The Australian Centre for AI in Marketing (ACAM) has announced a three-year supporter agreement with Adobe, helping ensure its programs reach and support more marketers across Australia with practical, values-driven AI insights and education.
Through the partnership, ACAM and Adobe will jointly promote ethical, creative, and human-centric AI education and industry enablement to upskill and connect Australia’s marketing ecosystem.
Adobe and ACAM will kick off with the ‘The Marketing Team of The Future: Beyond Efficiency: The Rise of Intelligent, Growth-Obsessed Marketing Teams’ whitepaper, co-authored with leading CMOs, setting out a bold vision for the next era of marketing, from emerging roles and AI capabilities to the ethical guardrails needed for success.
The whitepaper will be released during SXSW Sydney week, where Adobe is a sponsor. The launch event will feature speakers 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.
“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 with Adobe, we’re supporting all marketers in Australia to have access to the tools, insights, and frameworks they need to thrive in this new era,” said Louise Cummins, co-founder of ACAM.
Since launching earlier this year, ACAM has grown into Australia’s leading centre for AI education in marketing. More than 100 CMOs and senior leaders are now actively engaged with ACAM, alongside a growing AI Pioneers Circle that brings together executives from brands including IKEA, Menulog, The Iconic, Bluescope, Swarovski, Mirvac, Woolworths, Foxtel, NRMA, AGL and ANZ. Demand continues to build, with almost 700 marketers attending ACAM’s educational events and more than 400 benchmarking reports already downloaded, underscoring the strong appetite for practical knowledge and guidance in this fast-evolving space.
“Adobe has always empowered marketers to harness 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,” added Duncan Egan, vice president of enterprise marketing, APAC and Japan, Adobe.
“Our collaboration with ACAM builds on this to ensure marketers not only have the tools, but also the frameworks and skills to thrive in a rapidly changing environment.”
Adobe joins IBM as the latest major global technology platform to back ACAM, reinforcing the centre’s mission to equip Australian marketers with the confidence, capability and ethical frameworks to lead in AI.
The Marketing Team of the Future whitepaper will be unveiled at an exclusive event on October 15 at Adobe’s Sydney headquarters. Guests will also be invited to join Adobe at SXSW Sydney Unlocked in Tumbalong Park afterward.
