AANA, ACA and MFA unite to launch AI Council of Experts to guide future of marketing in Australia

In a major move to guide Australia’s marketing industry through the rise of artificial intelligence, the Australian Association of National Advertisers (AANA) has today announced the formation of the AI Council of Experts — a new joint initiative created in collaboration with the Advertising Council of Australia (ACA) and the Media Federation of Australia (MFA).

Unveiled this morning at the RESET for Growth 2025 conference in Sydney, the AI Council of Experts will bring together AI leaders from across brands, agencies, creative and media, with the goal of helping the industry take control of its AI future. The Council’s first priority will be to develop a national set of standards and guidelines that ensure the ethical, responsible and innovative use of AI in marketing — informed by global best practice.

AANA CEO Josh Faulks (above left) said the initiative reflects the need for strong marketing governance in an environment being rapidly reshaped by AI: “AI is already transforming our industry and how consumers interact with brands. Strong governance is essential to ensuring we build trust with consumers and harness AI in ways that are ethical, effective and sustainable. That’s why the AANA, ACA and MFA are leading the charge to unite the industry and create clear guidelines and standards that will guide the future of marketing in Australia.”

ACA CEO Tony Hale (centre) echoed the sentiment: “AI is reshaping the way we work — now’s the time to set the standards. It’s important ACA plays its part to help lead this charge, ensuring our industry uses AI boldly, responsibly and in ways that unlock creative and commercial value.”

MFA CEO Sophie Madden (right) added: “AI is transforming how businesses and consumers engage and operate – it’s essential that agencies and clients collaborate to establish clear, ethical guidelines that build trust and serve everyone. Joining forces with the AANA and ACA to create an AI Council of Experts reflects the MFA’s commitment to driving positive change and advancing our industry.”

The announcement was one of the headline moments at RESET for Growth 2025, AANA’s flagship event for marketers. Opening the conference, Faulks described the current marketing landscape as “one of the world’s most intense rollercoasters,” with AI, economic instability and regulatory threats creating a perfect storm of disruption and opportunity.

Faulks warned the crowd that new government proposals targeting advertising bans across categories such as gambling, alcohol, and food and beverage were no longer “theoretical” but already beginning to materialise — with the potential to strip hundreds of millions of dollars from the sector: “We must push back,” Faulks said. “We are working hard to create a regulatory environment that allows business – and our industry – to thrive.”

With a new AANA tagline, “Be a member of Marketing’s Future”, Faulks encouraged the industry to unite and lead boldly through change: “Our industry doesn’t just weather storms. We build in them. Now is the time to come together – not just to defend our industry, but to be proud of the critical role we play in growing our economy and shaping Australia’s future.”

RESET 2025 also featured a heavyweight speaker lineup addressing growth, creativity, leadership and AI, including:

Effie Zahos – Money Expert
Steven Marks – Founder & Co-CEO, Guzman y Gomez
Dr Catherine Ball – Futurist & Emerging Tech Expert
Anthony Dean – Marketing Director, Mars Pet Nutrition
Joe Brumm – Creator of Bluey
Sherilyn Shackell – Founder & Global CEO, The Marketing Academy

For more information or to join the AANA’s community of marketers, visit aana.com.au.