The author works for Publora, a company that provides social media publishing automation tools, including an AI agent. They conducted a small study by directly messaging people about their social media posting habits and the reasons behind them. The study revealed that many users are not seeking complete automation and prefer to handle the final publishing step themselves. Reasons for this include a desire for authenticity, security concerns about AI access to accounts, and a personal preference for direct involvement. While AI is valued as a brainstorming partner or for drafting content, users are hesitant to delegate the entire process. This sentiment shifts significantly for agencies managing multiple client accounts. For them, the complexities of handling numerous brands, client credentials, and approval workflows make full automation seem daunting. These agencies require a solution that separates client accounts, uses secure authentication like OAuth instead of passwords, and incorporates a human approval process. The author realized that Publora's product features align with these agency needs. The core takeaway is that while automation is desired, it's often about augmenting human capabilities rather than replacing them entirely. The author concludes by reflecting on the importance of understanding what aspects of a task should remain human-controlled, even in an automation-focused industry.