Case study · Promotional products
2iC (2nd In Command) Case Study: A 13-Agent AI Back Office for a Promotional Products Distributor
How Operator Intelligence built 2iC (2nd In Command), a 13-agent AI system that runs most of the order lifecycle for Wizard Creations, the promotional products distributor founded by our co-founder Luke Freeman.
2iC results at Wizard Creations
Disclosure: Wizard Creations is Luke Freeman's company
Wizard Creations is a full-service promotional products distributor founded and led by Luke Freeman, co-founder of Operator Intelligence. We disclose that relationship up front so you can weigh this case study accordingly. The results on this page are as reported by Wizard Creations.
The challenge: a promo order lifecycle full of manual handoffs
Every order at a full-service promotional products distributor like Wizard Creations moves through the same chain. A client brief arrives by email. The team searches supplier catalogs, builds a presentation, and turns it into an estimate, a sales order and purchase orders. Then production is tracked against the in-hands date, and the order is shipped, invoiced and collected before the reorder comes due.
Each handoff in that chain means data entry, a follow-up email or manual admin. Wizard Creations wanted its team spending that time on client relationships, creative ideation and growth instead.
What we built: 2iC, a 13-agent AI system
Operator Intelligence built 2iC, a custom AI agent system that automates 13 distinct areas of Wizard Creations' sales and operations workflows. Each of the 13 agents owns one workflow stage, and together they handle most of the order lifecycle, from brief intake to invoice delivery, with people reviewing the exceptions.
Results: 30–50% operations time saved and 15%+ margin improvement
As reported by Wizard Creations and published in the Operator Intelligence 2026 State of AI Enablement in Promotional Products report, 2iC delivered:
- 30–50% operations time saved.
- 15%+ margin improvement.
- 6 months to full ROI.
Human review is now limited to exceptions, and the Wizard Creations team spends its time on client relationships, creative ideation and growth instead of data entry, follow-ups and manual admin.
What 2iC means for promotional products distributors
Most full-service distributors run a version of the same order lifecycle. 2iC shows that agents can carry much of that work while people keep the client relationships and the judgment calls.
Operator Intelligence brings this approach to other distributors through our AI for promotional products distributors practice, led by a promo operator with 20+ years in the industry. The back-office stages, from purchase orders to invoicing and collections, map to AI back-office automation, and agents built around your own systems fall under custom AI agent development. For industry context, read the 2026 promotional products AI report.
You don't need 13 agents on day one. Our process starts with one workflow, proves the numbers and then scales.
2iC is part of AI Enablement & Custom Solutions, the Operator Intelligence offering for custom AI agents and multi-agent workflows built around a company's real operations.
Frequently asked questions
Is Wizard Creations affiliated with Operator Intelligence?
Yes. Wizard Creations is the distributor founded and led by Luke Freeman, co-founder of Operator Intelligence. The results on this page are as reported by Wizard Creations, so weigh them accordingly.
Does 2iC replace the Wizard Creations team?
No. The agents take on data entry, follow-ups and manual admin, and people review the exceptions. The team's time goes to client relationships, creative ideation and growth.
How long does it take to see a return?
Wizard Creations reports 6 months to full ROI. Operator Intelligence engagements usually start with a two-week AI readiness assessment, and quick-win automations ship in four to six weeks.
Can Operator Intelligence build something like this for our distributorship?
Yes. We scope each build around your order volume, systems and team, and start with the stage that costs you the most time. Pricing depends on scope, so request a scoped proposal or take the free AI readiness assessment.
Find the first stage of your order lifecycle to automate
Tell us where orders slow down in your distributorship, from brief intake to collections. We'll show you which agent to build first.
Book a scoping callRelated
AI for promotional products distributors
Where agents fit in the promo order lifecycle.
AI enablement in promotional products, 2026
Our report on AI adoption among promo distributors.
AI back-office automation
Agents for intake, order entry, invoicing and follow-up.
Luke Freeman, Co-Founder
20+ years in promotional products distribution and sales.
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