Luke Budka, our AI Director, has just been named one of the UK’s top 10 AI innovators for 2024 by Agency Hackers.

Huge congrats to him.

The Great Agencies AI Innovators awards shine a light on agency leaders pushing the boundaries of AI, so that others can learn from their success. And Luke, who heads up our AI team, has been busy doing just that.

Projects led by Luke have built up our AI capabilities from scratch.

Our private environment – Definition AI – is crucial to how we now work. And, clients globally are buying our AI training, prompt engineering and bespoke private environment builds.

The appetite for AI-powered businesses and processes is growing (just see Luke’s new biz calendar). We’re just at the start.

"It feels like, even with all the hype, we're very much at the beginning of the AI journey, with huge swathes of public and private sector investment and new scary developments and lifechanging breakthroughs happening on an almost daily basis. Who knows where we end up, but I suspect Definition will get there sooner because of everyone's efforts thus far."

Luke Budka

Our AI story so far

AI has been a top priority on Definition’s strategic agenda. The huge potential for our team and clients became clear very quickly and the board appointed Luke as AI Director in autumn 2023, after an initial secondment to the role.

Definition AI

Luke’s priorities? Develop our own AI solution, get our people using AI effectively, manage the ethics, and keep data safe for us and our clients.

By October 2023, we were ready to launch Definition AI – our private environment combining multiple models. Our team can now access GPT-3.5 Turbo, GPT-4 Turbo, Claude SONNET, DALL-E 2, DALL-E 3 and Imagen 2 through one secure interface.

Definition AI is now crucial to how we work. In the last two months alone, we’ve created 2,842 chats and generated 236 images through the platform. And 87% of our people have used it.

We frequently add new features and capabilities to Def AI under Luke’s guidance.

Like:

  • A prompt library full of bespoke prompts for client accounts and internal teams.
    • We’ve got prompts to help us write any type of content (from press releases to straplines) in a particular tone of voice, analyse qualitative interviews, examine client competitors or generate actions from meeting transcriptions and recordings. And more.

 

  • Web crawling.
    • Definition AI takes URLs or domains and turns them into HTML files which it then crawls and we can interrogate.

 

  • Vision. To understand images.
    • We do a lot of workshops where we manually transcribe loads of writing from whiteboards and flip charts. Automating this, will save hundreds of hours. We’ve also started using it to reverse engineer images we like, to help us write better prompts for image generation.

 

  • Connections to OpenAI’s Code Interpreter and File Search.
    • Code Interpreter means we can interrogate data using natural language. This enables all our employees to do meaningful analysis, even if they’ve never done it before.
    • File Search lets us augment the OpenAI models with data from our clients. Now we can include the AI in client brainstorms, ask it how a client compares to every other company in its sector and areas they could improve. We can get the AI to write company-specific marketing material based on the data it’s grounded in. We can use it to teach new team members about the client.

 

In June 2024, we became the first UK agency to create AI-powered client assistants. These digital ‘twins’ work with account teams to improve our client service. They’re powered by the latest version of OpenAI’s GPT-4. We can upload up to ten thousand files of client-specific information and then interrogate them using AI to help with strategy and delivery. It’ll save our clients’ subject matter experts loads of valuable briefing time.

Here’s Luke giving a demo of how that works:

 

 

Louise, our Chief Client Officer and Co-founder puts it like this:

“Harnessing the potential of AI – both in client service, but also in products that help brand-side marketing teams – is a key part of our strategic plan. Our client assistants are part of this drive. Imagine if you could hire an agency that has instant, in-depth knowledge of your business, combined with almost all knowledge ever digitised by human beings.”

And the product roadmap is packed with more cool models and features to boost our internal capabilities and client offering.

Our AI products and services

As well as developing Definition AI, we’ve  built out our AI proposition.

Training

We now sell bespoke AI training that covers the fundamentals:

  • what AI is (and what the jargon means)
  • the basics of how it works
  • what it’s good at, and what it’s not
  • a few key applications and where to start
  • the traps to watch out for

And advanced prompting techniques:

  • the main models
  • different types of prompt and what they’re good for
  • honing your prompt
  • how to keep developing your skill

Prompt writing, engineering and tone of voice tuning

We work with businesses to help them get exactly what they need from AI – the right format, right tone, right content.

That involves creating and using prompts (and prompt libraries) to solve all kinds of bespoke challenges. And, fine-tuning AI to make sure everything it produces sounds just right.

Building private environments

Luke took our (ongoing) learning from building Definition AI, to enable us build secure, private spaces for clients.

Enabling them to:

So once again, massive congratulations to Luke for making the top 10 list. Onwards and upwards.

Looking to maximise your team’s AI potential? Give us a shout.

Written by Tom Pallot, Head of Marketing at Definition

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