UNDERSTAND MORE
Broader research, faster retrieval and stronger synthesis help us reach the important questions sooner and build a more informed foundation for strategy and creative development.
GIG Lab is the AI-powered innovation engine behind GIG Health.
Everything changed. So we made GIG Lab.
GIG Lab was created to give innovation – most prominently AI – a deliberate and meaningful role in how we turn science into stories, bringing together advanced AI tools, purpose-built platforms, smarter processes and a culture of innovation across the agency.
For clients, this means deeper understanding, bolder creative territory, earlier opportunities to shape the work and more time invested in the original thinking, judgement, courage and human craft that can change behavior.
And for us, this means smarter tools that let us do work to a higher standard and a swifter timeline, without compromising on the actual human intelligence behind it.
WHAT GIG LAB
MAKES POSSIBLE
PEOPLE SHAPE THE STORY.
TECHNOLOGY EXPANDS THE POSSIBILITIES.
Healthcare communication requires empathy, judgement and a real understanding of the people behind the data – the patients who inform it, and the scientists who assemble it.
We preserve the context around the information, deciding which datapoints need to be heard by each audience, and which are just getting in the way. We shape the final story, verify the science, protect patient authenticity and take responsibility for everything we produce.
At GIG Health, our ideas, judgment and craft are human, and always will be. Because empathy in healthcare must be grounded in real humanity, our people make the final decisions, turning new possibilities into work audiences can see themselves in, believe in and act on.
ASK GIG LAB
Bring us a research question, a difficult story, a comms challenge, or an idea that you want to move from the drawing board into real life.
We’ll put it into the lab, and make it happen.
FAQs
GIG Lab is the name we have given to the centre of innovation excellence at GIG Health. It brings together advanced AI tools, purpose-built internal platforms, smarter processes and shared expertise to strengthen how we research, think, create and deliver.
The GIG Lab allows us, your agency team, to understand complex subjects sooner, query data faster, explore more creative possibilities, prototype ideas earlier and protect valuable human time to craft and improve the final work. The Lab team can even – regulations and scenarios permitting – produce the final output themselves; for example providing a smarter educational tool in a fraction of the time.
When AI can make us better without compromising our values or our craft, we are free and encouraged to bring it on board. Where it adds no clear value, we innovate through other means. It might not feel like it on LinkedIn, but there’s still room for innovation in 2026 that doesn’t begin and end with LLMs.
Wherever possible, no. AI can inform, enhance and influence, but at GIG Health it final creative outputs are human-directed and human-approved unless there’s a clear reason to AI-generate. It’s not about keeping “the fun stuff” for ourselves – although that’s an effect of it. Our policy of final outputs being made “for real” is in pursuit of trust. In a world increasingly wary of inauthenticity and synthetic marketing, keeping it real is already a powerful differentiator.
That being said, sometimes clients lack the time or money to run a photoshoot. In those instances we’ll integrate AI workflows into the content creation, or – particularly if the final work doesn’t depict humans – prompt entire outputs.
Simple. Confidential information is never entered into public AI tools; not even those that promise data isn’t used for training. These companies change their policies rapidly. Better not to invite risk.
Yes! Bring us a research problem, a complex story, an early creative idea, a digital experience or a workflow that could work harder. Bring us an itch you need to scratch, an idea you want to actualize, anything. Because the time when we asked “wouldn’t it be great if someone made this?” is over.
Now it’s the age of “isn’t it great that I can make this?”
And GIG Lab is how you can do it.