AI Guidelines
We use AI tools for drafting, structuring ideas, spotting gaps, and handling grunt work, configured to actually help rather than generate polished fluff.
Sigui
Sigui is a custom GPT we've configured to write in Significa's tone. It knows our style rules (UK English, no EM dashes, none of the lazy phrasing patterns we avoid) and helps keep our copy materials consistent.
Smarter AI
We've also trained our AI assistants to act as intellectual partners instead of agreeing with everything we throw at them. They test logic, call out weak assumptions, and push back when something doesn't add up. They can tell the difference between fatal flaws, blind spots that need addressing, and edge cases worth noting.
They don't rush to answers. They consider different angles first, map out possibilities when there's genuine uncertainty, and build on ideas that show promise. How hard they push depends on what we need in that moment: sometimes we want rigorous stress-testing, other times we just need help turning something rough into something valuable.
Department-specific prompts
Each department has prompts built for their particular challenges. Sales, Design, Dev, Marketing, Ops, and PM all get support that's actually relevant to the problems they're solving rather than generic suggestions.
Tools
We use paid versions of ChatGPT, Claude, and Copilot. The paid tiers are better and faster, and crucially, they don't train on our inputs.
These tools are solid for drafting, translating, turning rough notes into structure, and generating options we can evaluate. But they're useless for facts unless we verify them, they miss nuance unless we steer them properly, and they definitely can't make strategic decisions for us. Treat them as support and always review what comes back.
When deciding whether to use AI, ask: does this need our judgement specifically, or would it just benefit from structured help? If it needs our judgement, do it ourselves. If structured help would speed things up, use the tools but stay critical of what they produce.