AI Maturity Lagging in Australian Marketing Teams

AI Maturity in Australian Marketing Teams Lags Behind Expectations

The Australian Centre for AI in Marketing (ACAM) has released its inaugural AI Readiness Benchmarking Report, revealing that a significant majority of Australian marketing teams are struggling to achieve maturity in AI adoption. The report categorises 52% of teams as Beginners, showing interest in AI technology but limited practical implementation. This highlights a critical gap between enthusiasm for AI and the ability to effectively integrate it into marketing strategies.

The report introduces Australia's first AI Readiness Score, assessing teams across key dimensions such as skills, strategy, governance, ethics, data management, and leadership. While 40% of teams are classified as Emerging, making progress but facing challenges in planning and leadership confidence, only 8% have reached Advanced maturity. These Advanced teams demonstrate strong leadership and robust AI deployment capabilities, setting a benchmark for the industry.

Key Findings and Challenges

One of the most striking findings is that 83% of Chief Marketing Officers (CMOs) believe Generative AI (GenAI) will deliver a strong return on investment. However, this optimism is tempered by the fact that only 35% of organisations have leaders actively advocating for AI. This leadership gap is a significant barrier to AI adoption, as it hinders the strategic integration of AI into marketing operations.

Despite the challenges, 90% of respondents expressed a desire to shift marketing efforts from process-focused to growth-oriented, viewing AI as a key enabler of this transition. However, the report notes that 100% of marketing teams have a minority of members who remain sceptical of AI, while 77% are excited but cautious about its potential. This cautious enthusiasm reflects the complexities of AI implementation and the need for ongoing education and support.

Investment and Budget Allocation

The report highlights that 87% of Australian marketers have allocated budgets for GenAI in 2024, with 79% planning to increase their AI investment this year. Notably, half of these marketers anticipate budget increases of at least 25%, underscoring AI's growing importance in marketing strategies. However, this investment is not without its challenges, as 61% of CMOs report struggling with their team's AI skill levels, and 49% have concerns about regulatory and compliance issues.

Additionally, 41% of CMOs are concerned about the pace of AI implementation and action, indicating that while there is a strong willingness to adopt AI, practical hurdles remain. These challenges include the need for upskilling, addressing regulatory uncertainties, and ensuring that AI initiatives are aligned with broader business goals.

ACAM's Role and Future Outlook

ACAM aims to support Australian marketers in embracing AI through training, benchmarking, and community learning. The AI Readiness Benchmark will be published annually to track industry progress and provide insights into best practices. Douglas Nicol, co-founder of ACAM, commented on the findings, emphasising the importance of continuous learning and collaboration in driving AI adoption.

Sian Chadwick, general manager of marketing at ANZ Bank and an ACAM AI Pioneer, added insights regarding the barriers to AI deployment, highlighting the need for a holistic approach that addresses skills, leadership, and regulatory challenges. The full 2025 AI Readiness Benchmarking Report is available at www.acam.ai, providing a comprehensive resource for marketing professionals seeking to enhance their AI capabilities.

The Australian Centre for AI in Marketing is dedicated to helping marketing professionals understand and implement AI effectively. AI-Ready Consulting, the consulting arm of ACAM, supports businesses in applying AI strategies practically and sustainably, ensuring that AI adoption is aligned with long-term business goals and ethical considerations.