Artificial Intelligence Advocacy

ISSUE AT A GLANCE

Artificial intelligence (AI) is reshaping the way businesses operate, compete and connect with consumers and each other. AI systems, while powerful, carry real risks if misused or poorly designed, from privacy concerns to biased decision-making. The CMA is actively engaging government and setting industry standards to ensure Canada's approach to AI is principles-based, flexible and built to support responsible innovation.

Canada's "AI for All" strategy sets a bold, measurable target: raise national business AI adoption from 12 per cent to 60 per cent by 2034. The CMA provided substantive input into the strategy, and we are actively engaging with policymakers to ensure marketing perspectives are reflected in Canada's AI policy framework.

Marketing translates AI's potential into real-world adoption across every sector. The marketing profession is one of Canada's most intensive AI adopter with 75 per cent of marketing professionals using generative AI weekly, compared to just 12 per cent of Canadian businesses overall. The CMA has built the infrastructure and tested the model with Canada's Chartered Marketer (CM) designation, which provides the infrastructure to certify AI-ready talent at scale. We are positioned to scale a solution that is already working for the Canadian economy.

CMA’S AI ADVOCACY INITIATIVES

We actively engage government officials and policymakers to ensure that future AI regulations promote responsible AI use while fostering innovation.

CMA’s position is that regulations must be principles-based and flexible enough to accommodate rapid technological advancements.

The CMA's federal Pre-Budget submissions recommend the establishment of a National AI Workforce Readiness Program built around three core pillars:

AI literacy and responsible use grounded in the Canadian Marketing Code of Ethics and Standards
Human-AI collaboration skills that augment rather than replace workers
Structured reskilling and upskilling pathways to prepare the workforce for an AI-driven economy

That program framework maps directly onto the government's Workforce Alliance commitments – positioning the CMA as a ready and proven delivery partner.

SETTING INDUSTRY STANDARDS

CMA is committed to promoting responsible AI use in marketing and have taken proactive steps to guide the industry:

Added a section on AI principles to the Canadian Code of Ethics and Standards, establishing a framework for best practices in AI-driven marketing. These principles help marketers navigate the ethical considerations of AI implementation while maintaining consumer trust and brand integrity.
Published the CMA Accountability Checklists for AI in Marketing, a key resource for implementing best practices.
Committed to ensuring that Canadian marketers have the knowledge and tools they need to thrive in an AI-driven future by publishing timely and relevant suite of resources.

COLLABORATING FOR THE FUTURE

The CMA works closely with industry leaders and government bodies to stay at the forefront of AI developments and their implications for marketing. Our acclaimed CMA Guide on AI for Marketers and Setting the Stage on Artificial Intelligence: A CMA Primer on AI for Marketers were developed in collaboration with the globally renowned Vector Institute, based in Toronto, that empowers researchers, businesses and governments to develop and adopt AI responsibly. Access the CMA’s AI resources.

GET INVOLVED

Are you passionate about shaping the future of AI in marketing? The CMA welcomes input from marketing professionals interested in contributing to our advocacy efforts. If you'd like to assist with CMA's submissions, please email us.