Jodie Sangster, Louise Cummins, Rochelle Tognetti, Douglas Nicol.
The Australian Centre for AI in Marketing (ACAM) has launched to help create a future where every marketer confidently understands, embraces, and benefits from AI.
Eight in ten Australian marketers are set to ramp up AI investment this year, with AI unlocking a 25% boost in productivity and a 40% leap in quality.
ACAM has been founded by Louise Cummins, former CMO of World Vision Australia; Jodie Sangster, former CEO of ADMA and CMO of IBM, Rochelle Tognetti, former Deloitte CMO and partner and Douglas Nicol, former strategy partner at The Works, part of Capgemini.
Cummins said it is clear that AI can have a transformative impact and help reconnect with the soul of what great marketing is about.
"However this cannot be just technology led, we need to also consider the human dimension that will fuel this transformation," Cummins said.
"When we talk to marketers we sometimes hear fear and uncertainty and that holds our industry back.
"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.”
ACAM has also created the AI Pioneers Circle, a collective of Australia’s leading CMOs to provide insight into AI adoption in marketing.
This group will include CMOs and executives from companies including Woolworths, IKEA, Nine Entertainment, The Iconic, Menulog, Bluescope, Mirvac and Red Cross Life Blood.
The AI Pioneers Circle will advise ACAM on tackling the barriers to AI adoption, such as people, culture, technology, risk, and hands-on learning.
Australia Red Cross Lifeblood CMO Jeremy Weiss said he is excited to be part of the AI Pioneers Circle.
"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," Weiss said.
"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 centre is not membership based but is a collaborative organisation committed to supporting the broader marketing community gain access to research, knowledge, and upskilling through research, scholarships, free training sessions, and low bono consulting to not for profits.
ACAM will be releasing the findings from its first benchmarking study next month.
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