Kantar Adds Weight to Australian AI Insights Initiative

In Australia, Kantar has joined a benchmarking initiative aimed at understanding the use of AI in marketing. The global insight agency's local team joins IBM as partners of the Australian Centre for AI in Marketing (ACAM).

ACAM was launched in March 2025 and is dedicated to promoting responsible AI adoption in marketing, by means of benchmarking, governance frameworks, executive education and community learning. The body says the benchmarking exercise is a response to the increasing pace of AI transformation across organisational operations, governance, and workforce capability. IBM is the initiative's founding and primary enterprise partner.

This year's study features twice as many leading marketer participants as last, with inputs from CMOs and business leaders from a wide range of sectors including financial services, retail, technology, telecoms, government, and not-for-profit organisations.

'A year ago, most organisations were still experimenting with AI,' says ACAM CEO and co-founder Louise Cummins, 'but we are now seeing a much deeper focus on operational transformation, leadership readiness and workforce capability... 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.' She continues: '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.'

'Kantar brings a unique perspective to this partnership,' says Karin Du Chenne (pictured), who is Kantar Australia's Executive Group Director, '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.'

Web site: www.kantar.com .