Adobe collaborates strategically with ACAM to mold the marketing landscape with the aid of artificial intelligence
Adobe and ACAM Join Forces to Shape the Future of Marketing in Australia
In an exciting development for the Australian marketing industry, Adobe has partnered with the Australian Centre for AI in Marketing (ACAM) to launch a groundbreaking whitepaper titled The Marketing Team of the Future: Beyond Efficiency - The Rise of Intelligent, Growth-Obsessed Marketing Teams. The official launch will take place on October 15 at Adobe's Sydney headquarters during SXSW Sydney week, where Adobe serves as a sponsor.
The whitepaper, co-authored with leading CMOs, outlines a vision for the future of marketing, exploring emerging roles, AI-powered capabilities, and ethical frameworks. The event will feature insights from 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.
This partnership marks a significant step forward for ACAM, which has rapidly established itself as Australia's leading centre for AI education in marketing since its launch earlier this year. The collaboration aims to advance ethical, creative, and human-centric applications of AI across the Australian marketing industry.
Duncan Egan, vice president of enterprise marketing, APAC and Japan, Adobe, expressed his enthusiasm for the partnership, stating that Adobe aims to unify creativity, marketing, and AI, and give marketers world-class tools to orchestrate customer experience. He further added that the collaboration with ACAM is crucial to ensuring that marketers not only have the tools but also the frameworks and skills to thrive in a rapidly changing environment.
The AI Pioneers Circle, which includes executives from IKEA, Menulog, The Iconic, Bluescope, Swarovski, Mirvac, Woolworths, Foxtel, NRMA, AGL, and ANZ, supports ACAM. The partnership will scale ACAM's programs to reach more marketers nationwide, providing practical, values-driven insights and education.
To date, nearly 700 marketers have attended ACAM's educational events, and over 400 benchmarking reports have been downloaded, underscoring strong demand for practical, trustworthy knowledge in navigating AI's evolving role in marketing. More than 100 CMOs and senior leaders are actively engaged with ACAM, further emphasising the organisation's impact on the industry.
Louise Cummins, co-founder of ACAM, described the partnership as a defining moment for the industry, stating that it will help shape the future of marketing in Australia by fostering a culture of innovation, ethics, and creativity. An exclusive gathering of the whitepaper launch will take place at SXSW Sydney Unlocked in Tumbalong Park.
Adobe's support follows IBM's earlier backing of ACAM, signifying a growing recognition of the importance of AI education and ethical practices in the marketing industry. The partnership supports all marketers in Australia to have access to the tools, insights, and frameworks they need to thrive in the new era of AI.
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