Human in the loop

AI

A system where people review, guide, or approve AI outputs before they are used or published. Instead of working fully on its own, the AI works alongside humans, combining automation with human judgement. 

An AI creates several ad variations, and a marketing team reviews and approves them before they go live to ensure quality and brand alignment. 

This helps balance efficiency with control, keeping AI outputs accurate, safe, and on-brand.

State of AI in Advertising: Charting the Shift from Automation to Autonomy

Explore how AI is reshaping advertising, from autonomous systems to changing consumer discovery, with key findings, deeper analysis and latest industry commentary in this report