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Our Team
ACAM Accredited Advisors
Lead Instructors & Specialist Advisors
Our Founding Story
In March 2025, Louise Cummins, Jodie Sangster, Rochelle Tognetti and Douglas Nicol established the Australian Centre for AI in Marketing (ACAM) to combine proprietary intelligence with practical expertise to help marketing leaders and teams move from AI experimentation to sustained adoption and measurable value.
The four founders brought complementary experience across marketing leadership, education, research and consulting. They set out to bring research, education, practical support and an industry community together, working towards a future where AI enables better marketing, creates measurable value for organisations and enables more valuable human work.
Together, they built ACAM as an organisation focused on supporting the marketing profession through change.
Louise Cummins
Co-founder
Louise led the establishment of ACAM’s business and operations, bringing together its strategic direction, marketing and early commercial development. She helped translate the vision into a practical offering and build the relationships needed to bring it to market.
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Jodie Sangster
Co-founder
Jodie helped establish ACAM’s education and industry engagement foundations, including its Pioneers Group. She brought experience in marketing, AI and governance to help shape how ACAM supported leaders and developed capability across the profession.
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Rochelle Tognetti
Co-founder
Rochelle contributed to establishing ACAM’s consulting offering and developing early business relationships. She brought a practical perspective on helping organisations apply AI to their marketing challenges.
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Douglas Nicol
Co-founder
Douglas helped shape ACAM’s research, insights and thought leadership foundations. He brought a strategic perspective on the implications of AI for marketing, helping establish the insights that would inform ACAM’s work.
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Industry Advisors
Empowering Marketers Through AI
It all started with a conversation. As marketers, we saw AI transforming our industry at lightning speed - but something was missing. There was a gap. Marketers needed practical guidance to use AI effectively, ethically, and in a way that supports their teams. So, we built ACAM -a community-driven initiative to help marketers navigate AI while keeping the heart and creativity of great marketing alive.
Our mission is simple but powerful - to demystify AI and make it accessible to every marketer in Australia. We believe that marketing has become too much about process and not enough about good marketing that drives incremental growth. This is a one in a generation opportunity to reduce the process load and make marketing and our careers better.
Our Vision: To create a future where every marketer in Australia confidently understands, embraces, and benefits from AI, driving better results for themselves, their company and the industry.
Our mission is simple but powerful - to demystify AI and make it accessible to every marketer in Australia. We believe that marketing has become too much about process and not enough about good marketing that drives incremental growth. This is a one in a generation opportunity to reduce the process load and make marketing and our careers better.
Our Vision: To create a future where every marketer in Australia confidently understands, embraces, and benefits from AI, driving better results for themselves, their company and the industry.
Our Purpose
At ACAM, our purpose is to help marketing leaders embed AI as strategic infrastructure — not just a tool, but a capability that reshapes how teams think, operate and create value.
We make AI adoption practical, ethical and commercially accountable.
We bring independent research, real-world insight and clear guardrails to the biggest questions shaping our industry — so marketers move beyond experimentation and lead responsibly.
We remain pro-purpose: blending commercial work with reinvestment into education, advocacy and measurable social impact.
We make AI adoption practical, ethical and commercially accountable.
We bring independent research, real-world insight and clear guardrails to the biggest questions shaping our industry — so marketers move beyond experimentation and lead responsibly.
We remain pro-purpose: blending commercial work with reinvestment into education, advocacy and measurable social impact.
What we delivered in 2025
Foundations Built. Guardrails Established. Community Mobilised.
Education & Research
• Delivered 10+ free webinars reaching nearly 1,000 marketers.
• Published Australia’s first AI Readiness Benchmarking Report and supporting whitepapers to guide structured adoption.
Advocacy & Ethical Leadership
• Co-authored the AI and Future Generations whitepaper (featured at SXSW).
• Advanced gender equity through scholarships and thought leadership.
• Contributed to academic research on AI’s environmental and societal impact.
Pro Bono & Low Bono Impact
• Supported NFPs through consulting and education.
• Partnered with CCS Fundraising to deliver free sector training.
• Launched early-stage NFP think tank initiatives to identify capability gaps.
Education & Research
• Delivered 10+ free webinars reaching nearly 1,000 marketers.
• Published Australia’s first AI Readiness Benchmarking Report and supporting whitepapers to guide structured adoption.
Advocacy & Ethical Leadership
• Co-authored the AI and Future Generations whitepaper (featured at SXSW).
• Advanced gender equity through scholarships and thought leadership.
• Contributed to academic research on AI’s environmental and societal impact.
Pro Bono & Low Bono Impact
• Supported NFPs through consulting and education.
• Partnered with CCS Fundraising to deliver free sector training.
• Launched early-stage NFP think tank initiatives to identify capability gaps.
What we’re delivering in 2026
ACAM’s national benchmarking reveals that only 8% of Australian marketing teams are AI-advanced, while nearly half remain at the beginner stage. Meanwhile, the AI-Ready Executive Education Program found that 70% of digital transformations fail when not led from the top - the technology is advancing faster than leadership capability.
This workshop bridges that gap. You’ll gain the insights, frameworks, and confidence Australia’s most progressive CMOs and business leaders use to build adaptive, AI-enabled organisations and high-performing teams.
This workshop bridges that gap. You’ll gain the insights, frameworks, and confidence Australia’s most progressive CMOs and business leaders use to build adaptive, AI-enabled organisations and high-performing teams.
Our Supporter Principles
When ACAM is approached by potential supporters we will always be transparent with our community and with our partners. Our key supporter principles are:
Technology Agnosticism
We are and will always be technology agnostic. Our core mission is to demystify AI, share knowledge, and make it accessible for every Australian marketer, regardless of their experience or budget.
No Endorsements or Recommendations
We will never officially recommend or endorse a platform or company. However, supporters may demonstrate their solutions to our audience through education or events.
Ethical Support & Alignment
We will accept supporter payments or ‘in kind’ support to help us fund our activities subject to meeting our ethical standards and clear brand alignment with our mission to help Australian marketers be better marketers through AI adoption.
Powered by Strong Leadership
At the heart of ACAM is the AI Pioneers Circle—a collective of Australia’s leading CMOs who provide insight, direction, and real-world experiences to guide AI adoption in marketing. They are at different stages of their AI journey, openly sharing their learnings, challenges, and successes to help others navigate AI with confidence and clarity.
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.
© 2026 ACAM. All rights reserved.