{"slug": "acam-reports-marketers-struggle-with-agentic-ai", "title": "ACAM Reports Marketers Struggle With Agentic AI", "summary": "The Australian Centre for AI in Marketing (ACAM) reports that marketers are struggling to adopt agentic AI despite high expectations, with a global Adobe survey of 3,000 executives finding 63% expect it to free time for strategic work but a majority have no active use and fewer than a quarter are running limited pilots. Only 20% of Australians have used agentic AI, though 42% expect to use it daily this year, highlighting a gap between industry momentum and practical adoption.", "body_md": "Industry context: Agentic AI shifts emphasis from individual productivity to AI-enabled execution, so marketers' uncertainty matters for how organisations convert tools into repeatable workflows. The Australian Centre for AI in Marketing (ACAM) reports a gap between industry momentum and practical adoption, per coverage of ACAM's upcoming 2026 AI Marketing Benchmark due in July. A global 2026 survey from ACAM partner Adobe of **3,000** CX executives and practitioners found **63%** of organisations expect agentic AI to free time for strategic work and **42%** plan to design distinctive AI agent personalities, yet a majority report no active use and fewer than a quarter are running limited pilots, according to Mumbrella and B&T reporting. An Adobe consumer report cited by ACAM found **20%** of Australians have used agentic AI and **42%** expect to use it in daily life this year.", "url": "https://wpnews.pro/news/acam-reports-marketers-struggle-with-agentic-ai", "canonical_source": "https://letsdatascience.com/news/acam-reports-marketers-struggle-with-agentic-ai-29ce3e4f", "published_at": "2026-06-30 02:02:22+00:00", "updated_at": "2026-06-30 03:24:30.034011+00:00", "lang": "en", "topics": ["artificial-intelligence", "ai-agents", "ai-products", "ai-research", "ai-policy"], "entities": ["ACAM", "Adobe", "Mumbrella", "B&T"], "alternates": {"html": "https://wpnews.pro/news/acam-reports-marketers-struggle-with-agentic-ai", "markdown": "https://wpnews.pro/news/acam-reports-marketers-struggle-with-agentic-ai.md", "text": "https://wpnews.pro/news/acam-reports-marketers-struggle-with-agentic-ai.txt", "jsonld": "https://wpnews.pro/news/acam-reports-marketers-struggle-with-agentic-ai.jsonld"}}