Simon Hillier and Cat McGinn.
Advertising Council Australia (ACA) has partnered with AI experience agency Time Under Tension to launch AI Academy, a member-only program.
The eight-week course is for teams across the agency, from strategy and client leadership to creative, production and management, looking to move beyond experimentation and use AI to produce better work, meet growing client expectations and run operations more efficiently.
“As generative AI reshapes the marketing landscape, agencies are being asked to deliver more, faster,” said ACA CEO Tony Hale.
“This is a great opportunity for ACA members to learn from one of Australia’s most experienced AI specialists through a course built to help them adapt, improve and stay competitive.”
AI Academy starts June 16 and runs over eight live online sessions hosted by Simon Hillier, head of AI learning at Time Under Tension, and Cat McGinn, founder of Liminal & Co and creator of humAIn.
Participants will work with platforms including ChatGPT, Google Gemini, Claude, Perplexity, ElevenLabs and Runway.
“Most teams don’t need another headline about AI,” said Hillier.
“They need to know what saves time, lifts the quality of work and helps deliver better results on Monday morning.
“Participants will leave with a practical adoption roadmap they can put to work immediately.”
They will learn how to frame better audience and competitor questions, work with complex reports and transcripts to identify recommendation pathways, build custom GPTs and Gems to handle recurring agency tasks and identify high-impact use cases while setting practical guardrails for risk management.
“Many agencies fear they are falling behind. The winners won’t be the teams using the most tools,” said Cat McGinn.
“They’ll be the teams that know where AI fits, where it doesn’t, and how to use it to get ahead.”
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