Mark Tolson. Credit: Runnit
Australian technology company Runnit has built an AI operations platform for in-house marketing teams and creative agencies, automating planning and workflows while aiming to preserve creative quality.
The platform targets the operational side of marketing work, drawing on an organisation's existing knowledge, briefs, brand assets, workflows, project history, team capabilities and client information, to build project plans, recommend resourcing and automate operational processes from a single creative brief.
Mark Tolson, founder of Runnit, built the platform after seeing how much organisational knowledge inside agencies and marketing teams stays locked in disconnected systems, documents and individual experience.
"Marketing teams have embraced AI for content creation, but operationally most organisations are still working exactly as they did before,” he said.
"AI only becomes transformational when it understands the context of how your organisation actually works and that's what Runnit was built to do.
“Instead of asking teams to start from scratch every time a project begins, we use the knowledge they already have to automate planning, improve resource allocation and remove much of the operational friction that gets in the way of creating great work."
Businesses across Australia and New Zealand have already started adopting Runnit as part of broader AI transformation strategies.
"Runnit's capability to understand the operational realities of running our client's businesses has already resulted in significant monthly savings on licensing costs and internal administration time allowing teams to focus on strategic and creative work, rather than mundane admin tasks,” Tolson said.
Tanya Babić, co-founder of creative studio Subversus, said Runnit helped the company realise how much time was being taken up with planning, scheduling and production admin.
"It's has become like another member of the team, keeping track of schedules, chasing outstanding items and helping us prep for shoots,” she said.
“It lets us harness AI in a meaningful way, without having to juggle a dozen different tools ourselves."
Tolson said Runnit represents the next phase of AI adoption for marketing teams, whether in-house or agency.
"We're entering a period where competitive advantage won't come from who has access to AI, because everyone will," he said.
"It will come from which organisations have embedded AI into the way work actually gets done. Marketing teams that can remove operational friction will deliver better work faster, improve profitability and create a better experience for both clients and staff. It's transformation in action."
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