The 2026 ACAM Australian
AI in Marketing Benchmark Report
Closing the AI Maturity Gap
Australian marketing has moved beyond AI experimentation. The question now is whether teams have the maturity to turn AI activity into measurable advantage.Based on responses from 126 Australian CMOs and senior marketing leaders, the report reveals where the industry sits, what is holding scale back, and what CMOs should focus on next.
What you'll learn
• Where Australian marketing teams sit on the AI maturity curve
• The capability gaps preventing organisations from scaling AI
• The seven drivers of AI maturity
• The practices that distinguish high-performing organisationsWhat the latest benchmark means for your organization
• The capability gaps preventing organisations from scaling AI
• The seven drivers of AI maturity
• The practices that distinguish high-performing organisationsWhat the latest benchmark means for your organization
Key findings
• 83% of organisations remain in the early stages of AI maturity.
• None of the 126 organisations assessed reached the highest levels of AI maturity.
• Roadmap, Planning & Investment is the capability holding most organisations back.
• None of the 126 organisations assessed reached the highest levels of AI maturity.
• Roadmap, Planning & Investment is the capability holding most organisations back.
Original research from ACAM, supported by Kantar.
Acknowledgement of Country
At the Australian Centre for AI in Marketing (ACAM), we acknowledge the Traditional Custodians of the lands on which we live, learn, and work across Australia. We recognise their deep and enduring connection to land, waters, and culture and pay our respects to Elders past, present, and emerging. We are committed to learning from First Nations knowledge and perspectives.
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