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Glossary

Human-in-the-Loop (HITL)

Human-in-the-loop is a model where a human reviews, approves and steers the AI system's decisions to ensure quality and strategic direction.

AIkvalitetssäkringstrategi

Human-in-the-loop (HITL) is a model where a human actively reviews, approves, and steers the decisions an AI system makes. In a marketing context, this means the AI handles analysis and execution while an experienced strategist is responsible for quality assurance, brand protection, and strategic direction.

Why is human-in-the-loop important in marketing?

AI systems can make mistakes. They can generate hallucinations, miss cultural nuances, or optimize for short-term metrics at the expense of long-term business strategy. HITL prevents these risks by placing a human in the decision chain. According to Gartner, 30 percent of fully automated AI marketing campaigns have led to brand damage.

How does HITL work in practice?

In a typical HITL process:

  1. AI collects and analyzes data automatically.
  2. AI generates recommendations and experiments.
  3. A human expert reviews, adjusts, and approves.
  4. AI executes the approved actions.
  5. Results are measured and fed back to the AI.

Read more about how we apply HITL in our article Human-in-the-Loop: Why AI Marketing Works Best with a Human at the Helm. Growth Hackers uses HITL as the core of its AI marketing service.