LOKAL · AI in marketing
How LOKAL Uses AI in Marketing
Where AI earns its place in our content, visuals, ads and reporting, and where our people still do the work.
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How we use AI at LOKAL
1. Writing Content That Connects
Content creation is where we've seen AI make the biggest difference in our workflow.
We use a combination of tools including Claude, ChatGPT, and Gemini to help us draft blogs, social media captions, product descriptions, and email campaigns.
For example, when working on SEO-optimized hotel content for a long-time client, we used Claude to help brainstorm potential article topics based on keyword research. It cut our drafting time substantially while keeping one consistent tone across several writers, something that was always hard with traditional approaches.
Here's what this looks like in practice:
- We share with the AI our client's brand guidelines, existing content samples, and SEO research
- We ask the AI to suggest topic ideas and draft rough outlines
- Our writers then refine these ideas, adding their expertise and creativity
- We always review and edit the final content for accuracy, brand alignment, and that human touch.
2. Creating Brand-Amplifying Visuals
For visual content, we use tools like Canva's Magic Media features to generate concept visuals, thumbnails, and social media creatives.
When working on a recent campaign for a hotel client, we needed to transform comprehensive blog content into engaging social media posts. We used AI to help extract key messages and create visual storyboards, which our designers then refined into polished, on-brand assets.
3. Optimizing Ads in Real Time
Campaign management is another area where AI has helped enhance our services. We use Meta Advantage+ and Google's AI-powered ad features to help optimize ad placements, timing, and creative variations.
We use AI tools to support our campaign management in several ways:
- Monitoring performance metrics across multiple platforms
- Identifying patterns and trends to inform strategy adjustments
- Testing different creative variations based on audience response
- Optimizing budget allocation to better-performing channels
This approach helps us be more responsive to campaign performance while making the most of our clients' marketing investments. By automating these monitoring and optimization processes, our team can focus more energy on strategic planning and creative development.
4. Finding Insights in Marketing Data
AI has transformed how we approach data analysis at LOKAL. Instead of spending long stretches formatting reports, we use tools like Claude and ChatGPT to help us summarize campaign data, spot patterns, and generate actionable insights.
Our AI-supported analysis typically includes:
- Bringing together data from various marketing platforms
- Identifying meaningful patterns that might otherwise go unnoticed
- Developing insights about what's driving performance changes
- Translating technical findings into clear recommendations
This helps our team focus more on strategic decision-making instead of manual data processing, providing clients with clearer recommendations they can actually use.
How AI Changed the Way We Work
Since incorporating AI into our workflow, LOKAL has become significantly more agile.
We can now experiment with more ideas in less time, letting us be more creative and responsive to client needs.
By automating repetitive tasks, our team has more space for strategic thinking and creative problem-solving. This shift has been essential to our growth as an agency. The sorting rule behind it — what we hand over, what we co-pilot, and what always stays human — is written up in Create, Understand, Act.
We recognize that AI technology is constantly evolving, which is why ongoing learning is a cornerstone of our approach.
Sharing What We've Learned
As we've developed our AI knowledge, we've also created training materials to help other businesses implement AI effectively.
LOKAL now offers specialized AI training workshops designed for Philippine brands and marketing teams who want to get started with AI.
That work now sits in the LOKAL AI practice. See AI training for your team for the current sessions, each built around the work your people already do.
Marketing Forward
As AI reshapes marketing, we at LOKAL are embracing these tools while keeping our human-centered approach at the core of everything we do.
By integrating AI thoughtfully into our workflows, we're able to deliver better results for our clients while creating more space for creativity and strategy within our team.
Our AI journey continues to evolve with each project and client challenge we tackle. By sharing both our successes and challenges, we hope to contribute to the collective understanding of AI's role in marketing.
We'd love to hear about your experiences with AI in marketing too. Whether you're just starting to explore these tools or looking to take your existing implementation to the next level, we're always open to exchanging ideas and building workflows that drive real results.
— Continue reading
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Your next step
Put this into practice with your team.
LOKAL can train your team, plan adoption, apply workflows and run the ongoing systems with you.