This week, Saudi Arabia launched Humain, a multibillion-dollar artificial intelligence company chaired by Crown Prince Mohammed bin Salman and backed by the country’s $940bn Public Investment Fund (PIF). It’s not just a corporate announcement—it’s a declaration of intent.
Humain is set to develop AI infrastructure, build powerful large language models, and act as both operator and investor. It marks a serious step toward becoming a key player in the next major phase of technological advancement.
Source: “Saudi Arabia launches AI company chaired by crown prince” – Financial Times, 12 May 2025
Read the full article .
The Infrastructure Behind Influence
This is about more than algorithms. What’s unfolding is a race to define the platforms, systems, and institutions that will support industries, communications, defence, and growth in the decades ahead.
Saudi Arabia’s announcement makes it clear: this isn’t about waiting for the future to arrive. It’s about shaping it—on their own terms.
Billions in capital, international partnerships, and a focus on foundational models suggest a serious long-term strategy. What we’re seeing is AI being treated not as a feature of the future, but as its foundation.
The Name That Speaks Volumes
“The name Humain deserves attention. It blends technology with something more grounded—something closer to people,” explains Mike Butler, CEO of Humaine.
“The choice reflects a growing trend in the global tech landscape: AI must not only work; it must resonate. It must feel useful, understandable, and—eventually—trusted.”
“And while Saudi Arabia is making its entrance now, that theme isn’t new to everyone. We had felt this was the only choice of name for our company, intent on human centricity within AI marketing. We are so excited by what we are seeing here, an alignment of intent,” Butler adds.
Some Saw This Coming
While much of the world has only recently begun allocating serious capital to AI infrastructure, others have been studying the trajectory and preparing for what’s now unfolding.
Those efforts weren’t always headline-worthy—but they were strategic. They focused on education, advisory, foundational thinking, and preparing organisations for a shift that was still out of sight for many.
So while today’s announcements are significant—and they are—they also confirm what some have been anticipating for years: that AI would become central not only to innovation, but to identity and influence.
Investment Moves Fast. Strategy Moves First.
There’s a difference between reacting and recognising. Between catching up and setting direction.
Saudi Arabia is moving fast—and that speed will open doors. But it’s also worth noting: the themes now dominating the global AI conversation—relevance, intelligence, long-horizon thinking—have already been quietly developed by those willing to act before the spotlight arrived.
What we’re seeing now is alignment. Not disruption.
And in that sense, it’s not a surprise.
It’s a signal received.
AI isn’t coming. It’s here.
And the question isn’t who has the resources—
It’s who had the readiness.
Need a marketing agency? One that harnesses the power of AI for efficiency and results? And, most importantly, one driven by people who care about other people, the planet, and society?
At Humaine, we blend AI with human expertise to deliver smarter, faster, and more impactful outcomes—because the future of business isn’t just about profit; it’s about purpose.
Extraordinary Together.
Source: “Saudi Arabia launches AI company chaired by crown prince” – Financial Times, 12 May 2025
Read the full article .
