AI adoption: Aussie marketers lagging

AI Adoption in Australian Marketing: Challenges and Opportunities

Australian marketers are struggling to keep pace with AI adoption, with over half of marketing teams classified as 'Beginners' in AI maturity, according to a recent report by the Australian Centre for AI in Marketing (ACAM). The report highlights significant gaps in leadership, skills, and ethical frameworks, which are hindering progress in integrating AI into marketing strategies.

The AI Readiness Benchmarking Report

The inaugural AI Readiness Benchmarking Report, published by ACAM, surveyed 60 Australian CMOs to assess their AI readiness. The study introduced the AI Readiness Score, which evaluates teams across seven dimensions: strategy, skills, ethics, leadership, data, governance, and measurement. The findings reveal that 52% of marketing teams are at the 'Beginner' level, showing early interest in AI but minimal implementation.

"The report aims to provide a benchmark for Australian marketers to understand their AI readiness and identify areas for improvement," said Douglas Nicol, co-founder of ACAM. "We hope this will encourage marketers to view AI as a strategic opportunity for growth, rather than just a tool for cost reduction."

AI Readiness Score and Team Tiers

The AI Readiness Score categorizes marketing teams into three tiers: Beginner (52%), Emerging (40%), and Advanced (8%). Beginner teams show initial interest but lack implementation, while Emerging teams have momentum but face inconsistencies and leadership challenges. Advanced teams demonstrate strong leadership, strategic alignment, and integrated AI capabilities.

"The score is designed to help marketing leaders plan holistically across all dimensions of AI readiness," Nicol explained. "It's not just about technology; it's about culture, strategy, and ethical considerations."

Barriers to AI Adoption

The report identifies several barriers to AI adoption among Australian marketers. Time constraints, ethical concerns, and skills gaps are significant obstacles. According to the study, 61% of CMOs cite skills gaps as the primary challenge, while 48% lack an AI ethics or risk framework.

"AI readiness requires a strategic and cultural shift," Nicol emphasized. "Leaders need to view AI as a business opportunity for growth, not just a way to cut costs. This shift in mindset is crucial for overcoming the current challenges."

Priorities for AI Implementation

Despite the challenges, the report highlights areas where marketers are prioritizing AI implementation. Personalization (75%), analytics (80%), and process automation (88%) are top priorities, followed by customer research (61%) and strategy (27%). However, many teams are still unprepared for the ethical and governance risks associated with AI.

"Generative AI is becoming customer-facing, which increases the risk of brand damage if ethical guidelines are not in place," Nicol warned. "Marketers need to establish AI policies and frameworks to ensure alignment with their brand and business strategy."

The Future of AI in Australian Marketing

The AI Readiness Benchmarking Report marks the beginning of an annual assessment to monitor the progress of AI adoption in Australian marketing. ACAM intends to publish the benchmark annually, providing a roadmap for marketers to improve their AI readiness.

"Our goal is for every Australian marketer to confidently and clearly adopt AI," Nicol said. "By focusing on strategic alignment, ethical considerations, and skills development, marketers can transform AI into a powerful tool for growth and innovation."