Humaine

AI systems and creative strategy for modern B2B and retail brands.

We connect strategy, content, AI workflows and visibility into scalable growth systems.

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Choose Your Growth Path

Trusted by teams at:

Where should AI create leverage?

Humans and AI. Our brand and yours. Extraordinary Together.

B2B

AI has changed what marketing teams can do. The challenge is knowing what to change, what to keep, and how to move at a pace your organisation can absorb. Humaine B2B helps you solve today’s commercial needs while building a more modern route to growth.

  • Strategic Growth
  • GTM Modernisation
  • Marketing Team Enablement: Training & Capability Building
  • AI-assisted Workflows

Retail

Retail has changed how fast marketing needs to move. The challenge is knowing what to scale, what to protect, and how to modernise at a pace your brand, team and production model can absorb. Humaine Retail helps you deliver today’s growth needs while building a more adaptive route to retail performance.

  • Retail Campaigns & Brand Growth
  • Cape Town Production & AI-Enhanced Shoots
  • Campaign Regeneration & Content Systems
  • Human-AI Retail Workflows
Scale Your Retail Growth →

Real-world results

Case Studies →

Global Brands

Since 2024, Humaine has delivered global campaigns across Europe, the Middle East and beyond.

We have worked across multiple business units for brands like ASICS and Sage, supported well-known UK names including Debenhams, Wax London and Wickes, and built AI systems for SaaS leaders.

ASICS
– Retail

asics client

Three countries. Two sports. One campaign that held together.

Sector: Retail
Labs: Production Lab

  • Campaign content delivered across three European markets
See Results →

Six Degrees
– B2B

From invisible to active – a B2B content engine built from zero.

Sector: B2B
Labs: ContentLab + Tech + IP Lab

  • Consistent B2B content programme established from standing start
See Results →

Wax London
– Retail

Shot an entire Summer ’26 campaign in 6 days – during UK winter.

Sector: Retail
Labs: Production Lab

  • Full SS26 campaign delivered – photography and video – in one window
See Results →

Sage
– Partner Marketing

Partner Studio
312 campaigns. Every market. Minutes, not months.

Sector: B2B
Labs: Tech & IP Lab

  • 25% increase in campaign engagement and utilisation across the partner network
See Results →

The Growth Framework:

We combine strategic thinking, AI capability, and expert human discernment to deliver world-class marketing outcomes; faster, smarter, and at a scale most agencies can’t match.

Human First

We harness AI for growth without losing the human qualities that make work valuable: curiosity, empathy, imagination, taste and judgement. Meet the Team →

Six Labs

Our Labs combine human creativity with AI capability across strategy, brand, content, production, search and technology.
Go to Labs →

“Most businesses don’t need more tools. They need better thinking about how those tools actually drive growth.”

Mike Butler

Mike Butler

CEO, Humaine

Collective Intelligence

The people behind the thinking.

Dean McCoubrey
Chief AI Strategy Officer

Dean McCoubrey

Mike Butler
Chief Executive

Mike Butler

Grant Hillary
Managing Director

Geraint Gronow
Creative Director

Geraint Gronow

Malherbe Pelser
Head of Operations

Human Insights

Trusted by

“The Humaine team were a joy to work with on our Summer 2025 Campaign. They understood the mandate from the off and helped deliver a really slick and professional shoot, within a super tight deadline. No egos, no nonsense, just good vibes.”

Jon Till
Group Studio Director at Debenhams Group

“Humaine understands our business, our partners, and our ambitions. They do not just deliver work, they think alongside us.”

Sippora Veen
SVP Partner Marketing at Sage

“Relationships matter. I’ve known Mike for many years and have always appreciated the support and commitment he has brought to Mellon Educate. Through Humaine, that support has continued, helping us communicate our work more effectively and connect more people to our mission.”

Niall Mellon
Founder Mellon Educate

“Really strong work from the Humaine team. They got our brief, executed it brilliantly, and the content has been working hard for us ever since.”

Alastair Brass
CEO and Founder of Amplify5

“The team managed the AW26 Volleyball shoot in Italy expertly and the content was well received in the wider team.”

Yui Matsui
Marketing Team (Indoor and Basketball) Core Performance Sports Footwear Division at ASICS Corporation

“Incredible week out in South Africa producing our SS2026 campaigns with phenomenal support from the team across a brilliant set of diverse locations.”

Patrick Duggan
Creative Director at Wax London