Luxid launches Business Finland–funded AI development project

Guided generative AI could unify creative B2B marketing and data utilization across enterprise environments

Summary

Business Finland is a Finnish public organization that provides innovation funding and growth services to Finnish companies.

Luxid has secured Business Finland funding for a proof-of-concept research project to explore how company data, briefs, and creative guidelines can be organized to guide generative AI using retrieval-augmented generation (RAG) — a method that combines stored knowledge with real-time prompts — to produce brand-aligned concepts and content at an enterprise scale.

The project promotes the use of information and communication technologies to improve productivity. After completion, Luxid will evaluate the findings and assess potential next steps toward pilots and production-ready solutions.

Why enterprise-level matters

Enterprise environments require frameworks that ensure brand consistency, auditability, and integration across multiple teams and systems. This initiative focuses on examining and defining approaches that could meet those standards — bringing together structured data, creative guidelines, and transparent governance to support scalable, high-quality marketing operations.

Exploring guided generative AI for marketing

Luxid is launching a Business Finland–funded proof-of-concept research project to test how structured data and creative guidelines can guide generative AI using retrieval-augmented generation (RAG) to produce brand-consistent concepts and content. The goal is to understand and evaluate how AI could act as a creative partner — from text to concepts, visual ideas, and channel-specific variations.

The rapid growth of AI tools has made campaign work fragmented: content is created in separate tools that don’t communicate, breaking workflows and increasing administrative overhead. Without clear instructions and human oversight, quality and brand consistency can suffer. Effective use of these tools also requires new skills — prompting, critical review, and understanding limitations — which many teams lack. Without shared processes, AI can add complexity instead of simplifying work.

This project aims to research and evaluate a managed framework that could unify data, guidelines, and creative workflows. The proof of concept will examine how AI could support different stages of marketing, and what impact this might have on the speed, consistency, and governance of idea generation and channel-specific content.

“Generative AI tools are evolving faster than marketing organizations can build processes around them. As a result, hundreds of separate experiments emerge that don’t communicate; integrations are incomplete, brand quality varies, and outcomes depend too heavily on individual skills. In large environments, this isn’t enough. Companies need a framework where data, guidelines, and transparent auditability go hand in hand with creative production. With this proof of concept, we’re exploring whether creative work could be anchored in a more controlled, guided architecture that supports scalability and brand consistency,” says Susanna Juusti, COO, Luxid.

“At the heart of the project is a data-driven architecture: we structure briefs, target groups, brand guidelines, and campaign history and connect them to the RAG pipeline.  The aim is to test how well this combination can guide generative models and support both creativity and control,” says Liam Manderson, AI Business Partner, Luxid.

Schedule

The project is partially funded by Business Finland and will run from January to June, 2026. After completion, Luxid will evaluate potential next steps toward pilots and production-ready solutions.

Contacts

Interested in hearing more or discussing the research outcomes or potential pilots?
Liam Manderson, AI Business Partner, Luxid Group
liam.manderson@luxidgroup.com

Milla Ikonen, Strategic Marketing and Sales Consultant, Luxid Group milla.ikonen@luxidgroup.com

Press inquiries:
Jenna Timonen, Regional Marketing Lead, Luxid Group
jenna.timonen@luxidgroup.com