Australia Launches Real-Time AI Workforce Mapping for IT & Marketing
Australia’s leading marketing and IT organisations have teamed up with work intelligence platform Reejig to introduce a national initiative that tracks how artificial intelligence (AI) is reshaping workplaces in real time.
Workforce Transformation
The Association for Data-Driven Marketing and Advertising (ADMA) and the Australian Computer Society (ACS), together with Reejig, formed the National Work Intelligence Partnership. This collaboration monitors AI's effects on roles, tasks, and skills within marketing and IT as changes unfold.
ADMA brings expertise in marketing capability, privacy, policy, and innovation, while ACS contributes its knowledge of digital skills, standards, and technology strategy. Reejig provides the backbone with its Work Ontology and Work Operating System (WorkOS), offering detailed data to help leaders in both sectors understand and respond to workforce shifts caused by AI.
The partnership’s goal is to replace guesswork with clear, data-driven insights. This equips marketing and IT leaders with the information needed to make smart decisions on workforce capabilities, talent transitions, and policy development in an AI-driven environment.
Supporting National Skill Development
ACS notes this initiative supports its ten-point action plan from the 2025 Digital Pulse report, which focuses on closing the digital skills gap and boosting national productivity by AUD $25 billion by 2035. The partnership will help coordinate efforts across education and policy to better prepare Australia’s workforce for AI's growing role.
Andrea Martens, CEO of ADMA, said, “Our partnership with ACS and Reejig is set to put marketing at the forefront of an AI-driven future. Combining cross-sector expertise with real-time data gives marketing leaders the confidence and tools to adapt roles, build skills, and manage the biggest change our industry has seen.”
Josh Griggs, CEO of ACS, added, “Digital capability is a national priority, and AI is central to this shift. Bringing technology and marketing together creates a single source of truth to guide skill development, strategy, and innovation on a broad scale.”
Industry Clarity and Responsible Adaptation
Siobhan Savage, CEO of Reejig, highlighted the benefits of transparent work processes: “Many companies have lacked clear insight into how tasks get done, an issue made more urgent by AI’s acceleration. Reejig’s Work Operating System makes every task visible, identifies where AI fits best, and aligns work between people and technology for optimal results. Partnering with ADMA and ACS offers leaders the clarity to redesign work thoughtfully, ensuring AI enhances skills and evolves jobs responsibly in two key Australian sectors.”
Survey on AI in Marketing
As part of this effort, ADMA and Reejig conducted Australia’s most extensive AI in Marketing survey. The results will be published as “AI, Talent & Trust: A New Blueprint for Marketing Leadership” and presented at the ADMA Global Forum 2025.
The forum session, hosted by Holly Ransom, will include expert speakers such as futurist Tom Goodwin, Siobhan Savage from Reejig, Dr Kellie Nuttall from Deloitte’s AI Institute, and ADMA Strategic Advisor Anthony Toovey.
Attendees will gain exclusive insight into how Australian marketing professionals currently engage with AI and what’s needed to lead effectively in an age of intelligent work. The discussion will explore changes in organisational structure, learning frameworks, and creative workflows, focusing on building teams that combine human insight with AI capabilities.
For marketing professionals wanting to deepen their AI skills and stay ahead, exploring specialised courses can be a practical step. Resources like Complete AI Training’s tailored marketing courses offer valuable learning paths to enhance your capabilities in this evolving landscape.
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