Australian technology company Runnit has launched an AI-native operations platform for in-house marketing teams and creative agencies. The platform automates project planning, streamlines workflows, and improves operational efficiency without cutting into creative quality.
Most AI tools for marketers focus on generating copy, images, or video. Runnit targets something different - the operational complexity that slows teams down before creative work even starts. The platform pulls from an organisation's existing briefs, brand assets, workflows, project history, team capabilities, and client information to build complete project plans from a single creative brief. It recommends resourcing and automates many of the administrative steps that typically run across spreadsheets, email threads, and siloed tools.
Founder and software engineer Mark Tolson built the platform after watching agencies and in-house teams lose hours to disconnected systems and trapped institutional knowledge. "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."
Not just project management
Runnit generated project plans account for team capability, capacity, project history, budgets, and timelines inside a single workflow. The platform includes AI-powered dashboards, reporting, digital asset management, and workflow automation. Tolson described it as "an operating system for modern marketing teams," rather than a traditional project management tool.
The company said Runnit has already been adopted by businesses in Australia and New Zealand looking to use AI as part of a broader AI for Marketing strategy. According to Tolson, the platform's ability to understand operational realities has led to "significant monthly savings on licensing costs and internal administration time."
Early adoption in creative studios
Tanya Babić, Co-Founder of creative studio Subversus, said the platform quickly revealed how much time leaked into production admin. "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. It's has become like another member of the team, keeping track of schedules, chasing outstanding items and helping us prep for shoots. It lets us harness AI in a meaningful way, without having to juggle a dozen different tools ourselves."
Operational advantage as the new frontier
Tolson argues that the next phase of AI adoption is about embedding AI into how work gets done, not just generating content. "We're entering a period where competitive advantage won't come from who has access to AI, because everyone will. 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."
That shift puts AI Agents & Automation at the center of how marketing teams operate daily, not just at the edges of a content calendar. For organisations weighing where to apply AI next, Runnit's launch signals that the operational layer - the planning, resourcing, and workflow management - is now fair game for automation that goes beyond simple task checklists.
Why this matters for marketing professionals
Time lost to administrative work is time not spent on strategy or creative output. Runnit's approach suggests that agencies and in-house teams can reclaim that time by feeding AI the information that already exists inside their organisation - past briefs, team availability, project histories - rather than starting from a blank canvas every time. The platform is not another tool for generating ad copy; it's engineered to remove the invisible friction that accumulates around every project. For marketing leaders, reducing that operational drag could directly affect profitability and team morale without requiring any change to creative standards.
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