![[ L to R ]Mr. Rohan Ganapathy, Co-Chairman, CII National Committee on Space; Mr. Mallavarapu Apparao, Chairman, CII National Committee on Space; Ms. Jaya Choraria, Deputy Trade Commissioner for South Asia, UK; H.E. Mr. Antonio Bartoli, Ambassador of Italy to India; Dr. Pawan Goenka, Chairman, IN-SPACe; Dr V. Narayanan, Secretary, Department of Space; Chairman, Space Commission; and Chairman, ISRO; Mr. Shashwat Goenka, Vice President, CII; H.E. Mr. Philip Green OAM, High Commissioner of Australia to India; Mr. ISHII Yasuo, Senior Vice President, JAXA; Mr. Radha Krishnan A, Chairman and Managing Director, NSIL](https://24x7newsworld.com/wp-content/uploads/2026/09/Screenshot-2026-09-08-at-20-52-52-DSC_6125.JPG-JPEG-Image-6048-×-4024-pixels-—-Scaled-14_-360x180.avif){kind=tracking}
BANGALORE, September 19, 2018
Today, IMA® (Institute of Management Accountants) launched a new strategic advertising campaign in support of the CMA® (Certified Management Accountant) certification program. The ad is meant to help prepare accounting and finance professionals navigate the trends, threats, and opportunities of their profession with the rise of automation.
Accounting has been among the first professions to be impacted by Artificial Intelligence (AI) and machine learning. These technologies, though, offer management accountants in the region an unprecedented opportunity to support faster, better, more strategic business decisions – if they have the right skills. In a light-humored but relevant take on this reality, the campaign illustrates how a CMA sets strategy and makes decisions more effectively by partnering with a robot colleague, not only in the office but in team building activities.
https://youtu.be/QfYA8KB77J8
“When we first launched the ‘You’ve Got to Earn It’ campaign, we were just beginning to understand how automation would impact the work of accounting and finance professionals,” said Jeff Thomson, CMA, CSCA, CAE, IMA President and CEO, who wants to reaffirm IMA’s support to its members by taking the lead in helping them upskill with competencies that are not easily automated.
“Today, we’re keenly aware of the challenges, but also the opportunities AI offers to help management accountants add influence and value. As a global association, we hope this ad inspires the profession to embrace technology and gain the skills needed to work alongside our new robotic ‘friends,” Jeff added.
