Untitled Group
Whole-Organisation AI Adoption in 10 Weeks
10 weeks
Education programme
7 teams
Trained, from leadership down
In person
Audit across the business
Untitled Group is Australia’s largest independently owned music and events company, behind festivals like Beyond The Valley and Pitch Music & Arts. They didn’t want a few AI tools bolted on. They wanted the whole business confident with AI and using it the same way, so we started with an in-person audit and followed it with a 10-week education programme.
The challenge
Most of the team had never opened Claude or ChatGPT, and there was no shared approach to how the business should use it. A handful of power users were experimenting on their own, but without common standards that progress stayed with individuals instead of lifting the whole organisation.
How it ran
Step 01
An in-person audit
We interviewed teams across the business, from artist management and tour accounting to ticketing, mapping how the work actually gets done and where AI would genuinely help.
Step 02
A finding that shaped everything
Many of the most important workflows only run once or twice a year, around festival season. Automating them wasn’t worth it, but teaching the people who run them to move faster with Claude was. So education became the core of the engagement.
Step 03
Leadership first
The programme started with the senior leadership team, so the people setting direction could lead the change. We covered setting Claude up properly, best practices, and how to give AI the context it needs to do useful work.
Step 04
Department by department
Then we ran sessions for Ops, Marketing, Comms, Finance, Touring and Brand, built around each team’s real work rather than generic examples.
Step 05
Building, not just learning
Every session ended with people building something: skills that automate their own tasks, scheduled routines, and for those who wanted to go further, their own apps and dashboards with Claude Code.
Step 06
Paced to the room
When leadership asked for more breathing space, we moved to fortnightly sessions grouped by skill level, added office hours, and built a resource portal of tutorials and ready-made skills the team can come back to.
The results
- Staff who had never opened an AI tool now building with one, alongside power users pushing further
- People automating their own tasks with skills they built themselves, from turning meeting notes into tasks to generating touring routing docs straight from venue emails
- Team members shipping their own apps and dashboards with Claude Code
- Finance processes for purchase orders and payment runs turned into reusable skills
- One standard way of using AI across the business: a shared Claude setup and agreed best practices in every team
- An internal power-user group keeping momentum going between sessions
In their words
“A couple of sessions ago, you took us through how to ship things with Vercel and GitHub. It was a lot to process in the call, but I went away on the weekend and built two apps off the back of that session, because I just knew how to build the infrastructure around them.”
Senior Leadership Team member
Untitled Group
“We wanted adoption to be organic, not something that felt like a company mandate. So we started by giving the team time to explore the tools on their own, then followed with a series of workshops that showed, in real time, how AI can be useful and tailored to each person’s work. Swanny and Alex have led our teams through these sessions on how to build, why we should build, and almost as importantly, what not to build. I’m really happy with where we are now and excited for what’s possible next.”