ORVX AI was not founded by a software engineer who read about retail. It was founded by someone who spent 20 years inside Australia's largest hospitality and retail chains, running them at the highest level, and who now sees AI as the single most important lever available to Australian business owners.
ORVX AI was not founded by a software engineer who read about retail. It was founded by someone who spent 20 years inside Australia's largest hospitality and retail chains — running them at the highest level — and who now sees AI as the single most important lever available to Australian business owners.
Kyle Steel spent over 20 years inside Australia's most recognised retail and hospitality chains — Gloria Jean's, Jamaica Blue, Muffin Break, The Athlete's Foot — holding national operations and CEO-level roles across businesses turning over more than $60 million a year. He was responsible for multi-site performance, franchise health, supply chain, people and culture, and the daily commercial reality of keeping national brands running profitably at scale.
Revenue up 22% year-on-year. Operating costs down 27%. Kyle also founded and scaled multiple businesses from zero to significant revenue within 18 months. It was that operational depth — knowing exactly where money is lost, where effort is wasted, and where the real levers of a business sit — that made the AI opportunity impossible to ignore.
ORVX AI was built to close that gap. Not as a software vendor. Not as a slide deck factory. But as a genuine operational partner — one that embeds into your business, understands how it actually works, and builds AI systems that make it run better.
Callum Pendleton is a creative marketing and growth leader with a career spanning the world's most recognised agency networks, enterprise technology companies and media groups. Currently serving as CEO of ORVX AI, Callum brings a rare combination of commercial acumen, creative strategy and enterprise-scale leadership to everything the business does.
Most recently, Callum held the role of Managing Partner ANZ at TCS Interactive — the Innovation, Marketing and Advertising Technology arm of Tata Consultancy Services — leading a regional team of 200+ associates across three offices and overseeing a $200 million revenue stream. His client portfolio included Commonwealth Bank, Woolworths, NAB, Westpac, Stockland and Medibank.
Before that, as Head of Agency APAC at Indicia Worldwide, he delivered 280% client revenue growth in his first fiscal year, leading creative and growth operations for enterprise clients including Unilever, Heineken and Nissan across the Asia-Pacific region.
Zharna Dubler has built and run her own digital marketing agency, working with large multinational brands on a global scale. She brings over a decade of hands-on experience across social media strategy, performance marketing, content direction and brand growth — not from the sidelines, but from inside the agencies and boardrooms where those decisions get made.
Throughout her career Zharna has worked across big-name brands including Prezzee, Sanitarium, Weet-Bix, So Good and more — delivering integrated campaigns across global markets and managing everything from content calendars and influencer partnerships to paid media budgets and executive-level reporting. Her work spans Australia, North America, the UK and New Zealand.
At ORVX AI, Zharna leads marketing and growth. She is the strategic force behind how ORVX communicates, positions and scales — bringing deep skills in digital marketing, content strategy, stakeholder communication, performance optimisation and brand building to everything the business does.
Aline Wendt has spent her career at the intersection of people, organisations, and change — most recently as Communication Manager at Bosch, where she led transformation communication, corporate messaging, and leadership strategy across one of the world's largest industrial organisations.
AI implementation is not just a technology challenge. It is a people challenge. When tools change, roles shift. When processes are automated, teams feel uncertain. When leadership rolls out AI without proper communication and support, the result is resistance, disengagement, and failed adoption — no matter how good the technology is.
As AI Change & Adoption Lead, Aline leads the human side of every ORVX AI engagement — preparing people for what is changing, why it is changing, and what it means for them. Building understanding, reducing friction, and ensuring AI adoption translates into real, lasting change.
Most AI consultants have never run a business. They understand the technology. They do not understand what it is like to have 40 staff call in sick on a Saturday or lose your biggest supplier overnight. We do.
We come to your business, walk your floor, and sit with your team. We do not diagnose from a screen. Every recommendation is grounded in what we actually see inside your operation.
We never recommend technology for technology's sake. Every AI tool we introduce has a specific business problem it solves, a measurable outcome attached, and a clear path to ROI for your specific situation.
We are not here to deliver a report and disappear. We stay alongside you through implementation, adoption, and ongoing optimisation — because we know that is where the real work happens.
Our frameworks were built for the businesses that actually power the Australian economy — hospitality, retail, trades, and services — not for venture-backed startups with engineering teams.
We translate AI into plain business language. You will always understand exactly what we are doing, why we are doing it, and what it should deliver — in dollars and hours, not in buzzwords.
Based in Australia, working with Australian businesses, understanding Australian market conditions, regulations, and business culture. Not an offshore product with an Australian flag on it.
Our senior operations and management team have run real businesses at scale — across hospitality, retail, trades, and services. They personally oversee every client engagement from day one, not junior consultants learning on the job.
Behind every strategy is a team of over 100 specialist developers — ready to build, integrate, and deploy whatever your business needs. Strategy backed by the technical firepower to actually execute it.
Book a free 30-minute discovery call. No pitch, no pressure. Just an honest conversation about where AI can move the needle in your business.
Australia Based · · orvxai.com
