ACA introduces AI training for agency teams

Advertising Council Australia has partnered with Time Under Tension to introduce AI Academy, an eight-week training programme designed to help agencies apply artificial intelligence across their operations.

The member-only course targets teams across strategy, client leadership, creative, production and management, with a focus on moving beyond experimentation to practical implementation that improves output, efficiency and client delivery.

Training programme focuses on practical AI use

AI Academy begins on 16 June and runs through eight live online sessions led by Simon Hillier and Cat McGinn. Participants will work with platforms including ChatGPT, Google Gemini, Claude, Perplexity, ElevenLabs and Runway.

The curriculum covers key areas of agency work, including research and insight development, strategic synthesis of complex materials, workflow automation through custom AI tools, and governance frameworks for responsible use.

Tony Hale highlights need for industry adaptation

Tony Hale: "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."

The programme aims to equip participants with practical skills that can be applied immediately within agency environments, particularly as demand for faster and more efficient delivery increases.

Course aims to bridge AI knowledge gap

Simon Hillier: "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."

Cat McGinn: "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."

The initiative reflects a broader shift among agencies seeking structured approaches to integrating AI into daily workflows while balancing efficiency gains with governance and risk management.

www.advertisingcouncil.org.au

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