Time Under Tension has launched a new AI Academy designed to accelerate practical AI capability across marketing, business and government, appointing leading educator and strategist Simon Hillier to head the program.
The strategic move comes into play following the merger of his training business GetThere into the agency.
The move strengthens the agency’s ability to deliver structured, hands-on AI learning at a time when organisations are shifting from experimentation to implementation.
Merger strengthens agency capability
Jason Ross, co founder of Time Under Tension, said Hillier’s appointment positions the agency for its next phase of growth.
“Simon brings a rare combination of deep communication skills, real world AI understanding, and the ability to engage learners at every level,” Ross said.
“Our clients want to move beyond just switching on AI tools like ChatGPT, Gemini for Workspace and Copilot and make AI part of how they work. Simon’s leadership ensures we can scale that mission, giving leaders and teams the confidence to discover how and where to use AI tools responsibly and creatively in their day to day workflows.”
The merger formalises a partnership that bridges AI theory and practical deployment.
GetThere brings a long track record in capability building for Australian organisations, while Time Under Tension contributes three years of experience designing and delivering generative AI solutions for major brands.
Addressing the gap between AI knowledge and real workplace use
Hillier, now Head of AI Learning at Time Under Tension, said many organisations still face a disconnect between understanding AI and using it effectively.
“Most AI training comes from one of two camps,” Hillier said.
“There are too many consultants who understand the technology but lack experience teaching diverse workforces, or trainers without hands-on AI building experience. Based on Time Under Tension’s three years as Gen AI builders and trainers, we’re bringing together what businesses need to make AI adoption actually work.”
Hillier said joining the agency expands the depth and practical value of what participants can learn.
“Joining Time Under Tension means I can call on their team’s deep expertise in tools solving real client problems. That gives participants something pure training organisations can’t deliver: real-world, practical use of these tools and workflows,” he said.
“I bring the teaching experience to the team’s daily building experience. Together, we can cover everything from beginner to advanced, at a depth and practicality others can’t match.”
Industry demand for AI capability continues to rise
Hillier has taught more than 26,000 professionals across two decades, including nearly 6,000 in generative AI tools such as ChatGPT and other large language models. His work spans government departments, universities and major corporate brands.
He has also spent 17 years teaching at the University of Sydney’s Centre for Continuing Education, where he developed a range of AI communications programs from introductory to advanced.
“AI gives marketers and business leaders the ability to automate the repetitive, create with speed, and focus on what their people do best,” Hillier said.
“When implemented well, it’s not just about efficiency, it’s about freeing teams to think, experiment, and innovate faster and more effectively than ever before.
“The new AI Academy brings together my teaching experience and the agency’s deep practical expertise in deploying generative AI solutions with a mission to help organisations not just understand AI but use it as a driver of growth. I can’t wait to get started.”
The AI Academy will offer programs ranging from short, high impact training to long term capability partnerships tailored to each organisation’s tools, governance frameworks and skill levels.
Time Under Tension has developed and deployed generative AI solutions for clients including NBCUniversal, Optus, Panasonic, ScotPac and Asahi, with the Academy designed to extend that work into broader workforce adoption.
Top image: Simon Hillier and Jason Ross