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.

The release of the full report follows the initial installments of the study’s early findings, which ACAM co-founder Douglas Nicol and NRMA GM of marketing and propositions Kate McBean discussed with Mi3 in May.

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.

Research from Harvard Business School suggests that AI can boost productivity by 25% and improve work quality by 40% in knowledge-based tasks. 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 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: “Marketers believe in the potential of AI, but many are flying blind. 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.”

Nicol further stated, “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.”

Sian Chadwick, general manager, marketing at ANZ Bank and ACAM AI Pioneer, added: “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 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.