When it comes to AI tools, Luxid does not wait for best practices to emerge. We shape them. Our internal AI innovation unit, the Tiger Team, leads the charge.
Instead of relying on vendor hype and superficial demos, our Tigers explore, test, and compare AI tools hands-on, sharing their findings and recommendations with the whole company as well as our customers.
Luxid’s goal is 100% AI adoption, ensuring every employee uses AI as effectively and productively as possible. Advance this objective is one of the Tiger Team's key responsibilities.
“We aim to create an AI-positive mentality and get people excited,” explains Ville Murtojärvi, Head of Digital Marketing and Creative Content at Luxid Finland. “The Tiger Team monitors and tests AI tools, which are evolving with incredible speed, so we can keep our finger on the pulse. That’s why having multiple AI enthusiasts is better than having just one or two.”
Real-time sharing of inspiration
Ville’s sentiments are echoed by a fellow Tiger Team member across the Atlantic, Group Creative Director Jonah Otchy of Luxid US: “Learning from a global team unlocks a lot more thinking and understanding. It goes beyond the AI hype and we’re demonstrating real results that can make an impact for our clients.
Real-time sharing of AI experimentation and inspiration has been invaluable to Luxid US, as it has been for every other part of our international company.
“We’ve set up clear and transparent guidelines for the team and we never use generative AI for final output without client consent. But we also take AI experimentation seriously. We’re using AI voice, experimenting with AI video, and it’s broadened our concept and ideation capabilities,” Jonah says.
Our Motion Graphics team in the UK also works fluently alongside AI and actively shares findings with the Tiger Team.
“Our everyday tools have been evolving with us, and we're constantly using AI-powered features to upscale footage, master music and audio, and automate tasks that would previously have been labor-intensive and monotonous. This gives us more time to focus on the fun and creative side,” says Steve Kenny, Motion Graphic Designer at Luxid UK.
Actively keeping customers up to date
As soon as new and promising AI tools emerge — generative AI, agents, or orchestration tools — the Tigers share information about them and explore ways to test them quickly while discovering customer use cases where these tools could be applied.
We’ve noticed that very few marketing professionals can actively keep up with the field of AI tools alongside their regular work. The Tiger Team enables Luxid to keep customers continuously informed about AI’s latest potential, without requiring them to follow dozens of influencers or test tools themselves.
Our experts are happy to advise on which tools are worth investing in, and when it’s better to wait for newer, improved versions.
When selecting tools for testing, the team follows clear criteria. Most importantly, users must have commercial rights to use the output. Another key factor is any potential risk the tool may pose regarding Luxid’s strict security policies. And naturally, the tool needs to be able to produce a distinctly valuable output for users.
From copywriting to video generation
Our Tiger Team members span a wide variety of job roles, with each member experimenting with specific types of AI tools.
Luxid Finland’s Senior Copywriter Eija Väliranta uses tools like ChatGPT and custom AI bots she creates and trains herself to assist her with writing and translation tasks. She also employs tools like Perplexity and Manus for analyzing website content and gathering insights for strategic work. Testing and comparing different tools is part of her daily routine.
“There’s variation between these AI tools: sometimes one tool performs better or faster than another for a particular task. For example, if I’m working on a particularly challenging translation in the diagnostics field, I might use several AI tools side by side to be more efficient and achieve the best possible result,” Eija explains.
Luxid UK is constantly testing a variety of image, audio, and video generative tools – Flux, Midjourney, Suno, Runway, Kling, Higgsfield – to evaluate quality, consistency, and commercial viability.
“We're constantly experimenting and trying to break stuff. Video in particular is advancing at an unprecedented pace, and while tools like Veo 3 and Sora 2 are generating the most buzz on social media, we're consistently getting great results with commercially safe solutions like Adobe Firefly for client work,” Steve says.
Finding the best tools for marketing intelligence
Ville’s specialty within the Tiger Team is experimenting with different research tools for retrieving marketing intelligence: “For example, I've compared the capabilities of different LLMs. I've asked them to retrieve company lists from different countries using the same prompt, then studied the results, compared them, and requested the output in Excel. Through this process, I've gained a clear understanding of which LLMs work best for these tasks.”
Another key area of interest for the Tiger Team is the rapidly advancing field of automation workflow tools, including n8n and Copilot Studio, which can be used to construct chains of different bots.
The Tiger Team also keeps a keen eye on AI developments in China: “Our Chinese expert Zara Kukkamaa has access to Chinese AI tools, and she can test them and present findings to us. This allows us to compare developments and see who's ahead. We're not currently using Chinese AI tools for client work, but it's still valuable to know what's happening there, because in many areas, they're slightly ahead,” Ville notes.
The Tiger Team’s work demonstrates how Luxid is actively investing in deep AI understanding. A fusion of technology, data, and creativity comes to life through a team dedicated to hands-on AI innovation.
From experimentation to enterprise-scale transformation — that’s where Luxid bridges the gap.
Discover what’s holding back AI adoption (and how to fix it) in our Berkeley x Luxid Report. Download now.
