Time Under Tension launches AI Academy as GetThere merges into agency; appoints Simon Hillier to lead

AI specialist agency Time Under Tension has appointed leading AI educator and communications strategist Simon Hillier to head its newly launched AI Academy, a program designed to accelerate AI capability across marketing, business and government sectors.

The appointment follows the merger of Hillier’s bespoke training business, GetThere, with Time Under Tension, strengthening the combined capability to deliver hands-on, practical AI learning to a wider range of clients.

Jason Ross, Co-founder, Time Under Tension, said the merger and Hillier’s appointment mark a major step forward in expanding the company’s educational impact: “Simon brings a rare combination of deep communication skills, real-world AI understanding, and the ability to engage learners at every level.

“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 unites GetThere’s proven expertise in training and capability-building for Australian businesses with Time Under Tension’s real-world experience deploying generative AI solutions for leading brands. Together, they create a comprehensive offering that bridges the gap between AI theory and practical application.

Says Simon Hillier, Head of AI Learning, Time Under Tension: “Most AI training comes from one of two camps. 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.

“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.

“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.”

Hillier has spent nearly two decades teaching over 26,000 professionals to use language, technology, and strategy to transform ideas into impact. In recent years, he has trained nearly 6,000 people in generative AI tools such as ChatGPT and large language models (LLMs), working with clients across all levels of government as well as major brands and universities.

Hillier has also trained and lectured at the University of Sydney’s Centre for Continuing Education for 17 years, where he designed and delivered AI communications courses from introductory to advanced levels.

Adds Hillier: “AI gives marketers and business leaders the ability to automate the repetitive, create with speed, and focus on what their people do best. 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 builds on Time Under Tension’s experience developing and deploying generative AI for clients such as NBCUniversal, Optus, Panasonic, ScotPac, and Asahi. Its programs range from short, high-impact sessions to long-term capability-building partnerships, tailored to each organisation’s tools, skill levels, and compliance needs.

Pictured (L-R): Simon Hillier and Jason Ross

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