ACAM – The Australian Centre for AI in Marketing has launched AI-Results Transformation (ART).
This launch positions it as Australia’s first end-to-end leadership system designed to embed AI into marketing performance.
The system is built to equip chief marketing officers and senior marketing leaders with a structured approach to AI adoption, focusing on governance, capability and measurable commercial outcomes.
Closing the execution gap
The launch follows ACAM’s national AI Readiness Benchmarking Report, which identified, in its words, a widening execution gap across the industry.
While 83% of CMOs expect AI to deliver a strong return on investment, only 8% of marketing teams are currently operating at an advanced level of AI maturity.
Louise Cummins
Louise Cummins, ACAM CEO and co-founder, said the issue is not enthusiasm for AI, but structure.
“Over the past 12 months, we’ve seen AI move from curiosity to operational necessity at extraordinary speed. Marketing leaders are being asked to deliver productivity gains, protect brand integrity and demonstrate commercial return simultaneously. The challenge is not enthusiasm, it’s structure. Organisations need clarity around decision rights, governance guardrails and investment priorities if AI is to deliver sustainable value,” Cummins said.
From experimentation to measurable outcomes
Developed by senior marketing leaders with more than a century of combined C-suite experience, ART is technology-agnostic and designed to scale across organisations of varying sizes.
The system operates across three integrated components, combining governance, risk and ethics with capability building and performance measurement.
At its core is a proprietary AI-ready diagnostic that assesses maturity across seven pillars, including leadership, capability, data readiness and measurement. The output is a board-ready dashboard that maps maturity levels, priority risks, and investment sequencing.
ART also includes a dual-track capability layer aimed at aligning executive teams while uplifting marketing functions, alongside an eight-week learning pathway supported by an AI-Ready Hub to embed AI across the marketing lifecycle.
A transformation architecture links AI initiatives directly to ROI, brand protection and commercial outcomes.
Early adopters
Online fashion and sports retailer THE ICONIC is among the first organisations to implement the system.
Joanna Robinson
Joanna Robinson, chief marketing officer at THE ICONIC, said governance and capability must scale alongside adoption.
“The pace at which AI is reshaping marketing makes it critical that we build capability and governance at the same time as we scale its use. At THE ICONIC, our priority is ensuring our teams can use AI responsibly and intelligently to enhance customer interactions, from discovery through to delivery and service. Implementing the ART system gives us a structured way to equip and enable our people to translate this emerging technology into more relevant, seamless experiences for our customers,” Robinson said.
Cummins added that many organisations remain stuck in pilot mode.
“Since we launched ACAM in March 2025 we’ve worked alongside more than 1,000 marketing leaders and observed a consistent pattern; organisations running isolated AI pilots, but few have integrated systems to translate experimentation and lack a clear pathway to scale or measure value. What CMOs need now is visibility across risk, capability and performance so AI becomes a long-term growth lever rather than a fragmented experiment.”
Top Image: ACAM