illuma published an article by Peter Mason explaining how illuma's approach entrenches the human role that AI can't synthesise, including judgement and accountability.

illuma is a British AI company, pioneering contextual solutions for enterprise since 2015. Its real-time scaling technology is used by brands and agencies to boost the results of digital ad campaigns. Meanwhile, broadcasters, publishers and online platforms use illuma to organise, classify and categorise their inventory for commercial activation. illuma is committed to sustaining the open web ecosystem through equitable collaborations between ad tech providers and media owners. The company is proudly building industry-first agreements that recognise media owners’ or sell-side intellectual property rights, and in turn, deliver better outcomes for brands and audiences. illuma was founded by publishing experts and computer scientists from Imperial College, UCL and Cambridge University. The company is based in London with additional offices in New York.