Media Release - Sydney, Australia - August 21, 2025: Australia’s peak bodies for marketing and IT – the Association for Data-Driven Marketing and Advertising (ADMA) and the Australian Computer Society (ACS) – have partnered with leading work intelligence provider Reejig for a landmark project to map the impact of AI on workplaces in real-time.
The National Work Intelligence Partnership will map how AI is transforming roles, tasks and skills across the marketing and IT industries in real time. Powered by Reejig’s Work Ontology® and Work Operating System (WorkOS), it will provide a first-of-its-kind dataset to help leaders in these critical sectors navigate the rapidly shifting workforce dynamics and demands.
Uniting ADMA’s expertise in marketing capability, privacy, policy, and innovation with ACS’s authority in digital skills, standards, and technology strategy, the partnership sets a new national benchmark for evidence-based workforce transformation. It will cover everything from redefining capability and accelerating talent transitions to rethinking how education and policy prepares teams for an AI-powered economy.
The program will replace guesswork with live, actionable intelligence, giving marketing and IT leaders the tools, frameworks, and clarity to align ethics with productivity, guide strategy, and shape national policy.
This partnership supports ACS’s ten-point action plan to close Australia’s digital skills gap and boost national productivity by $25 billion before 2035, as outlined in the 2025 Digital Pulse report.
For ADMA, this partnership speaks to the future of marketing where AI is a powerful collaborator. By equipping marketers with the skills to integrate AI ethically and effectively, we strengthen the profession’s role in shaping smarter, more human-centred marketing.
Andrea Martens, CEO of ADMA, says, “Our landmark partnership with ACS and Reejig is industry-defining, designed to put marketing at the forefront of an AI-driven future. By uniting cross-sector expertise with real-time intelligence, we can give marketing leaders the confidence, evidence, and tools to adapt roles, build capability and navigate the most significant transformation our industry has faced.”
Josh Griggs, CEO of ACS, says: “Digital capability is now a national priority and AI is at the centre of that transformation. Bringing tech and marketing together under a national work intelligence partnership will create a single source of truth to guide skills, strategy and innovation at scale.”
Siobhan Savage, CEO of Reejig, adds: “For too long, companies have been flying blind on how work gets done, a challenge now exposed more than ever by the acceleration of AI. Reejig’s Work Operating System makes every task visible, shows where AI belongs, and orchestrates work between people and technology for maximum impact. Partnering with ADMA and ACS means giving leaders the clarity to reinvent work boldly and responsibly - ensuring AI elevates capability, reshapes tasks, and evolves jobs and skills in two of Australia’s most important sectors.”
AI in Marketing Survey Launch at ADMA Global Forum 2025
As part of the initiative, ADMA, in partnership with Reejig, has conducted the most comprehensive AI in Marketing survey undertaken in Australia. The findings, published as AI, Talent & Trust: A New Blueprint for Marketing Leadership, will be unveiled at the ADMA Global Forum in a practical AI session hosted by Holly Ransom, featuring futurist Tom Goodwin, Reejig CEO & Co-Founder Siobhan Savage, Deloitte’s AI Institute Leader Dr Kellie Nuttall and ADMA Strategic Advisor Anthony Toovey. Delegates will be among the first to access exclusive insights on where Australian marketers stand today and where they need to go to lead confidently in the age of intelligent work.
The session will go beyond tools and trends to show how AI is changing team structures, learning ecosystems and creative workflows – and how to build collaborative human–AI teams that elevate both creativity and capability. Attendees will walk away with frameworks, foresight and momentum to lead AI-powered transformation, creating marketing that’s not just more efficient, but more impactful.
The ADMA Global Forum 2025 will be held on September 9 at Sofitel Wentworth Sydney. Tickets are available at https://www.adma.com.au/GF25.