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Time Under Tension
[edit]Time Under Tension is an Australian artificial intelligence consultancy founded in 2023 in Melbourne. The company focuses on generative AI implementation for business applications and has been featured in Australian media in the context of AI commerce trends.
Background
[edit]Time Under Tension was founded by Tim O'Neill, Jason Ross and Tim Fouhy in 2023. O'Neill and Fouhy had previously co-founded the digital agency Reactive, which was acquired by Accenture Interactive in 2015.[1] The three founders were former executives at Accenture Interactive before establishing the new business. According to Consultancy.org, the company describes its methodology as sitting "at the intersection of design, user experience and artificial intelligence".[2]
Business operations
[edit]Time Under Tension provides artificial intelligence consulting services, including strategy development, workshop facilitation and custom application development for generative AI technologies. Clients include Australian brands such as Foxtel, Asahi and King Living.[3]
In 2024, the company launched Peak, a software platform featuring a suite of AI tools for marketing tasks.[3] The platform is designed to offer AI capabilities aimed at non-technical users.
Media coverage and industry recognition
[edit]Co-founder Tim O'Neill has been quoted in Australian media on AI technology and e-commerce topics. In 2025, The Age and The Sydney Morning Herald published articles including his commentary on conversational commerce, retail transformation and AI search technologies.[4][5][6] Inside Retail also featured his views on e-commerce in the AI era.[7]
The company has been covered by publications including Mumbrella, which profiled its business model and client work.[3] Consultancy.org covered the company’s launch and the founders’ backgrounds.[2]
Time Under Tension has been listed as a winner or finalist in several Australian industry awards, including the Singularity category at the Pause Awards,[8] and finalist placements in the B&T Awards[9] and Mumbrella Awards.[10]
References
[edit]- ^ "Accenture Completes Acquisition of Reactive Media Pty Ltd". Accenture Newsroom. 9 April 2015.
- ^ a b "Ex-Accenture trio launch AI consultancy Time Under Tension". Consultancy.org. 2 June 2023.
- ^ a b c "'It lets marketers get the job done': Aussie consultancy plans to make AI easier". Mumbrella. 28 October 2024.
- ^ "You can now shop using ChatGPT, but is it worth the hype?". The Age. 30 May 2025.
- ^ "Start-up challenges Google in race to dominate the AI search market". The Age. 1 June 2025.
- ^ "Start-up challenges Google in race to dominate the AI search market". The Sydney Morning Herald. 1 June 2025.
- ^ "How AI experts see the future of e-commerce in the ChatGPT era". Inside Retail. 14 May 2025.
- ^ "Time Under Tension wins Pause Awards Singularity category". Pause Awards. 2024.
- ^ "Come One, Come All! It's Your Agency Of The Year Finalists For 2024's B&T Awards". B&T. 4 October 2024.
- ^ "Mumbrella Awards 2025 shortlist". Mumbrella. 7 May 2025.
Category:Technology companies of Australia Category:Companies based in Melbourne Category:Companies established in 2023 Category:Artificial intelligence companies