Public writing from Think with Google and BCG describes agents doing repeatable marketing work while people direct, approve and govern. If you manage client accounts in that setup, check these seven things.
Source basis (fetched Oct 19-20, 2026): Think with Google, Agentic marketing: Managing AI agents, not prompts (https://business.google.com/us/think/ai-excellence/agentic-marketing-ai-strategy/); BCG, How Agent-Native Marketing Transforms Operations (https://www.bcg.com/publications/2026/agent-native-marketing-operating-model).
The 7 checks
- Written rules. Goals, budget limits and banned claims are written down before agents run.
- A stop list. Name what agents must never do alone, such as legal claims or new channels.
- An exception queue. Anything outside the rules waits for a named person.
- Brand check. A person confirms the output still sounds like the client.
- Compliance review. Regulated claims get a human review first.
- A decision log. You can show what ran, what was approved and by whom.
- Business measures. Judge results on growth for the client, not on how much the agents did.
Limits
This is a checklist to adapt, not a guarantee of results. Check it against your contracts and legal advice.