Australian Marketers Embrace AI but Lack Readiness and Strategy, New Report Finds

Australian Marketers Embrace AI but Lack Clear Direction

Australian marketers are optimistic about AI's potential, yet many are moving forward without a clear plan. New research from The Australian Centre for AI in Marketing (ACAM) highlights this gap between enthusiasm and preparedness.

The AI Readiness Benchmarking Report reveals that while adoption of generative AI tools is picking up, most marketing teams remain at an early stage. Over half are classified as beginners—interested but with few practical applications or strategic guidelines in place.

Introducing the AI Readiness Score

ACAM has developed the country’s first AI Readiness Score to measure how mature marketing teams are in areas like skills, governance, ethics, leadership, and data management. The results show only 8% of teams have advanced readiness. The majority fall into either emerging (40%) or beginner (52%) categories.

“Marketers see the promise of AI but often deploy tools without a clear roadmap or governance,” said Douglas Nicol, ACAM co-founder. “This score offers a snapshot of where we stand and a push to build stronger strategies.”

Leadership Gaps and Mixed Sentiment

• 83% of CMOs expect a strong return from AI investments.
• Only 35% report active leadership championing AI adoption.
• Most teams face a mix of cautious optimism and vocal skepticism.
• 90% believe AI can shift marketing focus from execution to growth.

These findings align with Canva’s 2025 State of Marketing & AI Report, showing 87% of Australian marketers have budgets for generative AI in 2024, with many planning to increase investment by at least 25%.

Barriers to AI Progress

Despite the enthusiasm, clear challenges remain:

• 61% cite lack of in-house skills
• 49% highlight regulatory concerns
• 41% are worried about the speed of implementation

“There’s strong motivation but limited readiness, which puts marketers at risk,” Nicol said. “This isn’t just about catching up on technology—it’s about reshaping marketing’s role with confidence and accountability.”

Culture Over Tools

Sian Chadwick, ANZ Bank’s general manager of marketing and an ACAM AI Pioneer, agrees that cultural factors are key. “The barriers go beyond technology. Building the right frameworks and trust takes time,” she said. “It’s about mindset and cross-team alignment, not just access to AI tools.”

Looking Ahead

The report, based on surveys of 60 Australian CMOs from medium and large organisations, was conducted in April and May 2025. ACAM plans to release this benchmark annually to track progress.

For marketers ready to build AI skills and frameworks, exploring focused training can make a difference. Resources like Complete AI Training’s latest courses offer practical pathways to develop expertise and confidence in applying AI effectively.