Marketing transformation consultancy -lution has partnered with AI consultancy Time Under Tension to launch an AI program ‘AI Revolution’, aimed at helping marketing teams embed the technology into day-to-day operations rather than treating it as “a standalone tool”.
The five-phase transformation program is designed to help organisations redesign marketing workflows, establish AI governance and integrate AI across marketing functions.
It combines -lution’s marketing transformation expertise with Time Under Tension’s AI implementation and agentic engineering capabilities.
The launch comes as new research from -lution and the In-House Agency Council highlights a significant gap between AI adoption and operational maturity.
According to The Race for AI Maturity in Marketing report, while every organisation surveyed is using AI, only 4 per cent have fully integrated it into their operations. The research found that 96 per cent of organisations remain in the first two stages of -lution’s five-level AI Maturity Ladder despite growing investment in AI technologies.
Chris Maxwell, founder and CEO of -lution, said many organisations had embraced AI tools but had yet to fundamentally change the way they work.
“The market has cracked the fun stuff and stalled on the hard stuff. Almost every marketing team is using AI in some way, but very few have fundamentally changed the way they operate because of it,” Maxwell said.
“AI maturity isn’t a tools problem, it’s a transformation problem. The organisations pulling ahead aren’t the ones with the biggest AI budgets, they’re the ones redesigning workflows, building the right governance and giving their teams the capability to work differently.”
Maxwell said the partnership with Time Under Tension was designed to help marketers translate AI investment into operational change.
The collaboration brings together -lution’s experience designing marketing operating models with Time Under Tension’s AI implementation expertise. The consultancy, one of Australia’s first OpenAI Services Partners, has developed agentic AI solutions and its Peak marketing AI platform for several major Australian brands.
The two businesses have previously worked together on AI capability and transformation projects for organisations including CommBank, Sportsbet, Asahi and Adobe.
Tim O’Neill, co-founder of Time Under Tension, said the conversation around AI had shifted from adoption to implementation.
“Over the past 18 months we’ve seen organisations move from asking whether they should use AI to asking how they make it part of the way they operate,” O’Neill said.
“That’s a much harder challenge because it isn’t solved by technology alone. It takes the right strategy, governance and capability to create meaningful change.”
