Australian AI marketing benchmark expands with Kantar

The Australian Centre for AI in Marketing and Kantar have formed a research partnership on an Australian benchmark tracking the use of AI in marketing, expanding a national study now in its second year.

Kantar will serve as strategic research and insights partner in the next phase of the benchmarking programme, while IBM remains the founding and primary enterprise partner. The study examines how organisations are using AI across marketing, with this year's edition placing greater emphasis on operations, governance and workforce readiness.

Participation in the latest report has more than doubled from the previous edition, according to the organisations. The expanded study includes contributions from chief marketing officers and other senior leaders across financial services, retail, technology, telecommunications, government and not-for-profit organisations.

The broader sample is designed to show how AI maturity differs between sectors as organisations move beyond early trials. The next report is expected to examine changes in adoption, governance frameworks and operational integration since the inaugural study.

Broader shift

The announcement comes as businesses face pressure to turn AI projects into standard practice rather than keep them as ring-fenced experiments. In marketing, that has expanded the conversation beyond software tools to management structures, staff capability and oversight.

Louise Cummins, chief executive officer and co-founder of the Australian Centre for AI in Marketing, said the benchmark reflects that shift.

"A year ago, most organisations were still experimenting with AI, but we are now seeing a much deeper focus on operational transformation, leadership readiness and workforce capability. This is no longer just a technology conversation; it is a business transformation challenge.

"What's becoming increasingly clear through this year's benchmark is that this is no longer simply a technology conversation. Across sectors, we're seeing strong common trends around governance, organisational redesign, capability development and the pressure to move from isolated pilots into scalable transformation.

"The addition of Kantar as our research partner strengthens the next phase of our benchmark and insights capability as we continue building the broader ACAM ecosystem alongside our strategic partners."

Sector pressure

The organisations describe the benchmark as a reference point for marketing leaders seeking to measure AI readiness and compare progress. Rising participation suggests senior executives are trying to understand how far their organisations have moved from experimentation to more formal deployment.

For many organisations, that means governance and risk are moving closer to the centre of marketing strategy. It also points to a growing need to assess whether teams have the training and structures required to use AI consistently.

Kantar said its role in the partnership will bring a stronger focus on the commercial effects of AI adoption in marketing. The research group argues that businesses need better evidence of how AI use connects with brand performance and decision-making.

Karin Du Chenne, executive group director at Kantar Australia, said many organisations still lack a clear view of what broad adoption requires.

"AI is already reshaping how brands grow, but most organisations are still underestimating what it takes to turn capability into competitive advantage. The next phase of AI in marketing will be defined by who can embed it into decision-making, not just deploy it in pockets.

"Kantar brings a unique perspective to this partnership, linking AI adoption directly to brand growth outcomes. That means moving beyond experimentation to evidence, beyond pilots to scaled impact, and ensuring AI is applied in ways that are effective, responsible and commercially meaningful."

The Australian Centre for AI in Marketing was launched in 2025 and focuses on responsible AI adoption in marketing. Its work includes benchmarking, governance frameworks, executive education and community learning for organisations seeking to establish rules and standards for AI use.

The latest benchmark suggests the conversation in Australian marketing departments is shifting from interest in the technology itself to the organisational changes needed to manage it at scale.