Home Resources Regulatory Spotlight: Dr Sage Kelly, Regulatory & Policy Manager at ADMA Regulatory Spotlight: Dr Sage Kelly, Regulatory & Policy Manager at ADMAIn this series, we spotlight standout figures shaping the conversation around regulation and compliance. This edition features the newest member of ADMA’s regulatory team, Dr Sage Kelly, who brings a unique perspective on AI, psychology and user behaviour to the evolving regulatory landscape. To start, could you share a little about your career to date? I studied psychology and marketing at QUT and started my career in the digital marketing team at Network 10. I later returned to QUT where I researched user acceptance of AI chatbots – a topic that felt quite futuristic at the time as it was well before ChatGPT hit the mainstreamThat curiosity led me to pursue a PhD in Psychology, where I focused on decision making around AI and what drives people to adopt or reject these systems.Throughout my research I looked at factors like trust, privacy concerns and perceived usefulness – essentially adapting traditional technology acceptance models to suit emerging AI tools. Along the way, I’ve collaborated internationally, including with teams focused on placing human values at the centre of AI governance. What drew you to focus on AI and user decision-making? It was the pace of change. When I started everyday use of AI systems was very low – now AI is embedded across industries. I’ve seen in real time how technology outpaces regulation and how society often has to play catch-up.What fascinated me was the psychology of it – how people make decisions about technologies they don’t fully understand. Through my research I found that trust, understanding of how data is used and a sense of contributing to something broader positively influenced user willingness to provide their data to AI. That last one’s interesting – people are more willing to share data if they feel it’s going to benefit others, like a kind of digital altruism. The regulatory landscape is evolving fast. What are some of the most significant changes you see on the horizon? The Productivity Commission’s work around data and technology is particularly impactful. If we want these systems to lift productivity, we need people to adopt them. For that, we need trust. It’s all connected.I’m also closely watching developments in AI regulation – how governments will manage automated decision-making and emerging technologies. In the EU we’re seeing quite comprehensive guardrails, but that can come with complexity. The UK is taking a more innovation-led approach, which could be a useful model for Australia. What are the biggest challenges for marketers right now? One major challenge is education – both for marketers themselves and for the public. When consumers don’t understand how their data is being used, they’re less likely to engage with your product or service.Marketers have a powerful role to play in building trust. That includes explaining the purpose of a system clearly, being transparent about data handling, and showing that what you’re doing serves a broader good. If people feel informed and that their data is safe, they’re more likely to participate. What’s something you wish more marketers understood about privacy? That it’s not just compliance – it’s a competitive advantage. Building systems that are transparent and respectful of users can actually drive trust and brand loyalty.There’s often a missed connection between privacy concerns and adoption: as privacy concerns go up, trust tends to go down. But if people feel confident in how their data is managed, they’re more likely to engage, and that has direct implications for marketing performance. What advice would you give to marketers looking to get more confident on regulatory matters? Stay close to the conversation. Regulations are changing quickly, and understanding the direction of travel is just as important as knowing the current rules.Follow updates from regulators and bodies like ADMA and use your internal legal and compliance teams – they’re there to help you interpret and act on what’s coming. What will have the biggest impact on data-driven marketing over the next five years? AI – specifically how it collects, manages and uses personal data. There’s huge potential to personalise experiences and improve efficiency, but if it’s done without clear ethical boundaries, it risks undermining consumer trust. Mismanagement could lead to backlash, fines and consumer distrust. Why are organisations like ADMA important in this space?Because they bridge the gap between government, policy and practice. Regulation is only effective if it’s understood and implementable. ADMA helps ensure that marketers are heard in regulatory discussions, and that what’s coming down the line is made clear and actionable for industry. And finally, what do you enjoy doing outside of work?I live near the beach, which I love – though as a Queenslander, there’s less swimming in winter! Sage Kelly is part of ADMA’s regulatory affairs team, helping shape industry guidance on AI, data privacy and user trust. FIND OUT FIRST, STAY CONNECTEDSign up to receive ADMA newsletters, updates, trends, special offers, events, critical issues and more Job role*Agency Account Manager/ExecutiveAgency Account/Strategy DirectorCDOCEO / Managing DirectorClient Service / Sales ManagerClient Service/Sales DirectorCMO / CCO / Marketing DirectorCreative Director / HeadData Analyst / Scientist / EngineerDesigner/Copywriter/Creative ManagerEarly Career Data Analyst / Scientist / EngineerHead of Analytics / Analytics LeaderHead of Category/Customer Experience/InsightsHead of Marketing/BrandHead of ProductHR/Learning and Development ManagersIT Director/ManagerLegal/RegulatoryMarketing ConsultantMarketing Executive / CoordinatorMarketing Freelancer / ContractorProduct / Brand / Digital / Communication ManagerSenior Data Analyst / Scientist / EngineerSenior Marketing/Brand ManagerOther You may unsubscribe at any time using the link provided in the communication. View our Privacy Policy. Filter Resources Filter Courses Capability