SYDNEY, AUSTRALIA – The Australian Centre for AI in Marketing (ACAM) today launched AI-Results Transformation (ART), Australia’s first end-to-end leadership system designed to embed AI into marketing performance.
ART equips chief marketing officers and marketing leaders to leverage AI in marketing responsibly, providing a practical way to understand AI maturity, build capability and embed governance across the entire marketing function.
Online fashion and sports retailer, THE ICONIC is among the first organisations to implement the ART system. Joanna Robinson, chief marketing officer at THE ICONIC, said: “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.”
The launch follows ACAM’s national AI Readiness Benchmarking Report, which identified a widening execution gap throughout the industry. While 83 percent of CMOs expect AI to deliver strong return on investment, only eight percent of marketing teams currently operate at an advanced level of AI maturity.
Louise Cummins, ACAM CEO and co-founder, said: “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.”
Developed for marketers by senior marketing leaders with more than a century of combined C-suite experience, ART is technology and platform agnostic and is scalable for organisations of different sizes. As a phased operating system, it moves organisations beyond experimentation toward measurable, repeatable outcomes.
Across three integrated components, ART integrates governance, risk and ethics, with capability building and measurement, giving CMOs a clear framework for AI adoption and oversight.
At its heart is a proprietary AI-ready baseline diagnostic that assesses maturity in seven pillars, including leadership, capability, data readiness and measurement. The output is a board-ready dashboard, mapping maturity status, priority risks and investment sequencing. This is complemented by a dual-track capability layer to align executives and uplift teams; and a structured eight-week learning pathway supported by the AI-Ready Hub, designed to embed AI in the marketing lifecycle. Finally, a transformation architecture provides the practical delivery layer, combining workshops, frameworks and specialist partner support to link AI initiatives directly to ROI, brand protection and measurable commercial outcomes.
Cummins added: “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.”
