Decide what AI can decide

Not every AI-assisted decision carries the same consequence.

This seems obvious, but many organisations still govern AI primarily through broad tool policies. A platform may be approved or prohibited without enough attention being paid to what that platform is actually allowed to do.

For marketing leaders, the more useful question is one of decision authority.

What may AI recommend?

What may it generate?

What can proceed without intervention?

What requires supporting evidence?

What should trigger review?

What must never move forward without an accountable person making the final decision?

These boundaries should reflect consequence rather than novelty.

A grammar adjustment is different from a new positioning claim. Repurposing approved copy is different from generating a regulated statement. Translating a social post is different from adapting a sensitive campaign into a market with different cultural expectations.

Good governance preserves speed where risk is low and introduces judgement where consequence is high.

That is not resistance to AI. It is competent management.