Loop in the Human

“The human brain is superior in energy efficiency, creativity, contextual understanding, and emotional intelligence, while AI excels in speed, data processing, and consistency.”

Most people have heard of Human in the Loop by now. As AI and machine learning matured, the concept was applied to systems that blend automation with human judgement. That gave us the idea of a human in the loop within machine learning.

But it’s still one of the most misunderstood ideas in AI. We would say that rather than the human being in the loop, the human is the crux on which the loop is built.

Staff empowerment means using AI to go wider and deeper in day to day operations. It means picking up things that may not be obvious and feeding in more context for the human brain to use in a sales call, a client brief, preparing technical documents etc.

A human is limited physically by the hardware and the user experience we rely on today. Keyboards, tabs, mice. All of these act as constraints on our ability to work at the speed and depth we want.

A recruiter who only had time to check one CV and a LinkedIn profile going back a month for thirty candidates today. Now imagine using AI to review two hundred CVs and social accounts going back a full year.

Take an analyst at an agency. Their job is to digest performance data across many channels, read trends, spot problems, and make recommendations that hold up to commercial scrutiny. 

In reality they can only look at a few dashboards, skim a couple of reports, and go deep on maybe one or two client accounts before the day ends.

With an AI partner running in the background, that same analyst can see far more. 

Instead of checking five campaigns, AI can look across the entire portfolio and detect shifts in spend efficiency, changes in audience behaviour, weak performing assets, and patterns that have developed quietly over months, and surface this in seconds with a clear set of priorities.

The analyst is no longer buried in spreadsheets or fighting tools to get to the real work. 

They begin the day with the important insights already waiting for them. 

That lets them focus on judgement, creativity and commercial thinking which is where human ability truly matters. AI widens their view, deepens their understanding, and gives them space to operate at a more strategic level.

The loop does not contain the human. The loop is built around the human to amplify what they do best.

Most companies do understand this, but practically on the ground, are failing to fully utilise the technology in a safe and secured environment.

Most companies are jumping into the deep end with AI either with failing pilots that promised too much, or partnering with a model maker like Anthropic or OpenAI blocking themselves off to superior multi model maker architectures. Or, they are waiting till the dust settles to invest.

What we provide for our clients are enterprise grade AI layers that unlock the power of AI capabilities that are robust enough to operate today with under 1% hallucination rates. Whilst also building the foundational AI layer within organisations that acts as the bedrock for the adoption of future technologies as AI matures.

Don’t build your AI stack on pillars of sand.

03-12-2025