Human oversight has to be meaningful

A human appearing somewhere inside an automated process is not enough.

If that person cannot understand what informed the output, challenge it, reject it or change the direction of the work, human oversight has become ceremonial.

This matters particularly in marketing because some of the most important decisions cannot be reduced to a rule.

A message can be accurate and still feel wrong. A campaign can technically comply with the guidelines while weakening the brand. A perfectly reasonable claim may be inappropriate in a particular market or moment.

Those decisions require context.

The CMO does not need to personally make every judgement, but the operating model needs to make clear who has authority when judgement matters.

Human accountability cannot dissolve simply because the technology has become more capable.