Runnit takes aim at marketing’s AI admin problem

Australian technology company Runnit has launched an AI operations platform designed to reduce the planning and administrative work handled by in-house marketing teams and creative agencies.

The platform uses an organisation’s existing briefs, brand assets, workflows, project history and team information to build project plans, recommend resources and automate operational processes.

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Moving AI beyond content creation

Runnit is targeting the work that takes place around creative production, rather than focusing solely on generating content. Its platform includes AI-powered dashboards, reporting, digital asset management and workflow automation.

Mark Tolson, founder of Runnit, developed the platform after seeing organisational knowledge become fragmented across documents, software systems and individual team members.

“Marketing teams have embraced AI for content creation, but operationally most organisations are still working exactly as they did before,” Tolson 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.”

Project plans built from company knowledge

Runnit generates project plans based on factors including team capacity, capabilities, budgets, timelines and previous work. Tolson described the product as “an operating system for modern marketing teams”.

The company said the platform has already been integrated into businesses across Australia and New Zealand. It also claimed customers had reduced software licensing costs and the time employees spent on internal administration.

Tanya Babić, co-founder of creative studio Subversus, said the platform had highlighted how much time the business spent managing production.

“Using Runnit made us realise just how much of our time was disappearing into planning, scheduling and so much of the production admin that quietly accumulates around every job,” Babić said.

She said Runnit helped the studio manage schedules, follow up outstanding tasks and prepare for shoots without requiring staff to move between several tools.

Embedding AI into marketing operations

Tolson said access to AI alone would become less of a competitive advantage as the technology became widely available. Instead, he argued that performance would depend on how organisations incorporated AI into their everyday processes.

“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,” he said.

Top image: Mark Tolson, founder of Runnit