As artificial intelligence continues to reshape the global marketing landscape, the Canadian Marketing Association (CMA) is stepping up with strategic guidance and resources to equip marketers for the AI-driven future. The association has released three comprehensive tools designed to close adoption gaps and foster responsible, impactful AI integration across the Canadian marketing ecosystem.

These efforts underscore the CMA’s broader mission: futureproofing marketing professionals through practical resources, data-driven insights, and ethical frameworks for emerging technologies.

New AI Resources for Marketers: What’s Included

1. Guide on AI for Marketers

This detailed guide addresses some of the most pressing AI use cases and challenges in marketing, offering guidance on:

• Using personal data responsibly in AI algorithms

• Creating AI-generated content across marketing touchpoints

• Managing AI-powered consumer applications and virtual influencers

• Establishing best practices for ethical and transparent AI use

• Aligning AI strategies with evolving privacy and regulatory landscapes

It is further enhanced by the “CMA Accountability Checklists for AI in Marketing,” which define role-specific responsibilities and ensure cross-functional alignment on AI governance across marketing teams.

2. Setting the Stage on Artificial Intelligence: A Primer for Marketers

Aimed at those just beginning their AI journey, this primer delivers:

• A foundational understanding of AI in marketing

• Canada-specific AI adoption insights

• A scan of global AI policy trends

• Guidance on preparing for increasing regulatory scrutiny

• Context on the role of marketing in shaping AI-powered customer experiences

Reviewed by Toronto-based Vector Institute, the resources reflect technical accuracy and relevance, bridging the gap between AI theory and marketing practice.

Findings from the CMA Generative AI Readiness Survey

Alongside the guides, the CMA will present new insights from its “Generative AI Readiness Survey”—conducted with research partner Twenty44—at the CMAai virtual event on April 10. Key data points include:

• 74% of marketers use generative AI tools weekly, outpacing the 62% average among Canadian knowledge workers.

• 84% of respondents are optimistic about integrating AI into their daily tasks.

• 83% believe AI will positively impact their personal lives, and 68% expect AI to improve society overall.

However, the survey also highlights important challenges:

• 44% of marketers are unsure or unsatisfied with their organization’s AI policies.

• 56% report inadequate or nonexistent AI training.

• 80% use personal AI accounts at work—raising potential concerns around security and governance.

“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, President at Twenty44.

Addressing the Gaps: From Training to Policy Readiness

The new CMA resources are designed to close the AI knowledge and implementation gaps across Canada’s marketing industry. These materials emphasize:

• AI literacy: Making sure every marketer understands the basics of AI’s role in content, data, and personalization.

• Governance frameworks: Clear roles, responsibilities, and risk management practices for marketing teams using AI.

• Workforce enablement: Strategies to upskill marketing talent, boost AI fluency, and ensure ethical deployment of AI tools.

“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, VP of Industry Innovation at the Vector Institute.

A Foundation for Responsible AI in Canadian Marketing

These newly launched tools mark a critical step in supporting the industry as AI adoption accelerates. With personalized marketing, predictive analytics, content generation, and customer service all being transformed by AI, the CMA is building an informed, ethical, and innovative path forward.

As the regulatory landscape tightens, especially with initiatives like the European Accessibility Act (EAA) and AI legislation in Canada and abroad, marketers must not only embrace AI—but do so responsibly.

Preparing Canadian Marketers for the AI Future

The Canadian Marketing Association’s latest initiative ensures that Canadian marketers are not left behind in the AI revolution. By providing accessible, practical tools—validated by experts like the Vector Institute and informed by industry research—the CMA is creating a new standard for responsible, effective AI in marketing.

These resources are not only a reflection of the current state of AI—they are a call to action for marketers across Canada to lead, innovate, and thrive in a digitally transforming world.