Raising the marketing profession
in the AI era
Global Centre for AI in Marketing (GCAM) turns original research and benchmark data into evidence-led insight for marketing leaders - revealing AI maturity, what is changing and what leaders should do next. Through the Benchmark, Global Centre for AI in Marketing compares progress across participating markets and identifies what drives responsible, measurable business value.
Intelligence
Understand where marketing stands. Global research, benchmarking and executive insight into AI maturity, adoption, impact and the changing shape of marketing.
Capability
Build what marketers and leaders need. Global Centre for AI in Marketing translates benchmark intelligence into evidence-led capability development, including AI Ready education programs that can be delivered internationally.
Frameworks
Turn intelligence into action. Global Centre for AI in Marketing draws on ACAM’s AI-Results Transformation methodology and practical frameworks to help organisations strengthen governance, redesign workflows, build roadmaps and embed responsible, measurable AI adoption.
Mission
Global Centre for AI in Marketing exists to raise the capability and maturity of the global marketing profession in the AI era.
Through evidence-based intelligence, capability development and practical frameworks, Global Centre for AI in Marketing helps marketing leaders and teams move from experimentation to responsible, measurable AI adoption.
Through evidence-based intelligence, capability development and practical frameworks, Global Centre for AI in Marketing helps marketing leaders and teams move from experimentation to responsible, measurable AI adoption.
The Global AI in Marketing Benchmark – United States
Results unveiled Thursday 5 November, 5–7pm | Georgetown University, Washington D.C.
Global Centre for AI in Marketing is preparing to launch its inaugural U.S. AI in Marketing Benchmark, providing marketing leaders with intelligence on organisational AI maturity, adoption and capability across the United States.
The Benchmark will assess organisations across six maturity levels and seven key drivers, providing a new source of intelligence on how marketers are adopting AI responsibly and turning investment into measurable business value.
The Benchmark will assess organisations across six maturity levels and seven key drivers, providing a new source of intelligence on how marketers are adopting AI responsibly and turning investment into measurable business value.
How Global Centre for AI in Marketing measures AI maturity
The Global Centre for AI in Marketing Benchmark assesses organisational maturity across six levels and seven key drivers.
L1 – Early Beginner
Fragmented experimentation. AI use is ad hoc, individual-led and largely unmanaged.
L2 – Established Beginner
AI recognised, but inconsistent. Teams are trying tools, but use is patchy and not yet connected to strategy.
L3 – Early Emerging
Growing adoption and capability. AI use is spreading and skills are building, but maturity remains uneven.
L4 – Mature Emerging
Structured implementation emerging. AI priorities, governance, workflows and measurement are starting to align.
L5 – Early Advanced
Operationally embedded. AI is becoming part of how marketing work gets planned, created, measured and improved.
L6 – Leading Advanced
Scaled and strategically integrated. AI is connected across leadership, capability, data, governance and commercial outcomes.
The Global Centre for AI in Marketing Benchmark Framework
Key drivers
Leadership and Culture
Team Design and Workflow
Skills and Capability
Use Cases and ROI
Data and Technology Readiness
Governance, Risk and Brand
Roadmap, Planning and Investment
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