B&T can reveal Sydney-based generative AI experience agency Time Under Tension has joined the OpenAI Services Partner program, to give businesses direct access to OpenAI tools, ultimately making it easier for organisations to adopt AI.
The agency, co-founded by Tim O’Neill, along with digital veterans Jason Ross and Tim Fouhy, specialises in helping businesses implement generative AI across strategy, training, and execution.
With the partnership, Time Under Tension is now able to accelerate adoption of the latest AI capabilities in Australia, supporting clients to move past the experimentation phase.
“What separates experimentation from proper deployment is having clarity on what the technology can actually deliver,” he told B&T during an exclusive interview.
“It’s rarely the tech that’s the problem,” he said. “It’s about understanding the business case, prioritising properly and focusing on use cases that deliver obvious value.”
“Within teams, some people are using one tool, others are using something else and there’s no real methodology. In some cases, people are using free versions of ChatGPT instead of the paid versions, or Gemini, Claude or whatever the tool is. So they’re just not getting the best out of AI.”
Time Under Tension has spent the last three years guiding companies through AI-powered application projects and embedding AI into everyday operations. Its work includes strategy consulting, bespoke AI product development, and training teams on best-practice prompting and advanced applications.
O’Neill highlighted that “adoption is strongest where leadership is engaged”.
“When companies are doing it really well, it tends to be led from the top. The CEO is experimenting with new tools and saying, ‘This is amazing. We need to get everyone else on board.’ Where leadership is clear, adoption thrives,” he said.
“Where it’s absent, progress can stall – not because the technology doesn’t work, but because no one knows who owns it.”
The OpenAI collaboration also allows Time Under Tension to participate in pilot programs for agentic AI systems. Unlike traditional AI chatbots, these systems can autonomously execute tasks, acting like a member of the workforce.
“One retail leader we know is running performance marketing through a small team of AI agents,” O’Neill explained. “It’s like having a digital specialist team that works 24/7, doesn’t take sick leave, and lives in a Mac Mini on their desk.”
While these capabilities currently suit technically confident early adopters, O’Neill said they are set to become mainstream.
“The difference now is that what we can do was just impossible a few years ago. These tools allow us to build an agentic workforce inside businesses, amplifying human productivity and unlocking new opportunities for customers.”
According to him, marketing and media functions are likely to see early applications of agentic AI.
For organisations exploring AI, O’Neill advises “standardising platforms, implementing governance, and investing in training.”
“Once you’ve built that foundation, every employee can get AI superpowers. It amplifies productivity and helps teams find new ways to deliver value to customers.”
