TEAM LEWIS has launched Orbital, an AI operating system built to help marketing and communications teams turn data into action faster. The Singapore-headquartered marketing and PR firm unveiled the first version of the platform, called Orbital OS1, on 23 September.

Orbital pulls together data from public relations, customer relationship management, paid media and web activity into a single system. The idea is to give marketing teams a clearer view of what is shaping their organisation’s reputation, demand and visibility in AI search results, then help them act on it more quickly.

Three connected layers for marketing AI

Version one of Orbital is built around three areas: intelligence, creativity and delivery. The intelligence layer reads an organisation’s own data to flag signals affecting reputation and demand. The creativity layer turns those signals into content at scale, while still leaving room for human judgement. The delivery layer supports the people representing a company publicly, from media interviews to keynote presentations.

Rather than replacing the marketing tools organisations already use, TEAM LEWIS said Orbital is designed to plug into existing infrastructure through API integrations, with client data kept isolated in enterprise-grade environments to meet governance and data residency requirements in regulated industries.

Human judgement stays in the loop

“The advantage increasingly lies with organisations that can act quickly on what they already know. Orbital is designed to shorten the distance between insight and action — helping marketing and communications teams work more effectively across markets, channels and teams,” said Fairil Yeo, EVP of AI & Growth at TEAM LEWIS.

Yvonne van Bokhoven, Chief Operating Officer at TEAM LEWIS, added that technology can connect information but cannot replace judgement. “Orbital gives our specialists a clearer view of what matters, more quickly. The decisions — and the responsibility for making them well — remain human,” she said.

Orbital OS1 is now available as part of TEAM LEWIS’s global offering, with further capabilities planned for future releases.