Louise Cummins, Douglas Nicol, Jodie Sangster and Rochelle Tognetti. Credit: ACAM
Marketers concerned about the pace of AI-driven change are being told to reframe their anxiety as an opportunity, not a threat, in a report launched in Sydney.
The whitepaper, Marketing Team of the Future, is a joint effort between the Australian Centre for AI in Marketing (ACAM) and Adobe. It draws on research and insights from senior marketers at large local companies, including members of ACAM’s AI Pioneers group.
The paper acknowledges unease in the industry, from uncertainty around roles to confusion over how to begin using AI, but positions this as the start of a broader transformation, not a crisis.
“AI anxiety is real and understandable, but it’s also the beginning of transformation,” said Douglas Nicol, co-founder of ACAM.
“The key is not to fear substitution, but to embrace reinvention.
“The future of marketing belongs to those willing to upskill, experiment and build new human and AI partnerships that enhance creativity and performance.”
The report lays out nine principles for evolving marketing teams, placing cultural change on equal footing with technical skills.
It urges a shift in mindset, away from chasing tools and towards customer understanding and calls for psychologically safe environments that support experimentation with AI.
It also highlights the need for governance frameworks and data strategies that embed ethics and transparency into operations.
“Marketing is entering a once-in-a-generation transformation,” Nicol said.
“AI removes the burden of excessive process and administration, enabling teams to return to their intended centre of gravity, driving growth and lowering the cost of sale.
“The most successful marketing teams by 2027 will not just use AI, they will orchestrate it.”
According to the United Nations Labour Report 2025, just 3.3% of global jobs are at high risk of having most tasks automated by generative AI.
Marketing may face more change than this global average, but the report suggests that transformation, not job loss, should be the focus.
By 2027, marketing teams are expected to take on tasks like predictive brand strategy, automated consumer research, transparent media buying and Answer Engine Optimisation (AEO) in place of SEO.
The report outlines core skillsets marketers will need, described as “superpowers”.
These include commercial acumen, human empathy, high levels of AI literacy and the ability to apply governance around bias, privacy and misinformation.
“This moment isn’t about disruption,” VP enterprise marketing, APAC & Japan, Adobe, Duncan Egan, said.
“AI is redefining what’s possible, empowering teams to move faster, think bigger, and connect more deeply with their audiences.
“By embracing AI, marketers free themselves to lead with storytelling and strategy, unlocking growth opportunities for themselves and their organisation.”
In August, Adobe signed a three-year strategic supporter agreement with ACAM to expand the centre’s programs and deliver practical education on the use of AI in marketing.
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