Regulatory Spotlight: Dr Sage Kelly, Regulatory & Policy Manager at ADMA

In 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 mainstream

That 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.