The Association for Data-driven Marketing and Advertising (ADMA) has released a new podcast episode examining how marketers are adopting artificial intelligence and where the industry still needs to close capability gaps as AI becomes embedded in day-to-day work.
Hosted by Anthony Toovey, a strategic advisor at ADMA, the episode features a discussion with Daniel Bluzer-Fry and Lisa Talia Moretti, co-authors of the ADMA AI Talent & Trust Report, and examines how marketers can use AI ethically while strengthening the human skills that remain central to marketing leadership.
The conversation draws on findings from ADMA’s 2025 State of AI in Marketing Survey, which surveyed more than 1,000 Australian marketers.
Adoption is moving faster than formal training
According to the survey, 75% of marketers now use AI weekly, pointing to how quickly the technology has moved into everyday workflows.
At the same time, only 29% of respondents reported having undertaken formal training, highlighting a gap between adoption and capability as businesses continue to experiment with new tools.
Andrea Martens, CEO of ADMA, said the podcast arrives at a critical moment for the sector.
“AI is transforming marketing at an extraordinary pace, creating powerful new opportunities for marketers to innovate, experiment and deliver more meaningful customer experiences.
“However, the long-term value will depend on how responsibly we use it. As adoption accelerates, marketers have a critical role to play in balancing innovation with accountability to protect consumer trust, strengthen brand integrity and unlock the full potential of this technology.
“This podcast forms part of ADMA’s commitment to supporting the industry with practical insights, research and education, so marketers can build the skills, confidence and governance frameworks needed to lead in an AI-powered future. Making the ADMA AI Talent & Trust Report freely available is another way we’re ensuring marketers have the knowledge and tools they need to navigate this shift with confidence.”
Why marketers are positioned to lead AI adoption
Alongside the podcast, ADMA has made its AI Talent & Trust Report available as a free resource, bringing together views on workforce change, governance and strategy from industry contributors including Tom Goodwin, David Phillips, Siobhan Savage and Peter Leonard.
Toovey said marketers are well placed to shape how organisations adopt AI because of the way the profession balances experimentation and risk.
“Marketers possess the mindsets to be frontrunners in organisational AI adoption: we are curious, we are experimenters, we are innovators. But we are also brand protectors and the reputational risk is huge,” Toovey said.
“The podcast explores the role marketing must play in an AI age and what leaders need to do now to ensure AI becomes one of the most powerful tools marketers have ever had access to, and not a liability.”
Governance remains the missing layer
Dr Sage Kelly
Sage Kelly, regulatory and policy manager at ADMA, said many organisations are still missing the governance frameworks needed to support responsible AI use.
“Marketers are embracing AI enthusiastically, yet most organisations lack the safeguards and governance frameworks needed to manage emerging risks.
“ADMA provides educational resources to help marketers stay up to date on regulatory reforms and requirements in this fast-changing environment – from courses covering the laws marketers need to know to regulatory sessions, toolkits and practical resources designed to support responsible use.
“These resources help marketers build the governance knowledge and safety frameworks they need so they can continue doing what they do best – creating meaningful customer experiences while protecting trust.”
To download the podcast and free report, click here.
Top Image: Andrea Martens