Australia’s AI landscape is expanding rapidly, with forecasts indicating a significant increase in spending, set to reach US$8.3 billion by 2027. To support this growth, the Australian Centre for AI in Marketing (ACAM) has secured IBM ANZ as a founding partner. Consequently, this collaboration is set to accelerate the adoption of AI by Australian marketers, equipping them with the necessary skills, tools, and ethical frameworks to successfully navigate the AI revolution.
Empowering Australian Marketers with AI Education
Launched in March 2025, ACAM is a national initiative designed to provide Australian marketers with the training and resources needed to harness the power of AI. Through IBM’s support, ACAM aims to expand its educational offerings and enhance its thought leadership initiatives, which are pivotal in shaping the future of AI in marketing. The goal is not just to drive technical AI capabilities but to build an ethically grounded, purpose-driven marketing ecosystem.
AI Spending Forecast and the Growing Need for Skilled Marketers
Australia is set to become Asia-Pacific’s second-largest AI spender by 2027. While 80% of CMOs see AI’s potential, many feel unprepared. IBM’s partnership with ACAM aims to close this gap with practical and ethical AI education.
IBM’s Commitment to Ethical AI and Education
Miki Luong, marketing and communications leader at IBM ANZ, emphasized the alignment of IBM’s mission with ACAM’s vision: “We’re proud to support ACAM in building a more capable, confident, and ethical marketing industry. There’s a strong alignment in how we both approach AI—purpose-led, human-centered, and grounded in trust.”
This collaboration highlights IBM’s leadership in promoting ethical AI and ensuring that AI technologies are used responsibly in marketing. As businesses increasingly rely on AI to drive decision-making and marketing strategies, IBM’s support enables ACAM to nurture a new generation of marketers who are not only tech-savvy but also ethically aware.
The Importance of Ethical and Inclusive AI Training
Louise Cummins, founder of ACAM, reinforced the significance of this partnership in shaping the future of marketing in Australia. “This collaboration is about helping to shape the future of marketing in Australia. IBM’s leadership in ethical AI positions them as an ideal founding partner,” she stated.
ACAM, staying tech-agnostic, focuses on helping marketers use AI effectively and ethically. With IBM’s support, it offers a platform for hands-on learning, best practices, and leadership in an AI-driven world.
Founders Behind ACAM: Driving AI Innovation in Marketing
Leading Australian marketing experts, including Louise Cummins, Jodie Sangster, Rochelle Tognetti, and Douglas Nicol, founded ACAM. Their combined expertise drives ACAM’s mission to foster AI literacy and leadership among marketers across the country.
Conclusion: A Future-Ready Marketing Industry
As AI reshapes marketing, ACAM’s partnership with IBM equips Australian marketers with the skills and tools to thrive. Moreover, this collaboration ensures a future-ready workforce, prepared to use AI effectively and ethically.
