A practice with a lab inside.

Why do we build our own?

Working with AI inside our own practice gives us a concrete place to test the decisions we ask other teams to make.

What should a system prepare? What needs a person’s approval? Which information is reliable enough to use, and who is responsible when it changes? Those questions belong at the beginning of a workflow. Building a tool is useful only when the team can explain its purpose, recognise a good result and act on the result with confidence.

Labs brings together two different settings for that work. LOKI is our internal AI system, used across LOKAL’s own services. Ely focuses on guest communications for hotels. They share an interest in useful everyday work, but their audiences, responsibilities and measures are different. Read each on its own terms. An internal operating measure does not tell you how a hotel conversation performs, and neither is a promise about the result another business will achieve.

What does LOKI demonstrate?

As of July 2026, LOKI has 433 tools and 19 skills.

AI supports approximately 80% of LOKAL’s own services. These figures describe the system and our internal work; they are not a measure of client revenue, a staffing reduction target or a guarantee of how much of another organisation’s work can be automated. The dedicated case explains that scope so you can judge the evidence without turning a number into a broader claim.

The lesson for a marketing team starts with who decides. A senior strategist decides the priorities, the budget and what to stop. Specialists deliver the plan, with AI supporting the work that can be prepared and checked consistently. The team still needs to interpret evidence, resolve trade-offs and decide what should happen next. If you are considering a similar arrangement, start by naming those decisions and their owners before choosing which part of production to change.

Where does Ely fit?

A hotel conversation depends on accurate information and a clear next step.

Guests need to understand the property, find the relevant answer and know when the hotel team needs to take over. Ely is the Labs product for guest communications. Its page is the right starting point for a single hotel exploring that workflow. Use it to consider the information you would need to maintain and the responsibilities that must stay with the people running the property.

Keep a guest communication project distinct from a marketing plan across many properties. A hotel management company may need priorities for demand, conversion and reporting across its portfolio before deciding which product belongs at each property. The multi-location door explains how our team works under your plan across locations. The distinction helps you bring the right problem to a consultation: improving a specific guest interaction and directing marketing across a portfolio require different scopes, even when they eventually connect.

What should you bring to a discussion?

Choose an everyday workflow your team understands.

Describe how it starts, what information people need, how they check the result and where the work waits for a decision. Include an example of a difficult handoff or an answer that requires judgement. This is more useful than a list of tools you want installed. It lets the team consider whether training, a clearer process or a change to the system would address the actual constraint.

The LOKAL AI practice is the route for applying that thinking inside your own team. Start with the practice overview to understand the engagement options, then use the consultation to discuss fit and the next useful step. Labs provides evidence and context for that conversation. The entity map explains how the practice, the multi-location team and these products relate; Life at LOKAL adds the people’s perspective on working together across Sydney and Manila.