IBM joins forces with ACAM to upskill marketers in AI

IBM ANZ has joined the Australian Centre for AI in Marketing (ACAM) as a founding supporter, bolstering the industry-backed effort to prepare marketers for the growing influence of artificial intelligence.

Launched in March, ACAM is a national initiative designed to equip Australian marketers with the practical skills, tools and ethical frameworks required to confidently adopt AI technologies. IBM’s backing brings global credibility to the centre and will support the expansion of education and thought leadership programs.

IBM ANZ marketing and communications leader, Miki Luong, said IBM was proud to support ACAM in building a more capable, confident and ethical marketing industry.

"There’s a strong alignment in how we both approach AI – purpose-led, human-centred and grounded in trust,” Luong said.

With Australia forecast to spend US$8.3 billion on AI by 2027 - the second highest in the APAC region according to IDC, the skills gap among marketers is a growing concern. While 80% of CMOs believe AI will transform marketing within the year, many remain unprepared to lead that shift.

“This collaboration is about helping shape the future of marketing in Australia,” ACAM founder Louise Cummins, said. “IBM’s leadership in ethical AI makes them an ideal founding partner. Their support will allow marketers to experiment, learn and lead with confidence.”

ACAM’s founding team includes Louise Cummins (former CMO, World Vision), Jodie Sangster (former CEO, ADMA), Rochelle Tognetti (former Deloitte CMO and partner) and Douglas Nicol (former strategy partner, The Works at Capgemini).

A series of education events and AI-focused initiatives will be announced soon.