Advertising Council Australia (ACA) has partnered with Time Under Tension, Australia’s first AI experience agency, to launch AI Academy, a new member-only program designed to help agencies keep pace with a rapidly changing market.
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.
Tony Hale, CEO, ACA, stated, “As generative AI reshapes the marketing landscape, agencies are being asked to deliver more, faster. 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, while developing skills across key pillars of modern agency work:
- Research and insight: framing better audience and competitor questions.
- Strategic synthesis: working with complex reports and transcripts to identify recommendation pathways.
- Workflow automation: building custom GPTs and Gems to handle recurring agency tasks.
- Responsible governance: identifying high-impact use cases while setting practical guardrails for risk management.
Hillier commented, “Most teams don’t need another headline about AI. 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.”
McGinn added, “Many agencies fear they are falling behind. The winners won’t be the teams using the most tools. 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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