Adobe teams up with ACAM for strategic AI-focused marketing collaboration to mold the future of advertising technology.
In a defining moment for the marketing industry, the Australian Centre for AI in Marketing (ACAM) has entered into a three-year strategic supporter agreement with Adobe. This partnership aims to equip marketers across Australia with the tools, insights, and frameworks necessary to thrive in the rapidly changing landscape.
The collaboration, which will be officially launched on October 15 at Adobe's Sydney headquarters, will see the unveiling of a whitepaper titled The Marketing Team of the Future: Beyond Efficiency - The Rise of Intelligent, Growth-Obsessed Marketing Teams. Co-authored with leading CMOs, this whitepaper explores emerging roles, AI-powered capabilities, and ethical frameworks essential for long-term success.
The whitepaper will be launched during SXSW Sydney week, where Adobe serves as a sponsor. Following its release, there will be an exclusive gathering at SXSW Sydney Unlocked in Tumbalong Park. However, details about the specific leadership persons involved in the AI-Pioneers Circle of ACAM or those who will be exclusively present at SXSW Sydney Unlocked remain undisclosed.
Since its launch earlier this year, ACAM has rapidly established itself as Australia's leading centre for AI education in marketing. The partnership with Adobe will focus on scaling ACAM's programs to reach more marketers nationwide. To date, nearly 700 marketers have attended ACAM's educational events, and over 100 CMOs and senior leaders are actively engaged with ACAM.
Louise Cummins, co-founder of ACAM, expressed her excitement about the partnership, stating, "This partnership is a defining moment for the industry. Together, we will advance ethical, creative, and human-centric applications of AI across the Australian marketing industry."
Adobe, known for its focus on unifying creativity, marketing, and AI, is committed to giving marketers world-class tools to orchestrate the critical components of customer experience. Duncan Egan, Adobe's vice president of enterprise marketing, APAC and Japan, emphasised this commitment, saying, "Adobe empowers marketers to harness technology to create meaningful, memorable moments."
The partnership supports all marketers in Australia to navigate the evolving role of AI in marketing. Over 400 benchmarking reports have been downloaded, underscoring strong demand for practical, trustworthy knowledge in this area. SXSW Sydney week will feature insights from industry leaders, including Sian Chadwick, Simon Cheng, and Aaron Michie.
As the marketing landscape continues to evolve, this partnership between Adobe and ACAM promises to equip Australian marketers with the skills and knowledge they need to thrive in the new era.
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