AI Innovation & Ethics for Marketers & Brands.
Human Thread by Jetset is an innovation and ethics collective for our peers in marketing, tech, and creative. Join us to help shape the future of AI in advertising with clarity.
Why.
The Future of AI for Brands is Human First.
AI is reshaping the future of creativity, strategy, and brand experience. But without intention, it risks replacing what makes marketing truly human.
Human Thread was built to help marketers, creatives, and technologists navigate this shift not with hype, but with clarity, creativity, and conscience.
We’re in uncharted territory, so we’re bringing together bold thinkers across disciplines to define what effective, responsible, and breakthrough use of AI looks like, and to set the tone for what’s next.
Our focus is twofold:
→AI innovation that drives brand growth
→Ethical guardrails that keep it grounded
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Get Involved.
Let's Shape What's Next.
Research for Brands
Benchmarks, surveys, and POVs on how AI is reshaping brand, marketing, and creative strategy.
Practical Standards
Human-first guidelines for applying AI to strategy, storytelling, and team workflows.
Curated Conversations
Roundtables, interviews, and events with people actually leading the change, not just talking about it.
AI Marketing Innovation
Highlighting breakthrough brand work and deconstructing what good AI-powered storytelling actually looks like.
AI Research.
Human Thread sponsors original research to better understand AI trends and sentiment across brands, marketers, and consumers. Our inaugural study explores how well consumers can distinguish AI-generated images from real photography - and what it means for trust, perception, and creative standards. Read our first report.
38% Real Recognition
In our first study, the majority of consumers couldn't correctly identify a real image as real.
0.1% Perfect Score
In Part I of our first study, only 1 out of 1,000 participants achieved a perfect score.
33% Complete Fail
One third couldn't correctly identify any of the images in Part II of the study.
Who's Behind Human Thread.
Human Thread was created by Jetset - a performance agency trusted by fast-growth brands and global icons alike. We’ve helped build some of the most recognizable marketing programs in the world. And through our commercial-grade GenAI service layer, we’ve seen the good, the bad, and the downright chaotic.
We believe AI deserves the same world-class level of craft, clarity, and conscience that defines great brand work. So we created Human Thread to bring together those who think the same - and to navigate this uncharted territory, together.
Forest
Leah
Pete
Dr. Andrew Hughes
Forest
Leah
Pete
Yianni
Forest
Leah
Pete
Yianni
Frequently Asked Questions.
Human Thread is a Jetset-led collective exploring the future of AI in brand, marketing, and creative—through a lens of clarity, ethics, and innovation.
CMOs, strategists, technologists, creatives, founders—anyone shaping how AI shows up in modern brand ecosystems.
It depends on your role. Contributors engage in roundtables, research, and frameworks. Members provide insight through surveys and feedback, and the Executive Board guides the vision while representing the collective in media. Everyone helps set the tone for what’s next.
No. Human Thread is invitation-based and contribution-driven. Some roles are curated; others are open to anyone aligned with the mission.
Yes. We welcome aligned thinkers to share insights, submit work, or co-create. Start by joining as a member or contributor.
The Podcast
The Human Thread Podcast launches late June 2025 and will explore the future of AI for brands and marketers. From neuroscience to creative trends, we cut through the hype to reveal how AI is reshaping marketing - with insights from special guests, and real-world brand leaders.
