The AI confidence curve
Australia Edition

AI is no longer something for the future. It's a present-day reality that shapes how we plan, create, and measure business outcomes. So there's never been a better time to build our confidence with AI.

Discover the AI confidence curve

In our latest study, we surveyed 200 Australian agency and brand marketers, exploring the gap between adoption and confidence, how our industry is using AI, what's stopping us from using it more, and some potential pathways forward. Plus, we discovered the benefits of:

Tapping into tech that’s built for purpose

Plugging in campaign measurement

Using a bigger variety of platforms and data

Bringing human know-how together with AI

AI use and future planning by country

Global AI adoption is on the rise, with marketers using it to speed up campaign delivery and make optimisation smarter, but there are still challenges to overcome. The below graph shows how marketers around the world are using AI today, and where they plan to increase adoption. And Australia is in a strong position going into 2026.

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