Take our survey on AI adoption
Mumbrella and sister title Unmade have joined forces with AI experience agency Time Under Tension to launch an industry survey exploring how artificial intelligence is reshaping the media and marketing landscape across Australia and New Zealand.
The survey aims to uncover the blockers and drivers of AI adoption across agencies, brands, publishers, and tech providers. As the pace of AI innovation accelerates, the research is designed to help businesses within the creative industries benchmark their progress, and identify the areas that need the most support. The results will be shared at next month’s HumAIn conference, organised by Unmade.
The goal is not just to gather data, but to bring the industry together with greater transparency around AI transformation. The industry’s adoption of AI has been inconsistent—held back by a lack of education, capability, and real-world use cases. By sharing knowledge and creating space for open discussion, the project aims to raise the collective capability of the sector and help professionals across Australia and New Zealand perform at a more competitive level on the global stage.
All survey participants will receive a copy of the results. These findings will also shape the round table conversations at the upcoming humAIn conference.
Last year’s HumAIn survey revealed a significant disconnect in attitudes to AI between industry leaders and more junior staff. Senior leadership was more likely to expect cost savings and efficiency gains, while younger professionals reported higher anxiety about job security, and less optimism that the tools themselves would benefit them.
Jason Ross, co-founder of Time Under Tension, said: “The challenge of AI adoption isn’t awareness, it’s action. This research gives us a chance to strip away the hype, identify the real friction points, and help Australian and New Zealand companies lead rather than lag.”
Ahead of the HumAIn conference, Ross will be running a two-hour Applied Ai workshop for marketers to explore AI integration in workflows, experiment with tools, and gain confidence in deploying AI. Tickets are available on the HumAIn website.
Please tell us how you are (or aren’t) using generative AI in your work here: https://humain2025.typeform.com/aiadopt
Tickets to AI conference for the media and marketing industry HumAIn are on sale now. The event takes place on May 6 in Sydney.
Keep up to date with the latest in media and marketing
