The Australian Centre for AI in Marketing has launched a national Accredited Advisors Network to help Australian marketing teams and business leaders build artificial intelligence capability, with fractional executive community Maestro becoming the initiative’s first strategic partner.

Announced on October 6, 2026, the network brings together experienced marketing practitioners, executives, consultants and specialists who will support organisations seeking to integrate AI into teams, workflows and operating models.

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The initiative combines ACAM’s research, benchmarking and education programmes with its AI Results Transformation methodology, giving participating advisers a framework through which they can support organisations at different stages of AI adoption.

The launch comes as businesses increasingly move beyond exploring what AI can do towards addressing the more complex question of how the technology can be embedded effectively across an organisation.

Louise Cummins, co-founder and CEO of the Australian Centre for AI in Marketing, said organisations require more than technology to achieve meaningful AI adoption.

“That requires much more than technology. Organisations need capability, leadership, change, operating model expertise and experienced people who can help turn AI opportunities into action,” Cummins said.

The partnership also reflects a shift in the professional workforce, with an increasing number of senior specialists operating through fractional, independent and portfolio careers.

ACAM said the model allows the organisation to expand its reach while maintaining a core structure centred on its intellectual property, research, data and customer relationships.

“Our ambition isn’t to build a huge permanent consulting team, but build a strong core organisation around our intellectual property, research, data and customer relationships, supported by a highly credible collection of experienced advocates who can be brought into engagements when their expertise is needed,” Cummins said.

Under the accreditation pathway, selected practitioners must develop familiarity with ACAM’s research, methodologies, education programmes and approach to responsible AI adoption before becoming eligible to represent or deliver designated ACAM services.

Maestro, a community of fractional experts, interim executives, independent consultants and contractors, will initially support ACAM’s enterprise offering in AI capability building and transformation.

Its involvement will cover programmes including AI Advantage and AI-Ready, alongside strategic support and transformation reviews delivered through ACAM’s AI Results Transformation methodology.

Annabel Acton, co-founder of Maestro, said the partnership reflects an emerging approach to workforce capability, where organisations can access specialist expertise when it is most relevant rather than maintaining every skill permanently in-house.

“The future of work is increasingly about bringing the right expertise into an organisation at the right moment, rather than building every capability permanently in-house,” Acton said.

Four Maestro practitioners have already completed ACAM accreditation, while a further 10 are undergoing the programme. ACAM said additional candidates are expected to be identified as the network develops.

Kathryn Illy, senior industry advisor at the Australian Centre for AI in Marketing, said the initiative could create a pathway for experienced professionals transitioning between traditional roles to contribute to the growing AI transformation across industry.

“One of the things we are seeing is a significant group of highly experienced people between traditional roles who have enormous expertise, relationships and value to contribute,” Illy said.

The network is designed to connect that experience with organisations seeking practical AI support, while giving accredited professionals the opportunity to strengthen their AI marketing capabilities.

For ACAM, the partnership with Maestro marks an expansion of its delivery model at a time when businesses are increasingly looking for practical ways to move from AI experimentation to organisation-wide capability.

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The initiative ultimately positions experienced human expertise alongside AI adoption, highlighting the importance of leadership, change management, operating models and specialist knowledge in determining whether organisations can turn AI opportunities into sustainable business results.