Melbourne-based media agency Habitat M has unveiled a new guide titled ‘Where Marketing Meets AI’, targeting founders, CMOs, and senior marketers. The guide is designed to assist professionals in deploying AI for measurable impact in their marketing strategies.

The release of this guide comes amid a significant rise in AI adoption across various business functions. According to a recent global survey conducted by McKinsey, 78% of organisations now utilise AI in at least one business function, a substantial increase from 55% in the previous year. Marketing and sales have been identified as among the fastest adopters of AI technologies.

Habitat M’s guide categorises AI into three distinct types: Generative, Cognitive, and Agentic. Generative AI is employed for the creation of text, images, audio, and code, facilitating rapid content creation and experimentation. Cognitive AI is focused on interpreting, understanding, and predicting, thereby providing evidence-based decisions and insights. Agentic AI is designed to plan, decide, and act autonomously, effectively extending team capacity without the need to increase headcount.

The agency positions AI as a crucial growth lever, emphasising its ability to combine speed, clarity, and agility. Habitat M integrates human strategy with AI to support start-ups, challenger brands, and established businesses in achieving their marketing goals.

David Ross, Co-founder of Habitat M said, “AI is already the operating system of modern business. The real question isn’t if you’re using AI, but which type you’re using and how strategically you deploy it. That difference separates marketers who play around the edges from those who create competitive advantage.”

Ross emphasised the agency’s role in ensuring effective AI deployment for clients. “Our job is to ensure clients don’t just adopt AI, they make it work for their specific business outcomes. That means blending human strategy with the right machine intelligence, so every marketing dollar drives measurable impact,” he said.

Habitat M was founded by former Nine business directors Sam Brownbill and David Ross. The full guide is available for download on the agency’s website.