The Association for Data-Driven Marketing and Advertising (ADMA) has appointed AI researcher Dr Sage Kelly as its new Regulatory & Policy Manager.
Her appointment comes as the organisation increases its focus on AI, privacy, and data governance in marketing.
Dr Kelly will work with ADMA CEO Andrea Martens and the regulatory team to guide policy positions and provide support to members on key issues such as AI governance, data privacy, and consumer trust.
She brings experience across digital marketing, psychology, and AI ethics. She previously worked in digital marketing at Network 10 before completing a PhD at QUT on how people make decisions about emerging technologies.
Martens said: “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.”
Dr Kelly said of her new role: “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.”
Markerters and AI: The findings from ADMA’s 2025 State of AI in Marketing
Her appointment coincides with the release of initial findings from ADMA’s 2025 State of AI in Marketing Survey, which highlights the growing use of AI in marketing and a gap in formal training.
The survey, released on World AI Day (July 16), found that 77% of marketers use AI tools at least weekly while 52% are using it daily.
Meanwhile, 13% have received formal AI training and 84% want a best-practice framework to guide responsible AI use
The ADMA survey found the most common uses of AI include content generation, ad copy optimisation, and tone refinement.
It also noted that 79% of marketers are optimistic about AI’s impact on marketing effectiveness, despite concerns around content quality and creativity.
Kelly said of the survey: “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 support the industry’s ongoing development.”
Andrea Martens: ‘ADMA will continue to build the tools, insights, and frameworks our members need to lead with confidence.’
Martens added: “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.”
Dr Kelly’s appointment to the role marks the first step in a broader ADMA strategy focused on AI capability, industry guidance, and workforce development.
The full results from the AI survey will be presented at the ADMA Global Forum in Sydney on September 9.
Top image: Dr Sage Kelly