The Association for Data-driven Marketing and Advertising (ADMA) has released a new podcast episode exploring how artificial intelligence is reshaping the marketing industry and how marketers can harness its potential to lead the next era of marketing.
Hosted by ADMA Strategic Advisor Anthony Toovey, the episode features a conversation with Daniel Bluzer-Fry and Lisa Talia Moretti, co-authors of the ADMA AI Talent & Trust Report, examining how marketers can harness AI ethically and effectively while strengthening the human capabilities that remain essential in an AI-powered world.
Drawing on insights from ADMA’s State of AI in Marketing Survey 2025, one of the most comprehensive studies of its kind with more than 1,000 Australian marketers, the conversation explores how rapidly AI is already transforming marketing workflows, alongside the growing need to build capability and ensure responsible use.
The survey found that 75% of marketers use AI weekly, demonstrating how quickly the technology is being embedded into everyday marketing practice. However, with only 29% having undertaken formal training, the findings highlight a significant gap between adoption and capability.
Against this backdrop, the podcast unpacks how marketing teams are integrating AI into their workflows, why core human skills such as creativity, judgement and strategic thinking remain critical in an AI-powered world, and what marketing leaders should be doing now to ensure AI becomes a trusted resource that strengthens brands, customer relationships and long-term business value.
CEO of ADMA, Andrea Martens, says the podcast reflects a pivotal moment for the marketing industry as AI adoption accelerates:
“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.”
Alongside the podcast, the ADMA AI Talent & Trust Report is available to download for free as a resource for marketers navigating the opportunities and risks presented by AI. Developed with guidance from leaders including futurist Tom Goodwin, Deloitte’s David Phillips, Reejig CEO Siobhan Savage, and ADMA regulatory expert Peter Leonard, the report brings together insights across strategy, workforce transformation, skills and governance – providing marketers with a blueprint to harness AI responsibly while continuing to evolve the capabilities that underpin great marketing.
ADMA Strategic Advisor and podcast host Anthony Toovey says marketers are uniquely positioned to lead organisational AI adoption because of the way the profession blends creativity, experimentation and strategic thinking. However, the risks that come with it must also be carefully managed.
He explains: “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.”
“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.”
ADMA Regulatory and Policy Manager Dr Sage Kelly adds that as adoption accelerates, marketers also need access to the guidance and frameworks required to use these technologies responsibly.
“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.”
As AI continues to reshape marketing, the podcast asks a broader question for the industry:how can organisations use this powerful technology in ways that strengthen trust, protect brands and deliver real value for customers?
