Australian Centre for AI in Marketing’sAn 12-week, marketing-first program designed to help modern marketing teams move from AI experimentation to confident, governed execution — using real tools, real workflows and real campaigns.
Real Tools. Real Strategy. Real-World AI.
AI Ready for Marketers is an 12-week online program built to give you the confidence and practical skills to harness AI across the entire marketing cycle. You’ll learn directly from senior marketers, ACAM’s AI pioneers, and technology experts while building your own AI-enabled campaign.
What Makes This Course Different
- Marketing-first design: purpose-built for marketers, not technologists.
- Inside stories from leading brands: hear directly from senior marketers as they share how AI is transforming their campaigns, teams, and results.
- Live tool demos so you can see AI in action and understand how to apply it.
- Practical portfolio: graduate with a complete AI-enabled campaign ready to roll out in your own organisation.
- Badge of recognition: earn your AI Ready Marketer credential to showcase your capability.
The course includes:
- 8 on-demand modules. Self-paced lessons covering the full marketing lifecycle through the lens of AI.
- Weekly live “The Wrap” sessions every Friday from 12:30 to 1:30pm. Live Q&A and discussions with AI in marketing experts, industry SMEs and guest practitioners.
- We also have a welcome week to help familiarise yourself with the platform, a catch up week half way and time allocated at the end of the course to complete the assessment and gain your certification.
- Cohort community: Connect with other marketers, share ideas, ask questions and learn together.
- Access to video insights. Weekly exclusive interviews with CMOs, SMEs and technology leaders to deepen understanding and bring concepts to life.
- Certification. Receive an Australian Centre for AI in Marketing “AI Ready for Marketers” certification upon completion.
Key Details
- Start date: 15 February
- Format: 12 weeks online | 3-5 hours per week | Weekly pre-recorded modules and weekly live sessions
- Australian Centre for AI in Marketing “AI Ready Marketer” Certificate
Who should attend
This course is perfect for mid-to-senior marketers across enterprises, agencies, and SMEs who want to stay ahead of the curve. Whether you enrol as an individual or bring your whole team, you’ll gain the skills to confidently lead AI adoption in your organisation.
What You’ll Learn
- How to apply AI to every stage of marketing: from strategy and insights, to creative, media, CX, measurement, and workflow.
- Hands-on experience with leading AI tools, shown in action. Not just theory.
- Real-world lessons from marketing leaders
- How to embed ethics, data, and governance into AI-powered marketing.
Course content
Module 1: Introduction to AI
- 101 AI in marketing
- Data and AI – What every marketer needs to know
- Law, ethics and compliance – Ensuring responsible use of AI
- Measuring the impact of AI investments
- SME interviews: Dr Suresh Sood (UTS), Louise Cummins (ACAM), Jennifer Mulveny (Adobe), Kieran Hagan (IBM)
Module 2: Insights, strategy and brand
- Market research
- Personas and segmentation
- Brand tracking
- Brand positioning and messaging
- Creative and activation
- Brand performance and monitoring
- SME interview – Naomi O’Connor (Woolworths), and Libby Hodgson (UNICEF)
- Tech Insider – LEOPRD, BrandScout AI, BrandHalo and Evidenza
- Industry viewpoint - Ipsos
- Case Study – Zara
Module 3: Content and Creative
- AI for content and creative
- The content lifecycle
- AI's role in content
- Keeping it human
- SME interview: Suresh Soo (UTS) and Miki Luong (IBM)
- Tech insider: Adobe
- Case study: Unilever
Module 4: Search and Discoverability
- Introduction to AI search
- Traditional search
- Answer Engine Optimisation (AEO)
- Generative engine optimisation (GEO)
- Discovery engine optimisation (DEO)
- Measurement and monitoring
- SME interview: Celia Harding (Leoprd), Lexie Walker (Thomson Reuters) and Tanya Rivera (Genea)
- Tech Insider: Adobe
Module 5: Media and Channel optimisation
- Superpower 1: Signals for insight
- Superpower 2: Predictive planning
- Superpower 3: Personalisation
- Superpower 4: Optimisation
- Superpower 5: Feedback
- Risks, safeguards and what’s next
- SME interview: Gemma Dawkins, PHD & Alex Pacey, OMG
- Tech Insider: Wondaris, Google
- Case study: Bare Coast
Module 6: Customer Experience and Personalisation
- Part 1: Awareness
- Part 2: Consideration
- Part 3: Purchase
- Part 4: Onboarding
- Part 5: Use and support
- Part 6: Loyalty and advocacy
- SME Interview: Anthony O’Byrne (Kayo Sports & Binge), Kate Limbach Clarke (Quantium) and Kirsten Hasler (IKEA)
- Case study: Woolworths
Module 7: Measurement and ROI
- Introduction to AI in measurement and ROI
- Five golden rules
- SME interview: Lexie Walker (Thomson Reuters)
- Tech insider: Meltwater, XPON and Salesforce
- Case Study: THE ICONIC
Module 8: Operations and workflows
- Introduction to operations and workflows
- Turning pain points into opportunities
- Agents and automation
- Where to start
- Teams
- SME interview: Aaron Michie (Foxtel), Bree McAusland (Procore)
- Tech Insider: Adobe
- Bonus Module – AI agents
- Tech Insider: Salesforce AI agents
- SME interview: Dave King, Move37
Other benefits:
Attendees of the course will receive ongoing access to the Air Hub community which will have ongoing fresh high value content and will be able to access to the course for 6 months after completion of the course
About the presenters
Tim Lillyman
Advancing marketing effectiveness with AI and Automation
The Australian Centre for AI in Marketing is the Australian authority on AI in marketing and is a proud AMI Partner. We are happy to offer the course to AMI members with an exclusive discount.
Australian Centre for AI in Marketing (ACAM) helps marketing realise the value of AI. We help marketing leaders and teams understand their AI maturity, build practical AI capability and transform how marketing work gets done. We combine proprietary intelligence with practical expertise to help marketing leaders and teams move from AI experimentation to sustained adoption and measurable value.
We believe in a future where AI enables better marketing, creates measurable value for organisations and enables more valuable human work. ACAM is the Australian authority on AI in marketing.
More information about the course on ACAM's website.
*This course qualifies for 100 CPD points under the AMI’s Certified Practicing Marketer program.
