Understanding where AI creates real commercial advantage in digital commerce

Most organisations lack clear evidence of which AI capabilities truly deliver commercial impact

DCG’s independent benchmark delivers the first independent view of where AI is creating real commercial value across marketing and commercial execution – revealing how the industry is applying AI to drive growth, margin and competitive advantage in digital commerce. 

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"AI only matters if it drives growth and margin. We need clarity on what truly delivers commercial impact in digital commerce across marketing and commercial. That’s what DCG brings."

Prasanna Kumar
Global Digital Commerce Experience Director

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AI in Digital Commerce Benchmark

The AI in Digital Commerce Benchmark delivers industry-wide intelligence on how brand manufacturers are applying AI across the capabilities that drive growth, margin and competitive advantage in digital commerce. 

Extending beyond isolated pilots and experimentation, the benchmark reveals your organisation’s position relative to peers - helping leadership teams understand where to focus. 

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Maximise the impact of AI

AI is delivering pockets of value across digital commerce - but scaling it into consistent impact remains difficult.

DCG’s intelligence extends across three capability layers  required  to turn AI experimentation into tangible commercial advantage: 

Together, these capabilities determine whether AI continues on an experimental path - or becomes a sustainable driver of growth, margin and competitive advantage.

Who should participate?

Individuals 

Any leader responsible for AI, digital commerce,  marketing or commercial strategy can participate on behalf of their organisation. 

Professional and Enterprise 

The benchmark is designed to be completed cross-functionally with leaders responsible for AI strategy and execution across AI / Digital Leadership, Digital Commerce,  Marketing  and  Commercial. 

This cross-functional perspective delivers a complete view of how AI capabilities align across your organisation, and where capability gaps may limit commercial impact. 

All participants receive: 

  • A Digital Commerce AI capability maturity report – within 2 days 
  • Access to the industry benchmark report, revealing how AI is being applied across marketing, commercial and digital commerce

Leverage DCG’s advanced benchmark intelligence to understand how you compare vs. peers

Professional and Enterprise participation unlocks the full value of the benchmark by moving beyond an individual maturity view to a cross-functional assessment of your AI capabilities. 

Professional 

Professional participation enables stakeholder input across key functions, delivering a complete organisational view of AI capability development. Participants receive: 

  • Detailed peer benchmark results with granular scoring 
  • Comparison against industry peers 
  • Evidence-based opportunity prioritisation 
  • Custom recommendations grounded in independent peer intelligence 

Enterprise 

Enterprise participation includes full cross-functional benchmarking and executive engagement, helping leadership teams translate AI ambition into measurable commercial impact. 

In addition to Professional output, participants receive: 

  • An executive workshop aligning leadership teams around the highest-impact AI capabilities and investments 
  • Access to curated collaboration with non-competing industry peers 

Contact us to participate in Professional or Enterprise levels. 

Contact Us
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Participate to access the industry’s first independent intelligence on AI in digital commerce

All responses are strictly confidential and fully anonymised, with results reported only in aggregated industry form.

Participants receive their maturity audit report within 2 days of completing the benchmark, and exclusive access to the industry report upon release. 

Participate now
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