How We Use AI at Ignis (Behind the Scenes)

We use AI every single day at Ignis. It is not a gimmick or a selling point - it is infrastructure. Like electricity or internet, it is a utility that makes everything else more efficient.

Here is exactly how we use it, what we trust it with, and where we draw the line.

Content production

What AI does

Ideation. We feed AI our performance data, client industry information, and competitor content. It generates 30-50 content angles in minutes. A human selects the 10-15 that are strong enough to produce.

First drafts. For blog articles, email sequences, and long-form content, AI creates the first draft. This includes structure, key points, and rough copy. A human then rewrites it in the client's voice, adds specific data and stories, and edits for quality.

Repurposing. One long-form video becomes 10+ pieces of content. AI transcribes the video, generates platform-specific captions, creates blog post outlines from the transcript, and suggests carousel content. A human reviews and refines each piece.

Captions and alt text. AI generates captions for videos and alt text for images. A human reviews for accuracy and tone.

What AI does not do

Strategy. AI does not decide what content to create, who to create it for, or why it matters. That requires understanding the client's business, market position, and growth objectives. That is human work.

Final edit. Every piece of content gets a human editing pass before publication. We check for voice alignment, factual accuracy, and the intangible quality of "does this feel like it came from a real person?"

Client-facing communication. AI does not write emails to clients, join client calls, or make strategic recommendations. These interactions require empathy, judgment, and relationship awareness that AI does not have.

Paid advertising

What AI does

Creative variations. We generate 15-20 ad copy variations for every campaign. AI produces the variations based on our winning ad templates and the client's voice document.

Performance analysis. Weekly, AI analyses campaign data and highlights anomalies, trends, and optimisation opportunities. "Campaign X cost per lead increased 40% this week - investigation needed."

Reporting. AI generates the first draft of client reports, pulling data from platforms and formatting it into our reporting template.

What AI does not do

Budget allocation. How much to spend on each campaign and platform is a strategic decision made by a human who understands the client's goals and margins.

Creative direction. AI generates variations within a concept. The concept itself - the angle, the emotional hook, the strategic positioning - comes from a human strategist.

Campaign architecture. The structure of ad campaigns, audience targeting strategy, and testing methodology is designed by experienced media buyers.

Operations

What AI does

Content distribution. When a new article is published, automated workflows distribute it across 10+ platforms. AI reformats the content for each platform's requirements.

Scheduling. Content calendars are partially AI-generated based on performance data and publishing cadence. A human approves and adjusts.

Data entry. CRM updates, contact tagging, and lead scoring are automated with AI-powered rules.

What AI does not do

Client strategy sessions. These are always human-led. No AI-generated strategy decks. No chatbot recommendations.

Team management. AI does not assign tasks, manage workload, or make hiring decisions.

Quality control. Every deliverable goes through a human quality check. AI does not approve its own work.

The three-tier framework

We classify every task into one of three tiers:

Tier 1 - AI does it: Formatting, scheduling, data pulling, transcription, distribution. No human needed.

Tier 2 - AI drafts, human edits: Content writing, ad copy, reports, email sequences. AI creates the first version, human refines it.

Tier 3 - Human does it, AI assists: Strategy, client relationships, creative direction, quality control. AI provides data and suggestions, human makes all decisions.

This framework ensures we get the speed benefits of AI without sacrificing the quality and judgment that our clients pay for.

The result

AI allows us to replace entire marketing departments for $10K/month. That price point is only possible because AI handles the production work that would otherwise require 3-5 additional team members.

Our average client generates $3M+ per year. We guarantee 1,000,000 views in 6 months. These outcomes are not achieved by AI - they are achieved by experienced strategists using AI to execute at a scale and speed that was not possible five years ago.

AI is the tool. The humans are the engine. That distinction matters.