What's holding marketers back from AI?

Welcome to an audio edition from Unmade.Today: humAIn curator Cat McGinn talks to Jodie Sangster about her new co-venture aimed at upskilling CMOs with AI, the Australian Centre for AI in Marketing, and what’s stopping marketers from getting on board with AI transformation.If you’ve been thinking about upgrading to an Unmade membership, this is the perfect time. Your membership includes:* A complimentary ticket to all of Unmade’s events, including HumAIn (6 May 2025), REmade (23 Sept), Unlock (Oct 2025), and Compass Australia (Nov 2025);* Member-only content and our paywalled archives; * Your own copy of Media Unmade.Are marketers being left behind on their AI journeys?A new industry initiative, the Australian Centre for AI in Marketing, snappily abbreviated to ACAM, has been launched by four senior marketing leaders, including former ADMA CEO and IBM CMO, Jodie Sangster. In today’s audio-led post, HumAIn curator Cat McGinn sits down with Sangster to find out more about ACAM, its purpose, and whether success means being out of a job for the four founders. According to Sangster, despite the increasing availability of AI tools and investment in AI infrastructure, most marketers are not ready to implement AI in practice. Common barriers include a lack of time, limited understanding of how to apply the technology, and a general sense of scepticism after marketers have been burnt by years of overhyped digital solutions.ACAM’s founders claim it has been designed to address these issues by offering education, peer learning, and access to practical tools. Its structure includes a Pioneers Circle—a group of CMOs from a range of industries and AI maturity levels—created to facilitate open sharing of implementation experiences, challenges, and outcomes. The founders also offer a consultancy arm, but are at pains to distinguish the “for-purpose’ initiative, which Sangster describes as “a calling,” from the for-profit division. Sangster is clear that ACAM will not act as a policy maker or regulatory body, but will focus on translating evolving frameworks into practical guidance for marketers. “Our role is to help marketers understand how AI applies to their work and how to use it responsibly,” she said.Sangster doesn’t see the risk of ACAM putting itself out of business as an imminent threat. “We’re still at the very start of AI adoption,” she says. “This is about making sure marketers don’t get left behind.”Time to leave you to your Thursday.Good luck at tonight’s CommsCon Awards, for those who are in the running.We’ll be back with more soon.Have a lovely evening.Cat McGinnHead of Curated Content - Unmade [email protected] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit unmade.substack.com