Lution and Time Under Tension have launched AI Revolution, a program aimed at helping marketing teams integrate AI into their operations.The initiative follows research indicating that while all surveyed organisations use AI, only a small fraction have successfully embedded it into their marketing practices.The announcement:-lution and AI consultancy Time Under Tension have partnered to launch AI Revolution, a program designed to help marketing teams turn AI spend into real transformation. AI Revolution is a five-phase transformation program that helps marketing teams move beyond AI experimentation by redesigning workflows, building governance and embedding AI into the way marketing operates. It combines -lution’s expertise in marketing transformation with Time Under Tension’s capability in AI implementation and agentic engineering. The launch follows new research from -lution and the In-House Agency Council, The Race for AI Maturity in Marketing, which found that while 100% of organisations surveyed are using AI, only 4% have integrated it into their operations. Despite increasing AI investment, 96% of organisations remain at Levels 1 or 2 on -lution’s five-level AI Maturity Ladder. Chris Maxwell, Founder and CEO of -lution, says: “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. “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. “That’s why we’ve partnered with Time Under Tension – to help marketing teams turn AI spend into real transformation.” The partnership pairs two complementary strengths. -lution brings a deep track record in marketing transformation and operating-model design, having partnered with four recent In-House Agency of the Year winners, including Treasury Wine Estates, Youi, Sportsbet and Mailchimp in the US. Time Under Tension, one of Australia’s first OpenAI Services Partners, brings three years of deployed agentic AI work, its Peak marketing AI platform, and AI engineering used by some of Australia’s largest brands. The partnership also builds on an existing relationship, with the two businesses having already delivered AI capability training and transformation initiatives for organisations including CommBank, Sportsbet, Asahi and Adobe, spanning capability development, workflow automation and enterprise AI implementation. Tim O’Neill, Co-founder of Time Under Tension, says: “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. “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. “By combining our AI implementation expertise with -lution’s experience transforming marketing organisations, we’re helping marketing teams move beyond experimentation and build AI into the way marketing operates every day.” AI Revolution is available now across Australia and New Zealand for marketing teams across all industries.Source: Press releaseADVERTISEMENT Topics Chris maxwell In-House Agency Council Lution Tim O'Neill Time Under Tension Have your say Or comment anonymously Your comment will be marked as unverified Name Comment Δ Latest Radio ratings: Gold's newly networked shows take a dive Agencies say their AI is the difference: They are selling the wrong thing ANZ names Sian Chadwick as CMO as Astrud Burgess steps back Finfluencers in focus as Mumbrella completes Finance Marketing Summit lineup Attributed vs incremental: Why Meta and Google's numbers might be lying to you