ADMA appoints AI ethics expert to lead new marketing regulation strategy
The Association for Data-Driven Marketing and Advertising (ADMA) has strengthened its focus on artificial intelligence, privacy, and data governance in marketing by appointing Dr Sage Kelly as its new Regulatory & Policy Manager. Dr Kelly, who brings experience in digital marketing, psychology, and AI ethics, will work closely with ADMA’s CEO, Andrea Martens, and the regulatory team to help shape policy positions and support members on critical issues, including AI governance, data privacy, and consumer trust.
Dr Kelly’s background includes a tenure in digital marketing at Network 10 and a PhD from Queensland University of Technology, where she studied decision-making around emerging technologies. She emphasises the urgent need to address the rapid pace at which technology overtakes regulation and the pivotal role marketers play in fostering trust and transparency in the adoption of 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,” she said.
Her appointment coincides with the release of ADMA’s 2025 State of AI in Marketing Survey, which reveals a widespread and growing use of AI tools among marketers. According to the survey, 77% of marketers are using AI tools at least weekly, with 52% employing them daily. However, there is a significant gap in formal AI training, with only 13% of marketers having received it. Furthermore, 84% of respondents expressed a desire for a best-practice framework to guide responsible AI use. Common applications of AI in marketing include content generation, ad copy optimisation, and tone refinement.
Despite optimism—79% of marketers remain positive about AI’s impact on marketing effectiveness—concerns persist around content quality and creativity. Dr Kelly stressed that equipping marketers with the right skills is essential to ensure responsible AI use and maintain consumer trust. ADMA CEO Andrea Martens echoed these sentiments, underscoring the timeliness of Kelly’s appointment as AI adoption accelerates while formal training remains limited. She highlighted ADMA’s commitment to building the tools, insights, and frameworks needed to help marketers navigate the complexities of AI with confidence.
These findings align with broader industry trends. For example, a survey by the American Marketing Association found that nearly 90% of marketers have used generative AI tools at work, with 71% using them weekly or more. The surge in AI use underscores its growing role in enhancing marketing productivity and creativity. Similarly, reports indicate that marketers benefit from AI primarily through content creation, optimisation, and ideation, and they appreciate the significant time savings it offers, even as concerns about output quality and misinformation remain.
The market for AI in marketing is rapidly expanding. Projections suggest the global AI market will reach $243.72 billion in 2025, with AI-driven advertising spend growing by 25% year-over-year. Yet, full integration of AI across media campaign lifecycles remains limited; only 30% of agencies, brands, and publishers have fully embedded AI in their strategies, pointing to the need for more strategic roadmapping.
Dr Kelly’s appointment represents the first step in ADMA’s broader strategy to enhance AI capability, industry guidance, and workforce development. The organisation plans to release the full results of its AI survey at the ADMA Global Forum in Sydney in September, where it will share further insights and continue driving the conversation on responsible and effective AI use in marketing.