The Australian Centre for AI in Marketing (ACAM) has introduced a new educational initiative, AI-Ready for Marketers, aimed at equipping marketing professionals with the necessary skills to integrate AI into their strategies. The program is structured to guide marketers through a comprehensive journey from strategy formulation to execution.

AI-Ready for Marketers is designed to address the skill gaps identified in ACAM's AI Readiness Benchmark Report, which highlights that 52% of Australian marketing teams are at the beginner stage of AI adoption. Furthermore, 61% of these teams have identified a lack of skills as the primary obstacle to embracing AI technologies.

The program is targeted at both senior and emerging marketing leaders and includes a blend of online learning modules and live Q&A sessions. Participants will gain insights into the governance, application, and execution of AI in marketing over an eight-week period. The course is set to culminate with participants having developed a fully operational, AI-enabled marketing campaign ready for deployment.

ACAM co-founder and author of the program Jodie Sangster said, "This isn’t just theory, it’s practical, in-depth AI training built specifically for marketers. Participants don’t just learn how AI works, they see it in action across every stage of marketing and finish with a complete, AI-enabled campaign in hand."

The curriculum features contributions from subject matter experts affiliated with Monash University, IBM, Leopard, IPG MediaBrands, and Norton Rose. It encompasses learning across more than 10 AI tools, integrating enterprise-level strategy and real-world case studies. The program covers various aspects of AI in marketing, including strategy, segmentation, brand, creative, search, media, customer experience, measurement, and workflow.

ACAM co-founder Louise Cummins commented, "It was born from repeated requests for a deeper, more practical course. We didn’t want to replicate the standard training on the market, we wanted marketers to learn from real case studies, and to see technology providers themselves showcase their solutions."

The inaugural course is scheduled to commence on 22 October, with early bird pricing available until 5 October. The program is structured to maintain relevance through regular updates, weekly live Q&A sessions, and a cohort-based model designed to foster peer connections.

Cummins added, "To make sure it stays relevant, it will be refreshed regularly, with weekly live Q&A and a cohort-based model to build peer connection. We’re also expanding our content pipeline to continue supporting the industry long-term, and we’re also proud to offer discounts for not-for-profits and marketers between roles."

ACAM's broader mission is to support the Australian marketing sector in adopting AI through training, benchmarking, and community learning initiatives. The organisation also provides benchmarking studies, research, and thought leadership on responsible AI adoption. Additionally, AI-Ready Consulting, the consulting arm of ACAM, offers practical and sustainable AI strategy applications for businesses.