The Ledger · AI systems
Governing AI marketing systems: owners, gates and rollbacks
· 8 min read · E&M Partners
AI has made marketing output cheap. It has not made experience-backed decisions cheap, and it has certainly not made brand damage cheap. Before we let a model publish, score or reply to anything, three controls must exist.
1. A named owner
Every automated workflow belongs to one person by name. Not a team, not a vendor. If the output is wrong at nine on a Saturday morning, someone specific is answerable for it.
2. A review gate
Anything a customer will read passes a human before it ships, at least until the workflow has a track record measured in months. The gate can narrow over time. It should never disappear silently.
3. A rollback
We keep the previous configuration, the previous prompt and the previous dataset. Reverting should take minutes and require no debate.
A system you cannot switch off is not an asset. It is an exposure.