Sage Kelly.
The ADMA (Association for Data-Driven Marketing and Advertising) has appointed AI research specialist Sage Kelly regulatory and policy manager.
The hire comes as ADMA research, to be released in September, shows 77% of marketers use AI tools at least weekly but only 13% have received formal training.
Kelly will work with ADMA CEO Andrea Martens to shape policy positions and provide guidance to members on AI governance, data privacy and user trust.
"We're thrilled to welcome Sage to the ADMA team," said Martens. "She brings an incredible wealth of experience and a unique combination of industry insight with deep expertise in AI ethics, governance, and human behaviour."
Kelly brings expertise in psychology, digital marketing and AI research. She began her career in digital marketing at Network 10 before completing a PhD in Psychology at Queensland University of Technology investigating the social, ethical and behavioural dynamics behind AI adoption.
ADMA's 2025 State of AI in Marketing Survey, released to coincide with World AI Day, found 52% of marketers use AI tools daily. The most common applications include content generation, ad copy optimisation and brand tone refinement.
Despite concerns about content oversaturation and quality risks, 79% of marketers remain optimistic about AI's potential to enhance marketing effectiveness. However, 84% want a best practice framework to guide responsible AI use.
"The survey results clearly show that AI adoption is now mainstream, but the lack of formal training is concerning," said Kelly.
"Equipping marketers with the right skills and understanding is essential to promote responsible AI use and maintain consumer trust."
The full survey results will be released at the ADMA Global Forum in Sydney on September 9.
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