AI Maturity Lagging in Australian Marketing Teams
Source: mi-3.com.au
The Australian Centre for AI in Marketing (ACAM) has released its inaugural AI Readiness Benchmarking Report, categorising 52% of Australian marketing teams as Beginners in AI readiness, indicating interest in the tech but limited implementation.
The report introduces Australia's first AI Readiness Score for marketing teams, assessing maturity across various dimensions including skills, strategy, governance, ethics, data, and leadership.
Alongside the 52% categorised as Beginners, 40% of marketing teams fall into the Emerging category, showing progress but with notable gaps in planning and leadership confidence. Only 8% of marketing teams have reached Advanced maturity in AI readiness, demonstrating strong leadership and deployment capabilities.
Key Findings
The report highlights that 83% of Chief Marketing Officers (CMOs) believe Generative AI (GenAI) will deliver a strong return on investment. However, only 35% of organisations have leaders actively advocating for AI.
Additionally, 90% of respondents express a desire to shift marketing efforts from process-focused to growth-oriented, viewing AI as a catalyst for this change. Despite enthusiasm, 100% of marketing teams have a minority that remains sceptical of AI, while a majority of 77% are excited but cautious.
The report indicates that 87% of Australian marketers have allocated budgets for GenAI in 2024, with 79% planning to increase investment this year. Half of these marketers anticipate budget increases of at least 25% for AI, underscoring its growing role in marketing strategies.
However, 61% of Australian 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.
The quantitative research for the report was conducted with 60 Australian CMOs from medium and large organisations across various industries during April and May 2025.
ACAM's Aim
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.
Douglas Nicol, co-founder of ACAM, commented on the findings. Sian Chadwick, general manager, marketing at ANZ Bank and ACAM AI Pioneer, added insights regarding barriers to AI deployment.
The full 2025 AI Readiness Benchmarking Report is available at www.acam.ai. 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.