Australian firms lead in global AI adoption according to Canva

Canva has released new data indicating that Australian business leaders are at the forefront of artificial intelligence (AI) adoption, with 81% considering AI crucial to their long-term strategic plans, the highest rate globally.

The study "The State of Marketing & AI Report", conducted in partnership with business intelligence firm Morning Consult, reveals that trust in AI among Australian businesses has significantly increased. Confidence levels have grown from 81% in 2023 to 94% currently, surpassing the global average of 89%. This heightened trust is further underscored by the willingness of Australian teams to experiment with AI tools, with 93% allowing such experimentation, compared to an 85% global average.

Despite this enthusiasm, the implementation of governance policies is not keeping pace. Australia scores the lowest globally, with only 82% having put AI governance policies in place, below the global average of 86%. With 95% of respondents from Australia anticipating that AI literacy will be an essential skill within the next two to four years, businesses must reconcile swift adoption with responsible usage practices.

The report indicated that a substantial number of Australian businesses, 87%, have allocated budgets specifically for AI in 2024. Moreover, 79% plan on increasing this spending in 2025, with half of them expecting an increase of at least 25%. GenAI tools, as observed, are proving to be efficient by saving teams more than four hours per week.

Zach Kitschke, Chief Marketing Officer of Canva, remarked on the transition from experimental AI to essential strategic use, "AI in marketing is no longer an experiment—it's an essential strategy. If you're not leveraging GenAI to drive creativity, efficiency, and measurable results, you're already behind. The shift from exploration to execution is happening fast. Marketing leaders need to move beyond incremental AI adoption and integrate it as a core pillar of their strategy. That means choosing the right tools, empowering their teams with AI literacy, and measuring impact. Those who get this right will not only unlock new creative possibilities but also drive real business outcomes."

The global survey covered a sample of 2,400 marketing and creative leaders, including 500 from Australia, along with respondents from the United States, the United Kingdom, France, Germany, and Spain. It highlights a broader trend wherein the adoption of generative artificial intelligence (GenAI) has gained traction, integrating into various marketing strategies despite saturation in the market.

A significant 68% of respondents have noted an oversaturation of GenAI tools, and nearly half feel the pressure to adopt new technology. However, there remain practical challenges in integration, with 60% struggling to incorporate these tools into existing workflows, and over a quarter (28%) uncertain about measuring GenAI initiatives' success or determining the return on investment despite committed resources.

While the trust in GenAI tools remains high, allowing for savings in time and creating efficiencies, there is still a reliance on human oversight to ensure outputs align with brand quality and consistency. The majority, 94%, trust these tools yet integrate human review processes, with the largest frustrations pivoting around limited customisation, brand safety, and data privacy concerns.

Looking ahead, nearly all businesses see AI literacy as critical, with 95% believing it will be an essential skill within two to four years. Marketing leaders are particularly focused on the versatile applications of autonomous agents for tasks such as tracking brand sentiment and campaign optimisation.

The report highlights that while AI is redefining marketing practices, integrating effectively is crucial for enabling brands to grow and engage creatively and efficiently. "The State of Marketing & AI Report" provides detailed insights into how marketing leaders can unlock AI's potential as more businesses integrate it as a core strategy.