THIRTY
SIX.
PERCENT

36% is the future of
how communications,
brand and creative
teams work together.

We are in danger of AI-ing away the reasons clients call us in the first place.

The problem

Everyone has the tools. Nobody has a plan.

AI has moved faster than our ability to make good decisions about it. The race to automate everything and the quiet worry that we're hollowing out the things that made the work worth trusting — both feelings are right at the same time.

What separates good work from forgettable work now is judgement. Knowing where AI helps, where your taste has to lead, and who you are when you use it. That's not a tool problem. That's a thinking problem.

What happens when you find your 36%

Thirtysixpercent is the maximum you should let AI do the work for you. A little less than half, a little more than a third. We made that boundary up — because there are no boundaries. This is what happens when we find yours.

Your whole team knows where AI belongs — and where it doesn't.
No more half the team thinking it's cheating while the other half hand it everything. A shared line everyone helped draw is a line everyone respects.
Your smartest people are your fastest people.
When confidence is collective, not just individual, the gap between the people racing ahead and the people quietly refusing closes — and stays closed.
Your work sounds like you again.
Distinctiveness is what you get when the tool is fed your situation, your truth, and everything your team already knows. Not the same brief everyone else is running.
When someone asks how you're doing with AI, you have a real answer.
Not a vague gesture at a subscription. A clear, values-led position — built by the people who have to live by it.

"The organisations that succeed with AI won't be the ones with the most tools. They'll be the ones who were clear about who they were before the tools arrived."

Ben Keenan — Founder, Thirtysixpercent
Three ways in

Ready.
Set.
Go.

We're on a mission to help teams work out when to use AI and when to think. Skills to find your feet. Boundaries to keep you safe. Tools to actually get moving. Start wherever the pain is loudest.

01
Ready.
Skills — Training
"My best people are too busy to keep up and half the team think AI is cheating."
Tell Us What You Really Think
A workshop built around real conversations, real friction, real briefs and real outcomes. People leave with a way of working they can use that same morning.
02
Set.
Governance — Boundaries
"When someone asks how we're doing with AI, we don't have an answer."
The AI Governance Framework
Built on our SENSES method. Your people sort real use cases into three zones: go, grey, and never. They build it — we facilitate it.
03
Go.
Action — Co-creation
"All our AI output sounds like everyone else's."
The Living Knowledge Bank
Move from PowerPoint to prototypes. We co-create AI tools that augment your expertise, hold your knowledge, retain your voice, and assist your clients.

What people tell us when it's done.

Not more certain about AI. More certain about themselves. That's the difference a framework makes.

8.6
Out of 10 for purpose alignment
Teams rated how well the framework reflected what they actually believed.
90%
Felt clearer about where they stood
After going through the process. Clarity about themselves — not just about AI.
60%
Gave it a 9 or higher
In a space moving too fast to agree on anything, 6 in 10 gave a strong endorsement.

"Thanks to Ben and Sam, we have boundaries now. Real ones, that the team wrote themselves. The AI does what it's supposed to. We humans do the rest. It's the first time I've felt genuinely confident that we can move forward without AI creeping in where it shouldn't."

Nat Placko, Global Brand Director, Intrepid Travel
Thirtysixpercenters

Thirty Six
Percenters.

Things we are thinking, making and doing to shape the worlds we want to live and work in.

Or read on Substack →

Who we are
Ben
Keenan
Strategist + Filmmaker + Technologist
ben@thirtysixpercent.au  |  0414 529 054

Former CD at Clemenger BBDO. Consultant to VicHealth. Co-creator of TAC "It's People Like Us" with Academy Award winner Eva Orner. Generative AI lecturer at RMIT. 25 years making technology feel human.

Sam
Butcher
Systems Change Strategist
sam@thirtysixpercent.au  |  0422 609 919

Systems change for TAC, VicHealth, WorkSafe. Creator of Australia's first AI social-justice campaign — awarded by the UN. Led Marriage Equality strategy. Makes complex systems move.

We'll know exactly what you're talking about.

The AI consulting space is flooded with people who've never written a brief or turned an insight into creative work that actually works. We have. Talk to us. Ready, Set, Go are starting points — but you can begin wherever it hurts most.

Send us a message

Thanks — we'll be in touch shortly.

Email
ben@thirtysixpercent.au
Phone
0414 529 054
Instagram
@thirtysixpercent_