actually are.

The five phases of AI maturity

Brandon Hall Group’s AI Maturity Model identifies five distinct phases of organizational AI readiness.

Each phase represents a specific combination of organizational state, governance maturity, people capabilities, process sophistication, and technology infrastructure.

Phase 1: Reactive/Ad Hoc (21% of organizations) – Organizations here are in crisis management mode. HR focuses on essential administration like payroll and compliance. There’s no formal AI governance, and any AI use is experimental and uncoordinated. Teams are small, overwhelmed, and learning through trial and error.

Phase 2: Standardized (25% of organizations) – These organizations have established consistent policies and procedures. Basic AI governance emerges, and pilot programs begin showing value. HR is seen as a service provider rather than just an administrative function.

Phase 3: Defined/Strategic (25% of organizations) – HR policies align with business goals. Organizations have comprehensive AI governance frameworks and are implementing AI at scale. Here’s the critical finding: organizations achieving strategic alignment with AI initiatives report universal success.

Phase 4: Managed/Transformational (13% of organizations) – HR operates as a proactive strategic partner. AI is deeply integrated across functions with mature governance and real-time risk management. Cultural transformation becomes achievable at this level.

Phase 5: Optimized HR Excellence (16% of organizations) – Continuous innovation defines operations. These organizations have autonomous AI governance and are recognized as industry thought leaders, setting benchmarks others follow.

Identifying your current phase of AI maturity

How do you know which phase you’re in?

Look beyond technology to examine four critical dimensions:

Organizational State: Are you constantly fighting fires (Phase 1), or do you have bandwidth for strategic initiatives (Phase 3+)? If your HR team spends most of its time on manual processes and reactive problem-solving, you’re likely in Phase 1 or early Phase 2.

Governance: Do individuals experiment with AI tools without oversight (Phase 1), or do you have established frameworks for AI decision-making (Phase 3+)? If employees are using consumer AI tools without enterprise security or ethical guidelines, you’re in the early phases.

People Capabilities: Is your team learning AI through trial and error (Phase 1-2), or do you have structured competency development programs (Phase 3+)? The presence of dedicated roles like AI-certified recruiters or People Analytics Specialists indicates Phase 3 or beyond.

Technology and Processes: Are you using spreadsheets and disconnected systems (Phase 1), or do you have integrated platforms with embedded AI capabilities (Phase 4-5)? More importantly, are your processes documented and standardized, or does everything depend on who handles it?

Why your maturity level matters at UNLEASH World

Your AI maturity phase should fundamentally shape your conference strategy.

Here’s why:

Phase 1-2 Organizations should focus on foundational elements. Skip the sessions on autonomous AI agents and multimodal interfaces. Instead, attend sessions on data governance, change management, and successful pilot programs. When talking to vendors, ask about implementation support, training programs, and integration with existing systems. Look for partners who understand the journey from manual processes to AI-enabled operations.

Phase 3 Organizations are ready to explore strategic AI applications. Attend sessions on scaling AI initiatives, advanced analytics, and workforce transformation. Your vendor conversations should focus on enterprise-wide deployment, ROI measurement, and building centers of excellence.

Phase 4-5 Organizations can pursue cutting-edge innovations. Explore sessions on autonomous AI, ethical AI leadership, and emerging technologies. Use vendor meetings to discuss custom solutions, strategic partnerships, and industry-leading practices.

The dangers of misalignment on AI

Pursuing AI solutions that don’t match your maturity level creates predictable problems.

Phase 1 organizations implementing advanced AI without proper governance risk compliance violations, security breaches, and employee resistance.

Phase 2 organizations attempting enterprise-wide AI deployment without integrated systems face data quality issues and integration nightmares.

Conversely, mature organizations limiting themselves to basic applications miss opportunities for competitive advantage. If you’re genuinely at Phase 4 but still focused on chatbots and resume screening, you’re leaving value on the table.

Accelerating your HR AI journey

Understanding your starting point enables acceleration strategies tailored to your phase:

For Phase 1-2 Organizations:

• Establish basic AI governance before expanding implementations
• Focus on data quality and system integration
• Build foundational AI literacy across your HR team
• Start with low-risk, high-value pilot projects
• Develop clear success metrics and communication strategies

For Phase 3-4 Organizations:

• Move from pilots to enterprise-scale deployment
• Develop advanced analytics capabilities
• Create AI innovation labs and experimentation programs
• Build strategic vendor partnerships for co-innovation
• Focus on workforce transformation and reskilling

For Phase 5 Organizations:

• Lead industry conversations on ethical AI
• Experiment with emerging technologies
• Share best practices and thought leadership
• Develop proprietary AI solutions
• Create new business models enabled by AI

How to make the most of UNLEASH World

Armed with honest self-assessment, you can navigate the upcoming UNLEASH World show strategically.

Before the conference, have frank discussions with your team about your true maturity level.

Document your current state across all four dimensions – organizational, governance, people, and technology.

Create a learning plan that matches your phase.

If you’re in Phase 1, don’t chase shiny objects – focus on building foundations. If you’re in Phase 4, don’t waste time on basic implementations you’ve already mastered.

During vendor meetings, be transparent about your maturity level. Vendors can provide more relevant solutions when they understand your starting point.

Ask phase-appropriate questions: Phase 1-2 organizations should probe implementation support and change management, while Phase 4-5 organizations should explore innovation partnerships and custom development.

The Path Forward

AI transformation in HR isn’t a race—it’s a journey that requires building each capability layer systematically.

You can’t skip from Phase 1 to Phase 4 by buying advanced technology. Sustainable transformation requires aligned progress across governance, people, processes, and technology.

The organizations succeeding with AI aren’t necessarily those with the biggest budgets or most advanced technology. They’re the ones that accurately assess their starting point and build systematically toward their goals.

As you prepare for UNLEASH World, resist the pressure to pretend you’re further along than you are.

There’s no shame in being in Phase 1 or 2—that’s where 46% of organizations find themselves. What matters is understanding your position and charting a realistic path forward.

Use the conference as an opportunity to accelerate from wherever you stand today.

Whether you’re establishing basic governance or pioneering autonomous AI systems, UNLEASH World offers resources for your journey. But only if you start from where you actually are, not where you wish you were.

The future belongs to organizations that build AI capabilities systematically and sustainably. Understanding your maturity level isn’t about limiting ambitions – it’s about ensuring your AI investments deliver real value rather than expensive disappointments.

Make that assessment before you arrive at UNLEASH World. Your future self will thank you.

Not got your pass for UNLEASH World yet? There’s still time – you can grab a pass here.