TimeTac builds workforce management and time-tracking software used across DACH and Spain, as well as English-speaking and international markets inherited through the Early (Timeular) acquisition, including the US and several other countries. Its marketing and growth team wanted reporting and monitoring to happen without them: not another chat window to visit, but work that arrives finished. Three weeks after the first automation went live, the team was running ten of them, most on a schedule.
By the numbers: the first three weeks in production
Measured on the internal AI platform between 13 July and 5 August 2026, from TimeTac's first production run to the date of writing.
- 10 automations live in production
- 117 agent runs in the first three weeks
- 54 of those runs executed on schedule, unattended
- 5 people on the team running their own automations
Where it started: a workshop first, software second
The engagement opened with a hands-on AI enablement workshop for the whole marketing department, not a tool rollout. Specialty Tokens ran the session with one goal: a shared standard for how the department works with AI every day, so that everyone moved up a level at the same time.
That shared baseline is what made the automations stick. By the time the platform arrived, the team already knew what was worth delegating and could build for itself instead of waiting on a vendor.
What they built
Marketing now receives most of its recurring reporting and monitoring as finished output, from automations the team built and owns.
- Performance reporting: ready-to-use insights delivered straight into the channels the team already works in.
- Market and brand monitoring: ongoing monitoring of market and brand signals, with priority items surfaced immediately.
- Campaign health checks: recurring checks that flag issues early instead of at the end of the month.
- Visibility in AI channels: tracking for emerging AI channels that previously had no structured reporting.
- Search-term research: a reusable skill and agent that evaluates relevant search terms across TimeTac's markets and turns the findings into actionable content and campaign inputs.
- Morning briefings: a single briefing that consolidates the day's most important inputs.
- Outbound follow-up: automated processing of outbound results into qualified leads and clean CRM handoffs.
In practice
The clearest win is a recurring digest of how TimeTac shows up across AI assistants like ChatGPT, Claude and Perplexity, a channel most marketing teams still have no reporting for at all. It arrives on a schedule with the positioning read already done.
The work it replaces is the kind that quietly does not get done: logging into a dashboard, reviewing it manually and turning it into something worth forwarding. The automation does that part, so the team spends its attention on the conclusion instead of the collection.
The same approach now supports search-term research across TimeTac's expanded international footprint. Instead of repeatedly starting the research from scratch, the team can use a shared skill and agent to evaluate terms consistently across DACH, Spain, English-speaking markets and the countries inherited through the Early (Timeular) acquisition.
The work stopped being outsourced
An AI calling initiative had run for more than eighteen months with external specialists, through complex tooling and processes, without reaching a working result.
The team then built a working version itself, in a week, using what it had learned in the workshop. The capability moved in-house: the people who need the output now build it, and they no longer wait on anyone outside the company to do it for them.
Why it worked
- The team owns the work. Five people across marketing, growth and leadership run their own automations, built by the people who need the output rather than by a vendor.
- Most of it runs unattended. Almost half of all runs are scheduled, so the reporting and monitoring load leaves the team's calendar entirely.
- An internal champion, not a rollout plan. Aina John Punter helped drive adoption across the workspace, and the pattern spread from there.
- Knowledge transferred, not just software. The engagement opened with a hands-on workshop for the whole department, and the team has been building on that baseline since.
