Which advertising workflow needs most human oversight with AI?

Duarte Garrido

Co-Founder & Co-CEO · DOJO AI

Final Decision-Making

Duarte Garrido says the final decision-making should stay with humans, because AI can offer suggestions, spot opportunities or warn, but the human ultimately has to decide exactly what it does.

The answer starts at 39:53.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Storytelling

Paul Roehrig points to storytelling as the part needing human oversight, saying AI may help campaigns get there but won't supply the human spark, which must be maintained and nurtured throughout the process.

Marvin Chow

VP of Consumer and AI Marketing · Google

Taste and Judgment

Marvin Chow says people with taste and judgment, plus conviction, are still needed to decide what a brand or campaign should do, a need he says has always been true for marketing leaders regardless of technology.

Todd Kaplan

Chief Marketing Officer, North America · Kraft Heinz

Consumer Insight

Todd Kaplan says consumer insight, because AI can do more of the doing but the thinking won't go away, and real insight—not a cited fact—requires empathy.

Joseph Salvatore

Creative Marketing Specialist · Ketone-Iq

Creative Direction

Joseph Salvatore says the creative direction is what must stay human: he can outsource production but not his taste, which has to come from the engineer or creative professional, since half-hearted direction makes the work crap.