Marketing transformation consultancy -lution has partnered with AI consultancy Time Under Tension to launch AI Revolution, a five-phase program.
The launch follows research from -lution and the In-House Agency Council finding that while 100% of organisations surveyed are using AI, only 4% have integrated it into their operations. The study found 96% of organisations remain at the lowest two levels on -lution's five-level AI Maturity Ladder.
The program combines -lution's marketing transformation expertise with Time Under Tension's AI implementation and agentic engineering capability.
Time Under Tension is one of Australia's first OpenAI Services Partners. The two firms have already delivered AI capability training and transformation initiatives for CommBank, Sportsbet, Asahi and Adobe.
Chris Maxwell, founder and CEO of -lution, said the market had cracked the fun stuff and stalled on the hard.
"Almost every marketing team is using AI in some way, but very few have fundamentally changed the way they operate because of it," he 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.”
Tim O'Neill, co-founder of Time Under Tension, said organisations had moved from asking whether they should use AI to asking how to make it part of the way they operate.
"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," he said.
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