Marc Maleh believes businesses need to put guardrails in place so they can avoid potential instances where AI agents run wild. “If you’re a brand and you don’t have a governance framework in place and you have a multi-agent system, and you didn’t think through, ‘Well, I’m accessing Marc’s credit card information with this agent, and that agent is making an assumption that this other agent can access that same information — how am I being informed about that?’
Suddenly, I bought a product I didn’t want to buy because this multi-agent system did so. So it’s not just a tech or a data problem, it’s also a brand problem,” he added.
When Huge has engaged in data and AI work with clients like NBCUniversal and Planet Fitness, this topic has come up frequently.
Conversations have ranged from how model decisions get documented and communicated, to what mechanisms ensure traceability of agent actions — like audit trails and data logs.
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