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 find inside:
- Australia’s 2026 AI in Marketing maturity score
- The 6 Levels of AI Maturity
- The 7 maturity drivers behind progress
- Where roadmap, workflow, ROI and capability gaps are slowing scale
- What higher-maturity organisations do differently
- Why consumer AI behaviour is becoming a commercial test for brands
A few signals from the benchmark:
- 83% of organisations sit in the first three maturity levels
- 0 of 126 reached the top two levels
- Roadmap, Planning & Investment is the weakest maturity driver
Original research from ACAM, supported by Kantar.
