In 1920, the Michelin brothers made a decision that would inadvertently rewrite the power dynamics of modern hospitality. They began awarding stars to restaurants for excellence. By 1926, the guide had formalised its system, but something unintended happened: the market realized the star didn’t belong to the address. It belonged to the chef.
When a Michelin-starred chef left a kitchen, the bookings didn’t stay with the restaurant owner. They followed the human. The restaurant provided the infrastructure—the stove, the tables, the supplier relationships—but the chef provided the value. Today, the agency world is facing its own Michelin moment, and if you aren’t paying attention, your most valuable assets are already packing their bags.
We are currently seeing the initial collapse of the "access to talent" business model. For thirty years, agencies sold a bundled bill of goods: strategists, media buyers, and copywriters. You paid for their time and their proximity to tools. But Gartner predicts that 40% of enterprise applications will embed task-specific AI agents by the end of 2026. The time has been compressed. The tools have been commoditized.
When a campaign brief that once took a team of three a week to execute now takes a single person and an agentic fleet one afternoon, the "output" is no longer what the client is buying. What’s left is the judgment. It is the human who knows when the AI has hallucinated a media spend recommendation, when the data is self-serving, or when the brand voice is subtly off-key.
That person has a name now: the Human in the Loop (HITL). And they are about to become the most sought-after talent on the planet.
What Are Agencies Actually Selling in the Age of AI?
The value has shifted from the execution of the work to the accountability for its outcome. Agencies are no longer selling "deliverables." They are selling the Human in the Loop capability—the senior-level judgment required to ensure that autonomous systems don't drive the brand off a cliff.
Consider a recent lead-scoring failure in a high-growth SaaS stack: an autonomous agent misidentified a surge in bot traffic as high-intent enterprise leads, triggering a $40,000 automated ad spend to "retarget" the fake users. A junior prompt engineer wouldn't have noticed the anomaly until the budget was gone. A Human in the Loop identified the pattern mismatch in the first hour, paused the agentic workflow, and recalibrated the signal-to-noise threshold. That intervention saved the quarterly budget, yet in most agencies, that "catch" was never even billed to the client.
Defining the HITL as a Professional Identity
Being a Human in the Loop is not a job title; it is a capability set. It is the bridge between business intent and agentic behavior.
A HITL is not a "prompt engineer"—a term that already feels like a relic of 2023. They are the governors of AI behavior. They review agentic recommendations before action is taken, they train models on edge cases the data hasn't seen, and they are the one neck to wring when something goes wrong. This isn't a junior role you can offshore; it is the most senior form of expertise in the modern revenue stack.
Right now, your best people are already doing this work. They are quietly fixing the AI's mistakes before the client sees them. They are adjusting the agentic workflows to match the shifting OKRs. But you haven't given them the title, the credential, or the rate card to match. They are the Michelin chefs working in a kitchen that still thinks it’s selling fast food.
The Michelin Star Dynamic Plays Out
When a chef earns a Michelin star, the market immediately reprices them. They don't just get a raise; they get a name. Their reputation becomes portable. They are recruited by competitors. Their absence from a menu is a signal of decline.
The same thing is happening to HITL talent. The moment enterprise brand leaders understand the revenue protected and the AI spend governed by a great Human in the Loop, they will stop hiring "agencies" and start recruiting "certified humans." Forrester recently highlighted that data and AI literacy is becoming the ultimate edge for professionals.
To bridge this gap, we are introducing the 1CommandAI HITL Certification. It creates a shared, independent standard for excellence that chefs, restaurants, and diners—or in our case, practitioners, agencies, and brands—can all trust. We’ve structured this certification around three levels:
One Star: Certified HITL. This foundation practitioner knows when to advise, when to approve an autonomous action, and when to escalate, ensuring they are competent to govern a registered agent.
Two Stars: Senior HITL. This expert governs multiple agents across an entire GTM stack, building training data for edge cases and ensuring every AI decision is traceable to business OKRs.
Three Stars: HITL Lead. The "chef" with their name on the menu, this practitioner designs governance schemas for entire organizations and reports AI performance at the board level.
This certification isn't about creating a new role. It’s about giving a name and a market signal to the most valuable people you already have.
What Agencies Must Do Right Now
The window of opportunity to own this category is closing. If you wait for your clients to start asking for "Certified HITLs," you’ve already lost the talent war. Every agency leadership team needs to take three immediate actions:
First, you must name the work. Look at your accounts. Identify the person who is actually reviewing, correcting, and governing the AI outputs. That work is currently invisible on your invoices. Stop hiding it. Give it a formal designation.
Second, you must credential your team. Use an external standard like the HITL Certification to build a career path that keeps your best people in-house. Talent stays where expertise is recognized and rewarded. If you don't give them a path to becoming a "Senior HITL," they will find a brand that will.
Third, you must reframe your offer. Stop telling clients you "run campaigns." Start telling them you "govern their AI." You provide the certified judgment layer their internal team lacks. You are the accountable human in a world of autonomous noise. That is a fundamentally different value proposition that commands a fundamentally different fee structure.
The Human Was Always the Value
The Michelin Guide didn't destroy fine dining; it clarified where the real value was hiding. It pointed everyone toward the person behind the stove.
AI isn't destroying the agency model. It is simply stripping away the fluff and the billable hours that never mattered anyway. It is exposing the fact that we were always selling human judgment. The agencies that move first to certify, credential, and price that expertise will own the next decade of GTM services.
The ones that wait? They will be the empty restaurants the chef just left. Use the tools. Trust the agents. But never forget who earns the star.
If you want to protect your agency’s future, stop selling production and start certifying your governance. Move your talent onto a path where their judgment is the product, and your agency will become the kitchen where the world’s best GTM "chefs" want to build their names.
Author Bio Emma Monro Harris is the CEO and Founder of 1CommandAI, the governance platform that sits above every AI agent in an enterprise GTM stack. 1CommandAI is building the HITL Certification—the emerging standard for Human in the Loop professionals who govern AI behaviour and own the outcomes. Follow Emma on LinkedIn.
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