The Canadian Marketing Association (CMA) announced the release of three innovative resources designed to position Canadian marketers at the forefront of AI adoption and implementation. These materials underscore the CMA’s commitment to futureproofing the marketing profession in the rapidly evolving landscape of artificial intelligence (AI).

The “Guide on AI for Marketers,” and “Setting the Stage on Artificial Intelligence: A Primer for Marketers,” were reviewed by the globally renowned Vector Institute, based in Toronto, that empowers researchers, businesses and governments to develop and adopt AI responsibly.

At CMAai, a virtual event taking place on April 10, the CMA will speak to these important resources and unveil key findings from its “Generative AI Readiness Survey,” powered by Twenty44.

“AI is transforming the marketing landscape at an unprecedented pace,” said Alison Simpson, president and CEO of the CMA. “By providing these valuable resources, the CMA is futureproofing the marketing profession, ensuring our members are well-equipped to harness the power of AI responsibly and effectively.”

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The state of AI in marketing

The CMA’s “Generative AI Readiness Survey,” powered by Twenty44 and conducted in October 2024 with 126 CMA members, reveals critical insights into the current state of AI adoption among Canadian marketers:

• AI usage is on the rise, with 74 per cent of CMA members using generative AI tools at least weekly at work, surpassing the average for Canadian knowledge workers (62 per cent).
• 84 per cent of members feel positively about integrating AI tools into their daily work tasks.
• 68 per cent believe AI will make society somewhat or much better, while 83 per cent say it will improve their personal lives.

However, the research also highlights areas for improvement:

• 44 per cent of members are either unsure if their company has an AI policy or find it lacking.
• 56 per cent report receiving either no training on AI or ineffective training.
• 80 per cent report using free or paid personal AI accounts at work.

“As AI continues to reshape marketing, organizations that take a proactive approach will be best positioned to adopt AI, drive growth and innovation,” said Steve Mast at Twenty44. “This report serves as a guidepost for businesses looking to maximize AI’s impact while ensuring responsible implementation.”

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Strengthening AI knowledge, policies, and security

The CMA’s new resources address the gaps affecting adoption, providing clear guidance on ethical AI usage, practical implementation strategies and best practices for upskilling marketing teams.

“The CMA’s AI guide and primer are a crucial step in empowering Canadian businesses to confidently navigate and implement AI technologies,” said Cameron Schuler, chief commercialization officer and vice-president of industry innovation at the Vector Institute. “By combining CMA’s deep marketing expertise with Vector’s technical guidance, these resources will help Canadian companies accelerate their AI adoption journey, drive innovation and maintain Canada’s competitive edge in the rapidly evolving digital economy. This is exactly the kind of industry leadership and practical knowledge-sharing that will help Canadian businesses thrive in an AI-enabled future.”

The “Guide on AI for Marketers,” provides in-depth insights on key considerations such as:

• Using personal information in algorithms,
• AI-driven content creation,
• Consumer-facing AI applications,
• Implementing AI influencers, and
• Best practices for responsible AI use in marketing.

The guide is supported by the “CMA Accountability Checklists for AI in Marketing.” These checklists address a critical challenge in AI governance: the need for clear, role-specific guidance in a landscape where responsibilities often overlap or remain unclear. Our structured framework clearly delineates who is responsible for what in the AI marketing ecosystem. This approach ensures that all participants in the marketing value chain understand their specific obligations and can implement appropriate governance measures.

The resource, “Setting the Stage on Artificial Intelligence: A Primer for Marketers,” offers a comprehensive overview of AI’s impact on marketing, current adoption rates in Canada and global regulatory initiatives. It sets the foundation for marketers to understand and navigate the AI landscape confidently.

These resources affirm the CMA’s position as a leader in supporting the Canadian marketing industry’s growth and adaptation to emerging technologies.