Australian Centre for AI in Marketing launches to bridge industry knowledge gap

A group of marketing executives have launched the Australian Centre for AI in Marketing, a new initiative designed to help businesses navigate AI adoption and equip marketers with the skills to leverage the benefits from AI.

Founded by former World Vision CMO Louise Cummins, IBM CMO Jodie Sangster, former Deloitte CMO Rochelle Tognetti and former Capgemini strategy partner Douglas Nicol - the centre will focus on research, education, and real-world application of AI in marketing.

The launch comes as AI investment in Australia accelerates, with spending expected to reach US$8.3 billion by 2027, making it the second-largest AI market in the Asia Pacific region. Despite this growth, six in 10 marketers say they struggle to integrate AI tools, while 95% believe AI literacy will be essential within the next two to four years.

Cummins said the centre’s mission is to demystify AI for marketers and ensure they can confidently embrace the technology without losing sight of the human element in marketing.

“It is clear that AI can have a transformative impact and help reconnect us with the soul of what great marketing is about,” Cummins said. “However, this cannot be just technology-led, we need to also consider the human dimension that will fuel this transformation. When we talk to marketers, we sometimes hear fear and uncertainty and that holds our industry back.”

To help guide AI adoption across the industry, ACAM has formed the AI Pioneers Circle, a group of senior marketing leaders who will share their insights, learnings, and challenges in implementing AI. This advisory group includes executives from Woolworths, IKEA, Nine Entertainment, The Iconic, Menulog, Bluescope, Mirvac, and Red Cross Lifeblood.

Jeremy Weiss, CMO at Australian Red Cross Lifeblood, said AI presents a major opportunity, particularly for the not-for-profit sector, where technology can maximise efficiency and improve resource allocation.

“AI can help ensure every dollar is spent effectively,” Weiss said. “For Lifeblood, AI presents a unique opportunity to reimagine both the customer experience and how we work, driving greater impact for the community we serve.”

ACAM will operate as a for-purpose initiative rather than a membership-based organisation, offering free training, research, scholarships, and low bono consulting for not-for-profits.

To support the long-term sustainability of the centre, the founders have also launched AI Ready Consulting, a commercial arm that will assist businesses in practical AI integration and change management while funding ACAM’s broader industry initiatives.

Cummins said AI is set to reshape marketing as we know it, and ACAM’s goal is to ensure the industry embraces it responsibly and collaboratively.

“We have made a conscious decision not to make ACAM membership-based,” she said. “This isn’t about exclusivity, but about working together as an industry to navigate the seismic shift AI is bringing to our ways of working. AI is set to reshape marketing as we know it, and ACAM exists to ensure we do it right - together.”

ACAM’s first benchmarking study on AI in marketing will be released next month.