TLDR: The Australian Data and Marketing Association (ADMA) has appointed Dr. Sage Kelly as its new Regulatory & Policy Manager, a strategic move to provide expert guidance on AI governance, data privacy, and consumer trust for marketers. This appointment comes as ADMA’s 2025 ‘State of AI in Marketing Survey’ reveals widespread AI adoption (77% weekly use) but a significant lack of formal training (only 13%) among marketers, underscoring the urgent need for responsible AI frameworks.
The Australian Data and Marketing Association (ADMA) has announced the strategic appointment of Dr. Sage Kelly as its new Regulatory & Policy Manager, effective July 15, 2025. This key hire reinforces ADMA’s commitment to equipping marketers with the necessary tools and guidance to navigate the rapidly evolving landscape of artificial intelligence, data privacy, and consumer data use.
In her new role, Dr. Kelly will collaborate closely with ADMA CEO Andrea Martens and the regulatory affairs team. Her primary responsibilities will include shaping policy positions and offering expert guidance to ADMA members on critical areas such as AI governance, data privacy, and fostering user trust. This appointment marks a significant step in ADMA’s broader strategic agenda to lead the transformation of marketing capability, workforce development, and professional standards through AI.
Dr. Kelly brings a unique and robust blend of expertise to ADMA, encompassing psychology, digital marketing, and cutting-edge AI research. Her career began in digital marketing at Network 10 before she transitioned to academia. She holds a PhD in Psychology from Queensland University of Technology (QUT), where her research focused on the social, ethical, and behavioral dynamics influencing AI adoption. Her work has already contributed to policy and product strategies across both industry and government, bridging the crucial gap between technical systems and human values.
Andrea Martens, CEO of ADMA, expressed enthusiasm for the appointment, stating, “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.” Martens further emphasized the timeliness of Dr. Kelly’s appointment, noting, “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.”
Dr. Kelly herself commented on her new role, highlighting the rapid pace of technological advancement: “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.”
This appointment coincides with the release of initial findings from ADMA’s 2025 ‘State of AI in Marketing Survey,’ which sheds light on the current landscape of AI adoption within the marketing sector. The survey reveals that AI use is now mainstream, with 77% of marketers utilizing AI tools at least weekly, and 52% engaging with them daily. Common applications include content generation, ad copy optimization, and brand tone refinement.
Despite this widespread adoption, the survey identified a significant gap in formal training, with only 13% of marketers having received structured education in AI. This disparity underscores a pressing need for comprehensive guidance. Furthermore, 84% of marketers are actively seeking a best-practice framework for responsible AI use. While concerns exist regarding content oversaturation and quality risks, a strong sense of optimism prevails, with 79% of marketers believing in AI’s potential to enhance marketing effectiveness. Dr. Kelly noted, “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.”
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The full results of ADMA’s 2025 ‘State of AI in Marketing Survey’ are anticipated to be released at the ADMA Global Forum, scheduled for September 9 in Sydney.