Capability Campaign Integration Compliance Customer Experience Marketing Technology Insights Learnings Brand Development Content Format Content Format Information sheet Member-only Press-release Article Blog Case Study Data Event Infographic Media Coverage Research Tool-kit Video Webinar Whitepaper Topics Topics CMO Crib Sheet CMO Spotlight Global Forum Global Forum 2023 Privacy Awareness Week Privacy series Regulatory Spotlight Resource The Weakest Link Compliance Resources CEO Blog Compliance Regulatory Content Copywriting Creative Data Data-driven Marketing Digital Campaigns Leadership Social Media Thought Leadership Article 03rd Jun 2025 5 mins Australia’s Productivity Commission: An overview for marketers In December 2024, the Government tasked the Productivity Commission, the Government’s research and advisory body ‘on economic, social and environmental issues affecting the welfare of Australians’, with identifying the highest priority reform areas under five productivity pillars. In this article explore what the productivity commission is and what is means for marketers, plus ADMA's involvement in the consultation process as an advocate for industry. Article 07th May 2025 8 mins The Privacy Commissioner is armed and ready to enforce privacy law: Are you prepared? The Office of the Australian Information Commissioner (OAIC) is taking a firm, proactive stance on enforcing privacy law, despite delays to reforms in tranche two. We look at what this means for marketers, CMOs and their businesses, and how ADMA can help navigate these complexities. Article 24th Apr 2025 15 mins The Weakest Link Series: The Platform When it comes to the data privacy chain, few parties hold as much data or influence as platforms. Social media platforms in particular act as the central point where consumer data is aggregated, monetised, and distributed. In this article, we explore three major weaknesses platforms contribute to the data privacy chain including poor data transparency, an overreliance on algorithms, and inadequate enforcement of third-party policies. Article 27th Mar 2025 8 mins How marketers can collaborate with legal in the great privacy overhaul With the first wave of Privacy Act reforms now in effect, privacy compliance has become a high-stakes issue for Australian businesses and marketers are right in the middle of it. Sarah Waladan, Head of Regulatory and Advocacy at ADMA, explains why legal teams need to treat marketing as a frontline compliance function - not an afterthought. Article 27th Mar 2025 9 mins The Weakest Link Series: The Consumer The role the consumer plays in the data privacy chain is a pivotal one. In this article, we explore three key weaknesses consumers have when it comes to data practices. That is, data ignorance, privacy policy neglect, and password practices. We will then assess how each of these weaknesses has data privacy ramifications and discuss how to best remedy these areas for improvement. Article 27th Mar 2025 14 mins The Privacy Series: The Scams Prevention Framework With the number of scams or attempted scams targeting Australians on a daily basis, in February 2025 the Australian Government took action and passed the Scams Prevention Framework Bill (2024). In this latest edition of the Privacy Series, we will explore the new Scam Prevention Framework and what impact it will have on marketers. Load More
Article 03rd Jun 2025 5 mins Australia’s Productivity Commission: An overview for marketers In December 2024, the Government tasked the Productivity Commission, the Government’s research and advisory body ‘on economic, social and environmental issues affecting the welfare of Australians’, with identifying the highest priority reform areas under five productivity pillars. In this article explore what the productivity commission is and what is means for marketers, plus ADMA's involvement in the consultation process as an advocate for industry.
Article 07th May 2025 8 mins The Privacy Commissioner is armed and ready to enforce privacy law: Are you prepared? The Office of the Australian Information Commissioner (OAIC) is taking a firm, proactive stance on enforcing privacy law, despite delays to reforms in tranche two. We look at what this means for marketers, CMOs and their businesses, and how ADMA can help navigate these complexities.
Article 24th Apr 2025 15 mins The Weakest Link Series: The Platform When it comes to the data privacy chain, few parties hold as much data or influence as platforms. Social media platforms in particular act as the central point where consumer data is aggregated, monetised, and distributed. In this article, we explore three major weaknesses platforms contribute to the data privacy chain including poor data transparency, an overreliance on algorithms, and inadequate enforcement of third-party policies.
Article 27th Mar 2025 8 mins How marketers can collaborate with legal in the great privacy overhaul With the first wave of Privacy Act reforms now in effect, privacy compliance has become a high-stakes issue for Australian businesses and marketers are right in the middle of it. Sarah Waladan, Head of Regulatory and Advocacy at ADMA, explains why legal teams need to treat marketing as a frontline compliance function - not an afterthought.
Article 27th Mar 2025 9 mins The Weakest Link Series: The Consumer The role the consumer plays in the data privacy chain is a pivotal one. In this article, we explore three key weaknesses consumers have when it comes to data practices. That is, data ignorance, privacy policy neglect, and password practices. We will then assess how each of these weaknesses has data privacy ramifications and discuss how to best remedy these areas for improvement.
Article 27th Mar 2025 14 mins The Privacy Series: The Scams Prevention Framework With the number of scams or attempted scams targeting Australians on a daily basis, in February 2025 the Australian Government took action and passed the Scams Prevention Framework Bill (2024). In this latest edition of the Privacy Series, we will explore the new Scam Prevention Framework and what impact it will have on marketers.