Australian Centre for AI in Marketing has launched a new initiative aimed at helping not-for-profits move from AI curiosity to real-world application, as the sector grapples with capability and governance gaps.
The program, titled ‘Unlocking the Power of AI for Good’, is supported by IBM and designed to help organisations translate artificial intelligence into practical outcomes.
The four-week online series focuses on providing NFP leaders with clear use cases, responsible frameworks, and practical guidance to apply AI effectively.
It comes at a time when interest in AI is rising across the sector, but many organisations lack the clarity and structure needed to implement it meaningfully.
Built by the sector, for the sector
The initiative was developed through ACAM’s AI for Good Think Tank, bringing together organisations including Wayside Chapel, Gidget Foundation, Food Ladder, Pankind, Canteen, Variety – the Children’s Charity, Black Dog Institute, Barnardos, Autism Awareness and Lifeline.
The program is further supported by UNICEF Australia, World Vision and The Smith Family.
Balancing opportunity and risk
Doug Taylor, CEO of The Smith Family, said AI presents both opportunity and risk for the sector.
“AI presents a significant opportunity to better deliver the human outcomes not-for-profits are here for, but it also carries real risks if not applied thoughtfully,” he said.
“The focus must remain on using these tools to strengthen support for the people we serve, without creating further disadvantage.”
From experimentation to capability
Louise Cummins, ACAM founder, said the gap is no longer access to technology, but knowing how to use it.
She noted that while curiosity is high, many organisations are still working out how to embed AI into workflows in ways that align with purpose, ethics and trust.
Miki Luong, chief marketing and communications officer at IBM ANZ, added that the sector is moving from experimentation to capability.
She said the focus now is on ensuring AI is applied in ways that are practical, ethical and aligned to real-world impact.
The series launches on 6 May and will feature real examples and perspectives from organisations including Food Ladder, The Smith Family, UNICEF and Kantar.
Top Image: ACAM
Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.