ACAM Reports Marketers Struggle With Agentic AI

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.

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.