ADMA Appoints Dr Sage Kelly to Guide AI Policy and Adoption, as New Study Shows Widespread AI Use but Limited Training

MEDIA RELEASE - AUSTRALIA, 16 July, 2024: The Association for Data-Driven Marketing and Advertising (ADMA) has appointed AI research specialist Dr Sage Kelly as Regulatory & Policy Manager, further reinforcing its commitment to helping marketers navigate the fast-evolving regulatory landscape surrounding AI, privacy, and consumer data use. AI is not only reshaping how marketers work, it is redefining the future of the profession. For ADMA, it represents a critical area of leadership, capability-building, and cross-industry collaboration.
 

In her new role, Kelly will work closely with ADMA CEO Andrea Martens and the regulatory affairs team to shape policy positions and provide expert guidance to members across critical areas such as AI governance, data privacy, and user trust. Her appointment also marks the first step in a broader strategic agenda that will see ADMA take a leading role in shaping how AI transforms the future of marketing capability, workforce development, and professional standards.

Kelly brings a rare blend of expertise in psychology, digital marketing, and cutting-edge AI research to her role at ADMA. She began her career in the digital marketing team at Network 10 before pivoting to academia to explore how people make decisions about emerging technologies. Her PhD in Psychology at Queensland University of Technology (QUT) investigates the social, ethical, and behavioural dynamics behind AI adoption - research that has already shaped policy and product strategies across industry and government. Kelly’s work bridges the gap between technical systems and human values, making her a powerful addition to ADMA’s leadership in a data-driven future.

Andrea Martens, CEO of ADMA, says: “We’re thrilled to welcome Sage to the ADMA team. She brings an incredible wealth of experience and a unique combination of industry insight with deep expertise in AI ethics, governance, and human behaviour – grounded in rigorous research on how customers actually respond to emerging technologies. As AI becomes increasingly embedded in marketing practices, we’re committed to providing marketers the clarity and confidence they need to navigate these complexities and innovate responsibly.

Kelly adds: “I’ve seen firsthand how fast technology outpaces regulation, and how critical trust and transparency are in helping people engage with new systems. Marketers have a powerful role to play in shaping that trust. I’m excited to help bridge the gap between evolving technologies, public expectations, and regulatory frameworks in a way that supports both innovation and accountability.”

Kelly’s appointment comes at a pivotal time, as new industry data reveals the scale of AI adoption in marketing – reinforcing the growing need for clearer guidance and capability-building across the industry. Coinciding with World AI Day (July 16), ADMA releases initial findings from its 2025 State of AI in Marketing Survey. The survey shows that while 77% of marketers report using AI tools at least weekly – and 52% daily – only 13% have received formal training. This points to a significant capability gap, but also a clear opportunity. Notably, 84% of respondents said they want a best-practice framework to guide responsible AI use.

The most common applications for AI in marketing include content generation, ad copy optimisation, and brand tone refinement.

Despite concerns about content oversaturation, diminished creativity, and quality risks, 79% of marketers remain optimistic about AI’s potential to enhance marketing effectiveness.

The findings underscore not only the need for action now – but also the importance of sustained, strategic investment in AI capability across the marketing profession. The full results and a more detailed analysis will be shared at the ADMA Global Forum in Sydney on 9 September 2025.

Commenting on the survey, Kelly says: “The survey results clearly show that AI adoption is now mainstream, but the lack of formal training is concerning. Equipping marketers with the right skills and understanding is essential to promote responsible AI use and maintain consumer trust. I’m excited to help drive ADMA’s mission and supporting the industry’s ongoing development.”

Martens concludes: “Sage’s appointment couldn’t be more timely and relevant. As our latest research shows, AI adoption is accelerating while formal training remains limited – reinforcing the urgent need for expert guidance and capability-building to help marketers maintain trust and compliance. ADMA will continue to build the tools, insights, and frameworks our members need to lead with confidence. We’re excited to share more of this journey at the ADMA Global Forum in September.”

Kelly’s appointment reflects ADMA’s long-term commitment to building future-ready capability, whereby marketers are equipped to harness the full potential of AI while staying grounded in trust, transparency, and consumer protection. As AI becomes a defining force in how marketing is imagined, executed, and governed, ADMA is investing in the expertise, frameworks, and capability-building needed to lead that future responsibly. ADMA members can access expert guidance on AI governance, regulatory matters, and responsible data practices free of charge – ensuring they’re supported as the technology, and the rules around it, continue to evolve.