SYDNEY, AUSTRALIA – The Australian Centre for AI in Marketing (ACAM) has announced a landmark three-year strategic supporter agreement with Adobe, marking a pivotal step in advancing ethical, creative, and human-centric applications of AI across the Australian marketing industry.
The collaboration will focus on scaling ACAM’s programs to reach more marketers nationwide, equipping them with practical, values-driven insights and education. Together, ACAM and Adobe aim to foster responsible adoption of AI, enabling marketing professionals to innovate with confidence while adhering to ethical guardrails.
As the first initiative under the partnership, ACAM and Adobe will unveil The Marketing Team of the Future: Beyond Efficiency – The Rise of Intelligent, Growth-Obsessed Marketing Teams, a whitepaper co-authored with leading CMOs. The paper outlines a bold vision for the future of marketing, exploring emerging roles, AI-powered capabilities, and the ethical frameworks necessary for long-term success.
The whitepaper will be launched during SXSW Sydney week, where Adobe serves as a sponsor. The event will feature insights from industry leaders, including Sian Chadwick, General Manager Marketing, Australia at ANZ; Simon Cheng, CMO of Menulog; and Aaron Michie, Head of Marketing Operations, Transformation and Strategic Programs at Foxtel.
Louise Cummins, co-founder of ACAM, said “This isn’t just a partnership, it’s a defining moment for the industry. Marketers aren’t debating whether to use AI anymore, the real question is how to do it responsibly, creatively, and with confidence. By partnering withAdobe, we’re supporting all marketers in Australia to have access to the tools, insights, and frameworks they need to thrive in this new era.”
Since its launch earlier this year, ACAM has rapidly established itself as Australia’s leading centre for AI education in marketing. More than 100 CMOs and senior leaders are actively engaged with ACAM, supported by the growing AI Pioneers Circle, which includes executivrdes from IKEA, Menulog, The Iconic, Bluescope, Swarovski, Mirvac, Woolworths, Foxtel, NRMA, AGL, and ANZ. Nearly 700 marketers have attended ACAM’s educational events to date, with over 400 benchmarking reports downloaded – underscoring strong demand for practical, trustworthy knowledge in navigating AI’s evolving role in marketing.
president of enterprise marketing,
APAC and Japan, Adobe
Duncan Egan, vice president of enterprise marketing, APAC and Japan, Adobe, said “Adobe has always empowered marketers toharness technology to create meaningful, memorable moments. We are focused on unifying creativity, marketing, and AI, and giving marketers world-class tools to orchestrate the critical components of customer experience. Our collaboration with ACAM builds on this toensure marketers not only have the tools, but also the frameworks and skills to thrive in a rapidly changing environment.”
Adobe’s support follows IBM’s earlier backing of ACAM, further cementing the centre’s mission to provide Australian marketers with the confidence, capability, and ethical foundations to lead in an AI-driven era.
The Marketing Team of the Future whitepaper will be officially launched on October 15 at Adobe’s Sydney headquarters, followed by an exclusive gathering at SXSW Sydney Unlocked in Tumbalong Park.
