Brand
“Nothing goes out until a named person on your team approves it.”
The answer in 30 seconds
- →Nothing publishes or sends until a named person on your team approves it — not a role, a name, with a timestamp.
- →The approval is a publish gate: the send button belongs to your team, and the platform has no path around it.
- →Every approval and rejection lands in an exportable audit trail — who, what and when — readable without us in the room.
- →This is also how you meet EU AI Act Article 50 (from 2 Aug 2026): machine-drafted content, labeled and accountable by default.
What actually happens at the publish gate?
Every piece of work waits at the gate until someone with a name signs it off. Not a role. A name, with a timestamp, in the audit trail. Nothing publishes on its own. There is no configuration in which content skips the gate — by design, there is no fully hands-off mode. The send button belongs to your team, and the platform physically has no path around it.
[ figure — the publish gate: a named approver, a timestamp, the send button ]
Who should hold the approval rights?
Approval rights are assigned per person, per channel — so “who can publish what” is a setting, not a policy PDF. The person who owns the outcome holds the key: the marketing lead for campaigns, the support lead for support replies. For agencies, every deliverable passes your gate before it reaches the client, and the audit trail shows who signed off.
What if someone just rubber-stamps everything?
The gate only works if approval means something. Because the brand memory catches rule-level issues before the draft ever reaches the gate, the human isn't checking spelling — they're making the judgment call the model can't. And because every sign-off is logged with a name and a timestamp, accountability is visible, not assumed.
How does the gate relate to the EU AI Act?
Article 50's transparency rules apply from 2 August 2026: AI-generated content has to be identifiable. A publish gate with a named approver and a logged trail is most of that compliance work already done — the gate records who approved machine-drafted content and when. See our Article 50 explainer for the full obligation.
Questions your team will ask
Can AI publish something without a human?
No. There is no hands-off mode. Nothing publishes on its own.
Is the approver a role or a person?
A person, with a name and a timestamp. Roles don't sign things — people do.
Can auditors see the approvals?
Yes. The trail is exportable and readable without us in the room.
What about autopilot or paid media?
Tisser doesn't buy paid media, and there's no configuration that skips the gate.
Brand