Australia launches real-time AI workforce mapping for IT & marketing

Australia's peak bodies for marketing and IT have partnered with work intelligence platform Reejig to launch a national initiative mapping the impact of AI on workplaces in real time.

Workforce transformation

The Association for Data-Driven Marketing and Advertising (ADMA) and the Australian Computer Society (ACS), in collaboration with Reejig, have unveiled the National Work Intelligence Partnership. The partnership aims to track how artificial intelligence (AI) is reshaping roles, tasks, and skills across the marketing and IT industries as changes occur.

This initiative draws on ADMA's experience in marketing capability, privacy, policy, and innovation, and ACS's authority in digital skills, standards, and technology strategy. It is powered by Reejig's Work Ontology and Work Operating System (WorkOS), which are designed to provide a comprehensive dataset to aid sector leaders in navigating workforce changes brought on by AI.

The partnership is set to produce data-driven insights, intended to replace conjecture with actionable intelligence, and to assist marketing and IT leaders in making informed decisions about workforce capability, talent transitions, and national policy within an AI-driven environment.

Supporting national skill development

ACS has highlighted that this programme aligns with its ten-point action plan from the 2025 Digital Pulse report, which targets closing the digital skills gap and enhancing national productivity by AUD $25 billion by 2035. The National Work Intelligence Partnership is expected to assist in coordinating efforts towards national workforce transformation, including guiding changes in education and policy to better prepare the workforce for an economy increasingly influenced by AI technology.

"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," said Andrea Martens, CEO of ADMA.

Josh Griggs, CEO of ACS, commented on the importance of digital capability, stating:

"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."

Industry clarity and responsible adaptation

Siobhan Savage, CEO of Reejig, underscored the value of better visibility into work processes, adding:

"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."

Survey on AI in marketing

As part of the partnership, ADMA and Reejig have carried out what they describe as Australia's most comprehensive AI in Marketing survey. The findings will be published under the title "AI, Talent & Trust: A New Blueprint for Marketing Leadership" and presented at the ADMA Global Forum 2025. The session will be hosted by Holly Ransom and will feature speakers including futurist Tom Goodwin, Siobhan Savage from Reejig, Dr Kellie Nuttall from Deloitte's AI Institute, and ADMA Strategic Advisor Anthony Toovey.

Those attending the session will have the opportunity to review exclusive insights on the current state of Australian marketing professionals in relation to AI, and the future direction required to enable leadership in an era of intelligent work. The discussion will move beyond the basics of tools and trends, exploring how AI is changing organisational structures, learning frameworks, and creative workflows, aiming to build collaborative teams that combine both human and AI strengths.

According to organisers, attendees should gain frameworks and knowledge to initiate AI-related transformation and develop marketing strategies that optimise both efficiency and impact within teams and organisations.