Australian marketers eager on AI but most lack readiness, report finds

Australian marketing leaders are displaying strong interest in Generative AI, but the majority of marketing teams remain at the early stages of adoption and preparedness, according to new research from The Australian Centre for AI in Marketing (ACAM).

The inaugural AI Readiness Benchmarking Report introduces Australia's first AI Readiness Score for marketing teams, providing a structured framework to assess maturity across skills, strategy, governance, ethics, data management, and leadership.

Benchmarking findings

The report, based on quantitative research involving 60 Chief Marketing Officers (CMOs) from a selection of medium and larger organisations, reveals that 52% of Australian marketing teams are classified as Beginners. These teams exhibit early interest in AI but lack established frameworks and implementation experience. Another 40% are considered Emerging, showing some advancement but with significant gaps in planning and confidence from leadership. Only 8% of teams have reached Advanced maturity, demonstrating strong capabilities in leadership, planning, and deployment of AI technologies.

"Marketers believe in the potential of AI, but many are flying blind," said Douglas Nicol, co-founder of ACAM. "They're rolling out tools without roadmaps, launching pilots without governance, and missing the opportunity to embed AI into business strategy. This Readiness Score gives the industry its first benchmark to measure progress and provides a clear call to action."

The report notes that while 83% of CMOs expect Generative AI to yield a strong return on investment, only 35% indicate their organisations have leaders actively advocating for adoption. Respondents are overwhelmingly eager to use AI as a means to redirect marketing focus toward growth, with 90% seeing AI as the catalyst for that shift. At the same time, every surveyed team contains a minority sceptical of AI adoption, contrasted with a majority (77%) who are both enthusiastic and cautious about AI's potential roles in marketing.

Investment and productivity trends

This upsurge in AI interest aligns with recent reports on marketing investment. Canva's 2025 State of Marketing & AI Report found that 87% of Australian marketing departments allocated budgets to Generative AI last year, and 79% intend to increase investment in the coming year. Half of respondents expect their budgets for AI to grow by at least 25%, signalling a broad commitment to integrating AI within marketing strategies for the long term.

Findings from Harvard Business School add further support, highlighting that effective AI deployment can boost productivity by 25% and improve work quality by 40% for knowledge-based tasks.

Challenges and concerns

Despite the positive outlook, significant barriers remain. The ACAM research shows that 61% of CMOs consider their team's AI skill levels insufficient for immediate deployment. Regulatory and compliance concerns affect 49% of those surveyed, and 41% worry about the rapid pace required for implementation.

Nicol added: "Australian marketers are highly motivated but underprepared when it comes to GenAI and that's a dangerous gap. And ACAM is here to help close it. If we don't build the skills, strategies and ethical frameworks needed to deploy AI well, we risk misusing a once-in-a-generation opportunity. This isn't about catching up with technology, it's about redefining the role of marketing to lead our organisations with confidence, creativity and accountability."

The report shows that non-technical factors play a significant role in effective AI adoption. Sian Chadwick, General Manager, Marketing at ANZ Bank and ACAM AI Pioneer, commented on the cultural and organisational challenges present in major enterprises.

Sian Chadwick said: "The benchmarking report surfaces what many large organisations are grappling with, the barriers to AI deployment aren't just technical, they're cultural. At ANZ, we recognise that building the right frameworks and capability takes time, especially in regulated environments. The challenge isn't about access to tools, but about fostering the mindset, trust, and cross-functional alignment needed to embed AI responsibly and effectively."

The survey sample consisted of 60 CMOs from a representative range of medium to large-scale companies in Australia, spanning all major industries, and was conducted over April and May 2025.

ACAM has stated its commitment to supporting Australian marketers in developing the necessary skills and strategies for effective and responsible AI adoption, with plans to update the AI Readiness Benchmark each year to monitor industry progress.