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AI Marketing Systems Architect

Embedding AI into operating infrastructure, not experimentation.

The future of marketing is AI-enabled. It must also be system-designed and human-led.

Louise Cummins is CEO & Co-Founder of the Global Centre for AI in Marketing (GCAM) and Australian Centre for AI in Marketing (ACAM), and an AI Marketing Systems Architect focused on how organisations embed AI responsibly, commercially and at scale.

She works with Boards, CEOs and CMOs to move beyond fragmented experimentation and design AI as operating infrastructure - connecting governance, capital allocation, workforce capability and measurable performance.

Her focus is not on tools. It is on systems.

AI is already inside most organisations. The leadership challenge now is ensuring the structures around it - decision rights, governance, capability and accountability - evolve just as quickly.

CEO & Co-Founder,

Global Centre for AI in Marketing (GCAM) and

Australian Centre for AI in Marketing (ACAM)

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Louise is CEO & Co-Founder of the Global Centre for AI in Marketing (GCAM) and the Australian Centre for AI in Marketing (ACAM), two connected platforms focused on advancing how AI is embedded within marketing organisations.

ACAM was established in Australia in response to a widening gap between AI ambition and operational capability. While investment and experimentation are accelerating, governance, leadership accountability, workforce capability and commercial discipline are not always keeping pace.

Over two years, ACAM has built a growing evidence base through benchmarking, research, education and transformation work with organisations across Australia. GCAM extends that work internationally, creating a platform for comparative research, benchmarking and capability-building across participating markets.

Together, GCAM and ACAM are focused on moving AI beyond fragmented pilots and into structured operating systems that strengthen performance, capability and trust.

Through the centres, Louise works alongside expert advisors, research partners and industry leaders across:

  • AI maturity benchmarking and comparative intelligence

  • Applied research, frameworks and industry insight

  • AI capability development, including AI-Ready and AI Advantage

  • AI governance and operating model design

  • ART (AI Results Transformation), embedding AI into marketing systems

  • Board, CEO and C-suite advisory and leadership programs

ACAM works with leading organisations across corporate, government and not-for-profit sectors in Australia, while GCAM is building an international evidence base and network around the responsible and commercially effective adoption of AI in marketing.

Find out more visit the ACAM or GCAM website.

Marketing leaders today face a defining moment.

The rise of AI presents immense opportunities, but it also raises important questions:

  • Is my marketing strategy AI ready?

  • Is my team equipped to use AI responsibly and commercially?

  • Are our governance systems keeping pace with capability?

  • Am I leading this change or reacting to it?

ACAM’s work is designed to help leaders answer these questions with clarity and confidence.

We are on a journey to provide the answers, strategy & support that marketing leaders need.

Industry Recognition & Impact

Our Vision is to create a future where every marketer in Australia confidently understands, embraces, and benefits from AI, driving better results for themselves, their company and the industry.