ADMA appoints Dr Sage Kelly to lead AI guidance for marketers – ChannelLife Australia
The Association for Data-Driven Marketing and Advertising has appointed Dr Sage Kelly as Regulatory & Policy Manager in a move to address the increasing need for expertise in AI regulation within the marketing industry.
Dr Kelly, an AI research specialist with a background in psychology, digital marketing, and AI ethics, will be responsible for guiding policy development at ADMA, supporting marketers facing complex changes in regulatory requirements concerning artificial intelligence, privacy, and consumer data usage.
In collaboration with ADMA Chief Executive Officer Andrea Martens and the regulatory affairs team, Dr Kelly will help position the organisation to provide practical information and guidance to members. Key areas of focus will be AI governance, data privacy, and building consumer trust as the use of AI becomes more prevalent in the marketing sector.
Dr Kelly holds a PhD from Queensland University of Technology that examined the social, ethical, and behavioural implications of AI adoption. Her research has previously shaped policy and product approaches across both the private and public sectors. She began her professional career in digital marketing at Network 10 before moving into academia to explore human decision-making around emerging technologies.
Survey findings
The announcement comes as ADMA releases initial findings from its 2025 State of AI in Marketing Survey. Data from the survey indicates that while a significant majority of marketers are adopting AI tools in their regular practice, a clear capability gap exists.
According to the findings, 77% of marketers utilise AI weekly, with 52% reporting daily use. However, only 13% of those surveyed have received any form of formal training in AI. This suggests that while AI is now integrated into common marketing practice, the knowledge and skill base to use these tools responsibly and effectively is limited.
Other results from the survey highlight that 84% of respondents are seeking a structured best-practice framework to support responsible AI use in their work. The primary uses for AI among marketers were identified as content generation, the optimisation of advertising copy, and the refinement of brand tone.
Despite industry concerns regarding the risks of content oversaturation, declining creativity, and potential impacts on quality, 79% of participants remained optimistic about AI's ability to improve overall marketing effectiveness.
Commenting further on her new appointment and broader industry implications, Dr Kelly stated, "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."
ADMA CEO Andrea 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."
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."
AI capability and guidance
By appointing Dr Kelly, ADMA aims to play a role in shaping the ongoing transformation of marketing capabilities and professional standards. The association's strategy includes supporting workforce development and promoting responsible data practices, enabling marketers to meet new regulatory expectations as AI technologies evolve.
ADMA members are able to access guidance on AI governance and regulatory issues as the association continues its stated commitment to help the sector adapt to emerging technological and legislative challenges while prioritising trust, transparency, and consumer protection.
