Top CMOs Launch Australian Centre for AI in Marketing

A group of top CMOs has launched the Australian Centre for AI in Marketing, formed an advisory group of top marketing leaders to help educate the market on AI, and created a consulting arm to assist businesses with AI adoption.

Former World Vision CMO Louise Cummins, ADMA CEO and IBM CMO Jodie Sangster, Deloitte CMO and partner Rochelle Tognetti, and The Works' strategy partner Douglas Nicol have founded the organisation to help marketers embrace and adopt AI, and "enhance their efficiency and performance through responsible AI adoption".

"When we talk to marketers we sometimes hear fear and uncertainty and that holds our industry back," Louise said.

"Our vision for the centre is to create a future where every marketer in Australia confidently understands, embraces, and benefits from AI, driving better results for themselves, their company, and the industry."

The launch includes the AI Pioneers Circle, a collective of CMOs and executives from the likes of Woolworths, IKEA, Nine Entertainment, The Iconic, Menulog, Bluescope, Mirvac and Red Cross Life Blood. The group will provided insight, direction, and real-world experiences on how to adopt AI in marketing, and advise ACAM on how to address barriers to AI adoption, including people and culture, and risk.

“I’m excited to be part of the AI Pioneers Circle and play an active role in helping every marketer in Australia fully leverage AI’s potential," said Jeremy Weiss, CMO at Australia Red Cross Lifeblood.

"This is especially vital in the not for profit sector, where AI can maximise team expertise, improve efficiency, and ensure every dollar is spent effectively. For Lifeblood, AI presents an unique opportunity to reimagine both the customer experience and how we work, driving greater impact for the community we serve.”

The ACAM founders have also launched AI Ready Consulting to help businesses apply AI strategies, and support ACAM's long-term initiatives.

“Our goal is to offer clear and actionable guidance on AI integration while preserving the essential human element in marketing," Louise added.

The centre is not membership based, and will provide research, scholarships, free training sessions, and "low bono" consulting to not-for-profits. It will also release the findings from its first benchmarking study next month.

“We have made a conscious decision not to make The Australian Centre for AI in Marketing membership based," Louise 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.”

According to Canva research, almost 8 in 10 Australian marketers plan to increase their investment in AI this year, as Australia is forecast to spend USD$8.3 billion on AI by 2027.