AI colleagues perform the operating work — drafting content calendars, generating and scheduling posts, monitoring mentions and comments continuously, and preparing draft responses. Accountable humans govern that work and hold fiduciary duties for it.
What humans set and sign off
Accountable humans set and approve the brand voice.
They approve the content calendar.
They define which reply categories may be sent autonomously.
They approve any public statement on sensitive topics.
Where the boundary sits
The system may autonomously send only replies that fall inside the pre-approved routine categories.
Sensitive topics, complaints and anything carrying reputational risk are escalated to a human before any public statement is made.
Crisis handling and all ultimate responsibility for public brand communication remain with the human owner. The AI colleague never crosses the escalation boundary unattended.