The Australian Centre for AI in Marketing — ACAM has partnered with Kantar to expand its national benchmark on the use of AI in marketing.
Kantar joins as a strategic research and insights partner for the next phase of the initiative, alongside IBM, which continues as the benchmark’s founding and primary enterprise partner.
Now in its second year, participation by leading marketers has more than doubled, signalling growing urgency among CMOs and senior leaders to better understand AI readiness and progress in transformation.
AI moves from pilots to transformation
The expanded 2026 study includes input from CMOs and leaders across financial services, retail, technology, telecommunications, government and not-for-profit sectors.
The report, due for release in July, is expected to highlight shifts in how organisations approach AI adoption, governance frameworks, and operational integration compared with the inaugural study.
Louise Cummins, CEO and co-founder of ACAM, said marketing has shifted significantly over the past year.
“A year ago, most organisations were still experimenting with AI, but we are now seeing a much deeper focus on operational transformation, leadership readiness and workforce capability,” Cummins said.
“This is no longer just a technology conversation, it is a business transformation challenge.”
Cummins said the benchmark is showing common trends across sectors.
“What’s becoming increasingly clear through this year’s benchmark is that this is no longer simply a technology conversation.
“Across sectors, we’re seeing strong common trends around governance, organisational redesign, capability development and the pressure to move from isolated pilots into scalable transformation.”
Kantar joins the benchmark
Cummins said Kantar’s addition will strengthen ACAM’s research and insights capability.
“The addition of Kantar as our research partner strengthens the next phase of our benchmark and insights capability as we continue building the broader ACAM ecosystem alongside our strategic partners.”
Karin Du Chenne, Executive Group Director at Kantar Australia, said AI is already reshaping how brands grow, but many organisations are underestimating what it takes to convert AI capability into a competitive advantage.
“AI is already reshaping how brands grow, but most organisations are still underestimating what it takes to turn capability into competitive advantage,” Du Chenne said.
“The next phase of AI in marketing will be defined by who can embed it into decision-making, not just deploy it in pockets.”
Du Chenne said Kantar’s role will be to connect AI adoption with brand growth outcomes.
“That means moving beyond experimentation to evidence, beyond pilots to scaled impact, and ensuring AI is applied in ways that are effective, responsible and commercially meaningful.”
Top image: Karin Du Chenne and Louise Cummins