Kantar joins ACAM as marketers move beyond AI experimentation

The Australian Centre for AI in Marketing has partnered with Kantar to expand its national benchmark on AI use in marketing.

Kantar joins as strategic research and insights partner for the next phase of the initiative, alongside IBM, which continues as the benchmark’s founding and primary enterprise partner.

Now in its second year, the benchmark has more than doubled participation from senior marketers, reflecting growing pressure on CMOs to understand AI readiness, governance and transformation progress.

The 2026 study includes input from marketing leaders across financial services, retail, technology, telecommunications, government and not-for-profit sectors.

The report, due for release in July, is expected to show how organisations are shifting from AI experimentation into operational integration, governance frameworks and workforce capability.

SEE MORE: Most marketers still underprepared for AI, says ACAM

“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,” said Louise Cummins, CEO and co-founder of ACAM.

Cummins said this year’s benchmark shows common themes emerging across sectors, including governance, organisational redesign, capability development and the pressure to move from 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,” she said.

Karin Du Chenne, executive group director at Kantar Australia, said AI is already reshaping how brands grow, but many organisations are still working out how 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,” Du Chenne said.

“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.”