# ACAM Reports Marketers Struggle With Agentic AI > Source: > Published: 2026-06-30 02:02:22+00:00 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.