Canadian Marketing Association leads the way in AI adoption with comprehensive resources for marketers

New AI guide, primer and research to be unveiled at CMAai event, positioning CMA at the forefront of AI integration in marketing

TORONTO, April 8, 2025 – The Canadian Marketing Association (CMA) today 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."

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.” 

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.

For more information about the CMA's AI resources, visit https://thecma.ca/resources/compliance-best-practices-guides.
    
About the survey

The survey methodology was developed by Twenty44 and is powered by Nexxt Intelligence’s AI-driven inca platform. It included a blend of qualitative and quantitative questions and was open between October 2 and October 28, 2024. A total of 126 CMA members participated in the survey.

About the Canadian Marketing Association

The CMA is the voice of marketing in Canada and our purpose is to champion marketing’s powerful impact. We are the catalyst to help Canada’s marketers thrive today, while building the marketing mindset and environment of tomorrow.

We provide opportunities for our members from coast to coast to develop professionally, to contribute to marketing thought leadership, to build strong networks, and to strengthen the regulatory climate for business success. Our Chartered Marketer (CM) designation signifies that recipients are highly qualified and up to date with best practices, as reflected in the CMA’s Canadian Marketing Code of Ethics and Standards. We represent virtually all of Canada's major business sectors, and all marketing disciplines, channels and technologies. Our Consumer Centre helps Canadians better understand their rights and obligations. For more information, visit thecma.ca.

About Twenty44

Twenty44 is a Toronto- and Chicago-based network of researchers, marketers and technology professionals that help organizations prepare for the future of human-AI collaboration.  They have developed a set of programs, Workflow Wins Sprint, Skills Accelerator and AI Tracker to increase the adoption rate of AI within organizations.  At the heart of their approach is the AI/44 Assessment Index—a proprietary AI-powered application that identifies where AI can drive the greatest value and help businesses implement real-world solutions with speed and clarity.

About the Vector Institute

Launched in 2017, the Vector Institute works with industry, institutions, startups, and governments to build AI talent and drive research excellence in AI to develop and sustain AI-based innovation to foster economic growth and improve the lives of Canadians. Vector aims to advance AI research, increase adoption in industry and health through programs for talent, commercialization, and application, and lead Canada towards the responsible use of AI. Programs for industry, led by top AI practitioners, offer foundations for applications in products and processes, company-specific guidance, training for professionals, and connections to workforce-ready talent. Vector is funded by the Province of Ontario, the Government of Canada through the Pan-Canadian AI Strategy, and leading industry sponsors from across multiple sectors of Canadian Industry.    

For more information or media inquiries, please contact:

For the CMA:
Nathaniel Glassman  
Kaiser & Partners  
Nathaniel.Glassman@kaiserpartners.com 
416.998.2258 

For the Vector Institute: