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# Humaine

Human-Centric AI Marketing

## Sitemaps

- [XML Sitemap](https://wearehumaine.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Insights](https://wearehumaine.com/blog/)
- [The commercial signals B2B teams should track before changing strategy](https://wearehumaine.com/commercial-signals-judgement-advantage/) - Learn which commercial signals matter before changing strategy, and why judgement matters more as AI makes intelligence abundant.
- [How to Choose an AI Marketing Agency - and Why the Best Choice May Not Be an Agency at All](https://wearehumaine.com/choose-ai-marketing-agency/) - Choose an AI marketing agency with better judgement, not just more tools. A practical framework for CMOs, procurement, and growth leaders.
- [Best AI Marketing Agencies in the UK (2026): AI-First vs AI-Augmented](https://wearehumaine.com/best-ai-first-marketing-agencies-uk-2026/) - Compare the best AI marketing agencies in the UK. See how AI-first and AI-augmented models differ, and choose the right partner for your team.
- [The Real Problem With AI-First Marketing Agencies Is AI-First Thinking](https://wearehumaine.com/the-real-problem-with-ai-first-marketing-agencies-is-ai-first-thinking/) - AI-first can scale output fast, but without commercial intelligence it can flatten differentiation. See the real issue and what to do instead.
- [The Complete Guide to Commercial Intelligence for B2B Brands](https://wearehumaine.com/commercial-intelligence-b2b-operating-system/) - Commercial intelligence is an operating system that turns market signals, buyer behaviour, and go-to-market performance data into decision-grade guidance for commercial leaders. Its purpose is to give leadership teams a repeatable way to allocate spend, shape positioning, and coordinate sales and marketing actions in ways that improve revenue outcomes over time.
- [B2B Marketing Agency vs In-House Team: What UK Retail Brands Actually Need in 2026](https://wearehumaine.com/agencyvsin-housemarketing/) - 46% of B2B companies now run hybrid models — but how should UK retail brands think about the split? A practical framework for marketing directors managing both B2B and consumer pressure.
- [The Six Labs Model: When to Deploy Each Marketing Capability](https://wearehumaine.com/six-labs-model/) - The Six Labs Model is a commercial intelligence framework that explains when and why to deploy different marketing capabilities across strategy, brand, content, production, search, and technology to improve decision quality and revenue outcomes in B2B organisations.
- [What Should a Business Do Before Adopting AI?](https://wearehumaine.com/before-adopting-ai/) - Before adopting AI, define what it should improve - decision quality, brand quality, and growth. Use this readiness framework first.
- [How to Evaluate Whether a Marketing Agency Actually Understands AI](https://wearehumaine.com/how-to-evaluate-marketing-agency-ai/) - Use a CMO-grade framework to judge agency AI capability, spot theatre, and shortlist partners on judgement, governance and commercial proof.
- [The 2026 B2B Buying Shift-Why AI Will Be in 90% of Your Deals. Whether You Like It or Not.](https://wearehumaine.com/the-2026-b2b-buying-shift/) - AI is changing B2B buying decisions by moving vendor research, shortlisting and evaluation into AI interfaces before any human contact occurs. Here's what that means for your brand in 2026.
- [AI-First vs AI-Augmented Marketing: What B2B Leaders Need to Know about the difference in 2026](https://wearehumaine.com/ai-first-vs-ai-augmented-marketing/) - See the difference between AI-first and AI-augmented marketing, and why operating model design matters more than tool adoption for growth.
- [How to Measure Marketing Maturity: The Five-Level Framework for B2B Leaders](https://wearehumaine.com/marketing-maturity-model-assessment/) - Assess your B2B marketing function using the Commercial Intelligence Maturity Model - a five-level diagnostic built for CMOs who want an honest read on where they actually sit, and what it takes to move forward.
- [How to Use AI Without Losing Brand Quality](https://wearehumaine.com/ai-brand-quality/) - AI is increasing content output for most brands. But many are losing distinctiveness and brand quality in the process. Here is why, and how to stop it.
- [How to Prove Marketing Is Driving Revenue, Not Just Leads](https://wearehumaine.com/prove-marketing-revenue/) - Use four board-ready metrics to show marketing's revenue impact, not just leads. Built for CMOs who need proof finance will trust.
- [Commercial Intelligence vs Market Research: The Difference Between Insight and Growth](https://wearehumaine.com/commercial-intelligence-vs-market-research/) - Why market research informs, but commercial intelligence decides what to do next.
- [Why Growth Marketing Stops Working in an AI Economy](https://wearehumaine.com/growth-marketing-ai-economy/) - Growth marketing still works, but AI has changed the economics. See why trust, judgement and commercial intelligence now drive B2B advantage.
- [Why Partner Marketing Breaks at Scale - and How to Fix It](https://wearehumaine.com/partner-marketing-at-scale/) - Most partner marketing programmes do not fail because of strategy. They fail because the infrastructure cannot keep up. Here is what fixing it looks like.
- [How to evaluate whether a marketing agency actually understands AI (and the 4 questions that expose the ones that don't)](https://wearehumaine.com/ai-agency/) - Use four questions to tell whether a marketing agency genuinely understands AI. Spot weak operating models, governance gaps, and superficial AI theatre.
- [The 7 Questions Every CMO Should Ask Before Hiring an AI Marketing Agency](https://wearehumaine.com/ai-marketing-agency-questions/) - Use this CMO checklist to assess an AI marketing agency, spot weak answers, and choose a partner with stronger judgement, governance, and results.
- [From Cutting Boards to AI: A Creative’s Journey Through Change ](https://wearehumaine.com/from-cutting-boards-to-ai-a-creatives-journey-through-change/) - The Only Constant in Creativity? Change. By Geraint Gronow Every generation faces that defining moment, the arrival of a new technology that makes you question everything. Is this the end of my career as I know it? I’ve been there. More than once. I started my creative journey in a small Welsh town, Blackwood. It
- [AI First. AI Fast. AI Fall Short.](https://wearehumaine.com/ai-first-ai-fast-ai-fall-short/) - Avoiding the Hype and Ensuring Strategic Alignment AI First. AI Centric. AI Gold Rush. These are the common terms that are now starting to pierce boardrooms around the world. And in many instances, there's a reason. Missing the wave means you might get left behind by a competitor who moved faster on this wave than
- [The Shadow Stack: Why Companies Are Blind to the AI Already Inside Them](https://wearehumaine.com/the-shadow-stack-why-companies-are-blind-to-the-ai-already-inside-them/) - In boardrooms across the world, executives are grappling with the pressure to define their AI strategy. But while their eyes are fixed on the horizon—tracking roadmaps, forecasts, and disruption—they often overlook what’s already unfolding inside their organisations: the invisible adoption of artificial intelligence at the ground level. This phenomenon, which we call the “Shadow Stack”, refers
- [Are you replaceable by AI? If you choose to be](https://wearehumaine.com/are-you-replaceable-by-ai-if-you-choose-to-be/) - There’s a lot of hearsay going on and it concerns our future; doomsday prophesying of human intelligence being inferior and possibly replaceable. AI is showing off at the moment. Its text-to-image generation skills are squashing our identities into toy packaging as tiny action figures. It’s also turning mere words into cinematic video. It’s egotistically flaunting
- [MidJourney’s Leap into AI Video](https://wearehumaine.com/midjourneys-leap-into-ai-video/) - A Beautiful Experiment Facing a Harsh Spotlight AI image generation has already transformed the creative world. With the release of its video model, MidJourney has taken a bold step into motion. Their first official video engine, known simply as V1, allows users to animate still images into short cinematic clips. Visually, the results are striking.
- [Sam has plans for the world](https://wearehumaine.com/sam-has-plans-for-the-world/) - When Sam Altman took the stage at OpenAI’s DevDay 2025, it wasn’t a product pitch. It was a blueprint for a new world order. He unveiled OpenAI’s evolution from a research lab into a consumer platform, an infrastructure giant, and a global research organism all in one. AI as a Personal Ally Altman wants your
- [From Tools to Transformation: Reflections on AI Expo Africa](https://wearehumaine.com/from-tools-to-transformation-reflections-on-ai-expo-africa/) - Every wave of innovation eventually reaches a turning point. I recently had the privilege of attending AI Expo Africa 2025 with my colleagues Grant Hillary and Tetelo Maake and that shift was clear. The conversation moved from excitement about capability to focus on clarity and intent. It was a reminder that while the pace of innovation is accelerating, clarity is what
- [AI, creativity, and the year we all had strong feelings about it.](https://wearehumaine.com/ai-creativity-staying-human-2025/) - We’re All Being Herded Into the AI Pasture. Whether We Like It or Not. By Geraint GronowDecember 2025 As 2025 draws to a close, I’ve been reflecting on how AI and creativity have danced through the year. Sometimes gracefully. Sometimes awkwardly. There’s been brilliance, breakthroughs, and wild experiments. There’s also been backlash. The phrase “AI
- [Gen AI needs a Carney Moment in 2026](https://wearehumaine.com/gen-ai-needs-a-carney-moment/) - By Dean McCoubrey Summary: Gen AI and the future. AI dominance mirrors Big Tech's rise through utility, not force. Yet regulatory frameworks lag behind capability, creating an ethics vacuum. Unlike social media, Gen AI participates in cognition itself, automating decision-making in enterprises and classrooms. We risk eroding human agency and critical thinking. The solution requires
- [How to Build a Revenue-Linked Marketing System (Not Just Campaigns)](https://wearehumaine.com/revenue-linked-marketing-system/) - By Dean McCoubrey Co-Founder and Chief AI Strategy Officer, Humaine Most B2B campaigns run for less than six months. The average B2B sales cycle runs between 120 and 400 days. The marketing designed to generate revenue ends before the buyer has even formed a view. This is not a timing problem. It is a structural one.
- [IP + AI: How to Build Marketing Assets That Compound (Not Depreciate)](https://wearehumaine.com/marketing-ip-ai/) - Build marketing assets that compound, not depreciate. Learn the four types of marketing IP, how AI amplifies them, and how to audit what you own.
- [Best B2B Marketing Approach in 2026: Why Commercial Intelligence Beats Growth Marketing](https://wearehumaine.com/best-b2b-marketing-2026/) - Growth marketing still works. It just no longer creates advantage. See why commercial intelligence beats execution in 2026.
- [How Humaine is Revolutionising Marketing with Personalised AI](https://wearehumaine.com/ai-and-robotics-marketing-advancing-automation-and-human-robot-collaboration-2/) - The Rise of AI Personalisation in B2B Storytelling As competition gets fiercer, more B2B brands are turning to AI to build deeper connections and improve marketing performance. AI’s ability to personalise content and predict customer needs is proving invaluable in helping brands navigate the complexities of modern B2B marketing. According to Marketing Week, AI is
- [Unlocking AI’s Power: How Retailers can Enhance Customer Personalisation](https://wearehumaine.com/how-can-i-get-started-with-artificial-intelligence-for-my-business/) - In today's competitive retail landscape, AI's role in customer personalisation has become a critical driver for success. Retailers who leverage AI are not just meeting customer expectations but exceeding them with tailored, data-driven experiences. Whether it’s through predictive analytics, product recommendations, or personalised pricing, AI is transforming the way retailers engage with their customers, offering
- [Marketing can never be the same again](https://wearehumaine.com/exploring-deep-learning-unleashing-the-power-of-neural-networks/) - The marketing landscape has always been shaped by technological advancements. From the rise of radio ads to the explosion of social media, marketers have consistently adapted to reach their audiences through new mediums. However, no technological development has disrupted the marketing world as significantly as artificial intelligence (AI). AI is not just a tool; it's
- ["Is AI the Missing Link for Marketing Directors’ Success?"](https://wearehumaine.com/the-future-of-ai-emerging-trends-and-technologies-to-watch/) - Artificial intelligence is revolutionising industries across the globe, and marketing is no exception. From hyper-personalised customer experiences to automated content creation, intelligent systems are dramatically reshaping the marketing landscape. Yet, for many marketing directors, machine learning technologies also brings a mixture of excitement and trepidation. Can AI truly be trusted to enhance marketing strategies, or
- [TOME: A Path to Marketing Excellence with AI](https://wearehumaine.com/tome-a-path-to-marketing-excellence-with-ai/) - At our agency, we understand that navigating the world of AI marketing can feel overwhelming, but it doesn’t have to be. That’s why we’ve developed a clear, four-step process called TOME, designed to guide your brand from AI awareness to becoming a marketing powerhouse. Each step is a building block—helping you harness the power of
- [Humaine Launches in Europe at World AI Summit 2024, Amsterdam](https://wearehumaine.com/humaine-launches-in-europe-at-world-ai-summit-2024-amsterdam/) - Amsterdam, Netherlands – October 10, 2024 – At the World AI Summit 2024, Humaine, a pioneering human-centric AI marketing agency, officially launched its South African and European operations yesterday. The timing of this debut couldn’t be more significant, as the global conversation around responsible and ethical AI deepens. Humaine shared its innovative emerging technology approach designed to help
- [Ethical AI-Driven Marketing: The Humaine Approach](https://wearehumaine.com/ethical-ai-driven-marketing-the-humaine-approach/) - In a world where technology advances at breakneck speed, businesses are grappling with the challenge of adopting artificial intelligence (AI) in a way that not only drives growth but also respects human values- ethical AI. At Humaine, we believe that AI’s true potential lies not just in automating tasks, but in augmenting human capabilities and
- [AI Cares. Depending on the Human.](https://wearehumaine.com/ai-cares-depending-on-the-human/) - In today’s digital world, artificial intelligence is reshaping branding and marketing, allowing for unprecedented levels of efficiency, personalisation, and scalability. However, while AI’s role in marketing is clear, the approach we take when using it can make or break brand relationships. At Humaine, we believe in the power of a human-centred approach to AI, one
- [Mellon Educate Building Blitz: Action + Compassion](https://wearehumaine.com/mellon-educate-building-blitz-action-compassion/) - Looking back on last week’s Mellon Educate Building Blitz, one cannot help but feel profoundly moved. Over 400 volunteers from around the world left their homes, families, and routines to dedicate themselves to a project far greater than themselves. In a single week, these individuals not only contributed to building schools and better futures but
- [AI in 2024: Transformative Growth and the Imperative of Ethics](https://wearehumaine.com/https-wearehumaine-com-ai-in-2024-transformative-growth-and-the-imperative-of-ethics/) - The year 2024 has been nothing short of transformative for artificial intelligence (AI). Rapid advancements in technology, groundbreaking applications across industries, and intensified regulatory discussions have highlighted the critical need for an ethical framework guiding AI's growth. As the world races to adopt and integrate AI into every facet of life, the focus must remain
- [Humaine's Generative AI Trends in 2025: The Next Turning Point](https://wearehumaine.com/generative-ai-trends-2025/) - Generative AI Trends in 2025? Not easy to predict. After all, AI is reshaping industries at an unprecedented pace, but its integration into society brings a complex mix of innovation, regulation, and responsibility. As we look to 2025, the key trends reflect the tension between technological breakthroughs and the need for critical oversight, ethical governance,
- [NRF 2025: Retail’s Future Unveiled with Humaine at the Forefront ](https://wearehumaine.com/nrf-2025-retails-future-unveiled-with-humaine-at-the-forefront/) - NRF 2025: Retail’s Big Show lit up New York City with groundbreaking innovation and collaboration, drawing over 40,000 attendees and 1,000 exhibitors to the industry’s premier global event. Humaine was at the heart of the action, engaging with thought leaders, exploring the latest in retail technology, and proudly co-hosting an exclusive After-Party for UK retailers and
- [Retailers Need Support: AI-Powered Retail Innovation at Full Speed](https://wearehumaine.com/retailers-need-support-ai-powered-retail-innovation-at-full-speed/) - By Mike Butler and Grant Hillary The retail industry is undergoing a transformative era, fuelled by rapid technological advancements and evolving consumer demands. By 2025, AI-powered retail innovation will define the sector as businesses leverage cutting-edge tools to optimise operations, improve engagement, and deliver hyper-personalised experiences. Here’s a look at the most influential trends shaping the retail
- [How Social Media Prepared Us for AI](https://wearehumaine.com/how-social-media-prepared-us-for-ai/) - A Wake-Up Call to Reclaim Our Humanity By Dean McCoubrey head of Tech and Training In the last two decades, social media has reshaped how we think, feel, and connect. It has also unwittingly prepared us for the next seismic technological shift: artificial intelligence (AI). But this preparation has been more cautionary than celebratory. Social media
- [Humaine Sponsors Free Online Safety Initiative Launched on Safer Internet Day 2025 ](https://wearehumaine.com/humaine-sponsors-free-online-safety-initiative-launched-on-safer-internet-day-2025/) - In recognition of Safer Internet Day, a global initiative promoting a safer and more responsible digital world, Humaine, the human-centric AI marketing agency, is sponsoring the MySociaLife Hero Program, an initiative that provides free digital citizenship and online safety training to South African primary schools. This partnership is part of Humaine’s wider commitment to promoting
- [AI agents for good? ITU’s AI for Good Global Summit](https://wearehumaine.com/ai-agents-for-good-itus-ai-for-good-global-summit/) - A new wave of autonomous AI—capable of reasoning, acting independently, and scaling at unprecedented speed—is rapidly reshaping the technological landscape. The rise of “agentic AI” and powerful, low-cost AI models is making artificial intelligence cheaper, more widely available, and potentially more energy efficient—but also harder to regulate. With some prominent CEOs predicting human-level AI within
- [The ‘Future of Work’: Balancing AI efficiency with human dignity in a changing landscape](https://wearehumaine.com/the-future-of-work-balancing-ai-efficiency-with-human-dignity-in-a-changing-landscape/) - By Dean McCoubrey head of Tech and Training In my two jobs as a human-centric AI leader, and a GenZ social media and digital citizenship educator in schools, it’s evident we have an all-new and hyper unpredictable future to consider. This requires adaptation on a whole new level. I would argue this is the greatest seismic
- [How AI is Reshaping UK Customer Loyalty Programmes](https://wearehumaine.com/how-ai-is-reshaping-uk-customer-loyalty-programmes/) - Artificial intelligence is transforming customer loyalty programmes in the UK, as brands compete to offer hyper-personalised experiences while balancing data privacy concerns. A shift towards instant digital rewards and sustainability-driven initiatives is reshaping the way businesses build lasting relationships with consumers. According to Comarch’s Customer Loyalty Predictions 2025, UK consumers increasingly expect personalisation, transparency, and
- [If granny can now make a TV ad, should you hire her? ](https://wearehumaine.com/if-granny-can-now-make-a-tv-ad-should-you-hire-her/) - A caution to business leaders adopting Generative AI without a plan Last week, OpenAI launched its upgraded visual toolset, and just like that, another level of creativity, execution and automation became available at the click of a prompt. We can now produce dazzling visuals, brainstorm campaigns, and craft brand content faster and cheaper than ever
- [Why A/B Testing Is No Longer Enough](https://wearehumaine.com/why-a-b-testing-is-no-longer-enough-how-ai-transforms-creative-testing-for-smarter-retail-marketing/) - For years, A/B testing has been the trusted companion of marketers—offering a methodical, data-backed approach to campaign optimisation. Test two versions of a message, serve them to split audiences, and invest in the one that performs better. Logical. Sensible. Economical. But in 2025, the logic has evolved. In a world moving at the speed of
- [Saudi Arabia’s Big AI Bet Isn’t Just a Headline. It’s a Signal.](https://wearehumaine.com/saudi-arabias-big-ai-bet-isnt-just-a-headline-its-a-signal/) - 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
- [The New Creative Lie: Toss in a Prompt, Land a Marlin](https://wearehumaine.com/the-new-creative-lie-toss-in-a-prompt-land-a-marlin/) - By Geraint Gronow AI isn’t a magic wand; it’s a soggy worm on a hook in a thunderstorm. Unpredictable weather. Dodgy bait. A whole lot of waiting. The pace of AI feels effortless, almost overnight, everything seems faster. Tools are smarter. Outputs sharper. Demos dazzle. But can our understanding, our skill, and our creative discipline keep up? There’s a tempting illusion
- [The Human Firewall: Character Before Code](https://wearehumaine.com/the-human-firewall-character-before-code/) - In an era of automation, humanity,not hardware, is our true line of defence. Scroll through a stock image library and type in the keyword “cybersecurity” and you’ll find a familiar image in corporate security - rows of servers, complex encryption protocols, biometric authentication systems. In this picture, safety is engineered. It is a matter of
- [In the age of AI, content is everywhere — but are we still telling stories that matter?](https://wearehumaine.com/in-the-age-of-ai-content-is-everywhere-but-are-we-still-telling-stories-that-matter/) - Content might be multiplying, but is it connecting? Is it resonating in the way great stories once did – not just engaging but anchoring us? Last week on Substack, AI marketing expert Charlie Hills penned a sharp, clear-eyed provocation: Content is Dead. Long Live Connection. It caught me off guard and held me there. Not because
- [Shoptalk Europe 2025: Retail's AI Inflection Point](https://wearehumaine.com/shoptalk-europe-2025-retails-ai-inflection-point/) - Shoptalk Europe 2025, held in Barcelona this June, was a big moment for the retail world. With over 4,500 retail leaders and more than 160 speakers, the message echoed loud and clear: artificial intelligence (AI) isn’t something we’re waiting for, it’s already changing the game. And now, it’s doing it with more purpose than ever.
- [Cannes Lions 2025](https://wearehumaine.com/cannes-lions-2025/) - The top innovationas and ideas shaping the future of marketing We might not have strolled the Croisette ourselves this year, but we’ve been dialled in, tracking the pulse of the conversations, campaigns, and creativity lighting up Cannes Lions 2025. And what a year it’s been. This wasn’t just a checkpoint for the industry; it felt
- [From Cape Town to Piccadilly: How Trust, Talent and Teamwork Delivers](https://wearehumaine.com/from-cape-town-to-piccadilly-how-trust-talent-and-teamwork-delivers/) - By Malherbe Pelser In the fast-paced world of retail marketing, agility and trust often determine whether a campaign makes it to launch, or misses the moment entirely. This was certainly the case for Debenhams’ High Summer campaign, which came together in a tight window and culminated with a show-stopping display on the UK’s most iconic
- [Is AI the real threat to our future?](https://wearehumaine.com/is-ai-the-real-threat-to-our-future/) - For as long as civilisations have risen, humanity has encountered existential threats. From disease to war, ideology to empire, we have faced collapse and clawed our way back. And yet, this moment feels different. Not because it is, but because of how it is experienced by almost five billion people. On screen. We now carry
- [AI for Good 2025: Why Purpose-Driven Tech Matters More Than Ever](https://wearehumaine.com/ai-for-good-2025-why-purpose-driven-tech-matters-more-than-ever/) - What Marketers Need to Pay Attention To, Now At Humaine, we believe technology should amplify what’s best about being human. That’s why this year’s AI for Good Summit 2025 in Geneva stood out as one to watch. It offered a real glimpse into where AI is heading, and what that means for those shaping the future of communication
- [What the heck is AEO?](https://wearehumaine.com/what-the-heck-is-aeo/) - By Dean McCoubrey The way we discover information online is changing at breakneck speed. For more than a decade, digital marketing lived and died by search engine optimisation (SEO). We learned to obsess over keywords, backlinks, and meta tags, navigating endless Google updates with exotic names like Panda, Penguin, and Possum. The reward was a
- [When We Sat Through Noodles](https://wearehumaine.com/when-we-sat-through-noodles/) - By Geraint Gronow Remember when you actually looked forward to the ad break? Not because you needed a brew and a biscuit, but because you didn’t want to miss what came next. Some made you laugh out loud. Some made you tear up. Some left you wondering what on earth you’d just witnessed. But you
- [The AI surge and the magpie effect hypnotising the C-Suite](https://wearehumaine.com/the-ai-surge-and-the-magpie-effect-hypnotising-the-c-suite/) - By Dean McCoubrey AI is phenomenal technology with breathtaking potential, but it does not guarantee business results unless you have an expert shaping the inputs and discerning the outputs. Without that, the shine often exceeds the substance. Take a look at your feed right now – LinkedIn, Instagram, X, Facebook, even WhatsApp. It is probably
- [Agentic Commerce Is Here: What It Means for Brands, Retailers, and the Future of Buying](https://wearehumaine.com/agentic-commerce-is-here-what-it-means-for-brands-retailers-and-the-future-of-buying/) - By Grant Hillary For as long as I can remember, my career has revolved around one core question: What’s stopping people from buying more? It started with draught beer in South Africa in the early ’90s. Before I could grow SAB’s Castle Draught category, I had to fix product quality and availability across 500 inconsistent
- [UK Customer Experience Awards 2025: Reflections from Wembley](https://wearehumaine.com/uk-customer-experience-awards-2025-reflections-from-wembley/) - By Mike Butler On 16 October 2025, Wembley Stadium played host to one of the most energising events in the UK business calendar: the UK Customer Experience Awards (UKCXA). Now in its 16th year, the event brought together nearly 1,000 professionals from across sectors to celebrate organisations placing customers firmly at the centre of everything
- [The Future of AI is already happening: Insights from World Summit AI 2025](https://wearehumaine.com/the-future-of-ai-isnt-coming-its-happening-insights-from-world-summit-ai-2025/) - By Grant Hillary Last week, alongside Mike Butler, I had the opportunity to attend World Summit AI in Amsterdam, and it was far from just another tech conference. With more than 5,000 people from over 100 countries, the event felt like a global pulse-check on how artificial intelligence is reshaping business, society, and the way decisions are made. 
- [Is the Internet Dying Again? Not Quite, But There’s Real Reason to Worry](https://wearehumaine.com/is-the-internet-dying-again/) - Public debate about the “dead internet theory” has resurfaced, this time from people who helped build the modern web. When Sam Altman notes the rise of LLM run accounts and Alexis Ohanian warns that parts of the internet feel “dead”, it prompts a question: not whether the theory is literally true, but whether its sentiment
- [How to Choose the Right B2B Agency in 2025](https://wearehumaine.com/b2b-agency-selection-guide-2025/) - A practical guide for teams who need more than another checklist. By Dean McCoubrey At Humaine we believe that choosing the right B2B agency can feel overwhelming, especially with so many options that promise results but fail to deliver. This guide will simplify your decision-making process, outlining the key criteria you need to consider to
- [Retail Marketing Explained: Is It Worth It for Brands in 2026?](https://wearehumaine.com/retail-marketing-explained-is-it-worth-it-for-brands-in-2026/) - By Grant Hillary Is your brand struggling to make a meaningful impact in the competitive retail landscape? This article will explore the essential elements of retail marketing, revealing strategies that can transform your approach and drive measurable growth. In fact, brands that effectively leverage retail marketing see an average sales increase of 30% within the
- [2025 Year in Review: When AI Went Bananas](https://wearehumaine.com/2025-year-in-review-when-ai-went-bananas/) - By Dean Mc Coubrey Introduction to the 2025 Year in Review: AI's Explosive Growth in 2025 To understand the scale of 2025, look away from Silicon Valley. Look instead at the construction sites in Texas or Michigan, where steel frames the size of airport terminals are rising to house the world’s new cognitive infrastructure. These
- [3 Key Takeaways From NRF 2026 for Retail Marketing Leaders](https://wearehumaine.com/nrf-2026-retail-marketing-takeaways/) - By Mike Butler NRF 2026, The event of the year I spent the last few days in New York during NRF 2026, one of the biggest retail events of the year. This conference was grounded in truth rather than shaped by futuristic concepts or retail theatre. It was a gathering of operators facing a harder reality.How
- [Davos Insights: Why AI Will Break Most Brand Strategies Before 2030](https://wearehumaine.com/ai-brand-strategy-davos-2030/) - Mike Butler Summary AI is dismantling traditional brand strategies by reshaping how value is perceived and discovered. Five critical threats emerge by 2030: commoditised differentiation, trust as currency, skill misalignment, data ethics, and invisible brands inside machines. Winning brands will build proprietary intelligence, prioritise human connection, embed transparency into AI systems, and restructure teams around
- [Humaine at the Forefront: Highlights from AI Empowered 2025](https://wearehumaine.com/humaine-at-the-forefront-highlights-from-ai-empowered-2025/) - By Warren Galley On 7–8 August, the Cape Town International Convention Centre hosted AI Empowered 2025, a landmark event drawing more than 3,000 delegates, 40+ speakers, and over 50 sessions. The summit brought together business leaders, technologists, creatives, educators, and policy-makers to examine how artificial intelligence is reshaping business, society, and Africa’s own development trajectory.

## Pages

- [Humaine](https://wearehumaine.com/) - Humaine helps B2B and retail brands turn strategy, content and AI into scalable growth systems. Trusted by global teams to drive measurable business results.
- [ai-augmented marketing strategy firm](https://wearehumaine.com/ai-augmented-marketing-strategy-firm/) - Learn what an AI-augmented marketing and strategy firm does, how it differs from AI-first agencies and consultancies, and how Humaine helps B2B teams make better commercial decisions.
- [Commercial intelligence for B2B growth](https://wearehumaine.com/commercial-intelligence-for-b2b-growth/) - Commercial intelligence connects buyer signals, market shifts, competitor context and performance data so B2B leaders can make better growth decisions.
- [AI-augmented marketing and strategy for enterprise B2B teams](https://wearehumaine.com/ai-augmented-marketing-and-strategy-for-enterprise-b2b-teams/) - AI-augmented marketing and strategy for enterprise B2B teams Mid-market and enterprise B2B teams no longer need another agency or another consultancy. They need one partner that combines commercial intelligence, strategic judgement and AI-enabled execution in a single operating model. That is what Humaine does. We help B2B teams improve the quality of their commercial decisions,
- [Dean McCoubrey](https://wearehumaine.com/team/ai-strategist-dean-mccoubrey/) - Dean McCoubreyChief AI Strategy Officer Dean@wearehumaine.com Book a Strategy Session → As an AI strategist, I lead client advisory and the practical deployment of artificial intelligence across marketing teams, leadership groups and corporate organisations, speaking at conferences globally. My work sits at the intersection of AI strategy, tools, training, ethics and policy. I help businesses
- [Mellon Educate](https://wearehumaine.com/case-studies/mellon-educate/) - Mellon Educate Building the story that helps a charitygrow the funding it deserves Sector: Non-ProfitLabs: Strategy Lab + Brand Lab + Production Lab Humaine works with Mellon Educate on an ongoing pro bono basis across strategy, brand, and production, building the corporate communications infrastructure a South African education charity needs to grow funding. The result
- [Wax London](https://wearehumaine.com/case-studies/wax-london/) - Wax London Shot an entire Summer ’26 campaign in 6 days— during UK winter Sector: RetailLabs: Production Lab Humaine produced Wax London’s full SS26 campaign - photography and video across multiple narratives - in Cape Town and Hermanus in 6 days during UK winter. Six days delivered what would typically require three separate production windows
- [Six Degrees - Retail Re-Optimised](https://wearehumaine.com/case-studies/six-degrees-retail-re-optimised/) - Six Degrees Retail Re-Optimised One message. Six sub-sectors.276 engaged retail decision-makers. Sector: B2BLabs: Strategy Lab + Content Lab Retail Re:Optimised is a multi-stream B2B demand generation campaign built by Humaine for Six Degrees that reached six retail sub-sectors with a single strategic proposition, individually tailored. It engaged 276 retail decision-makers, averaged 20-30% email open rates,
- [Debenhams](https://wearehumaine.com/case-studies/debenhams/) - Debenhams Full High Summer campaign. One location. On time. Sector: RetailLabs: Production Lab Humaine produced Debenhams’ full High Summer 2025 campaign - photography and video - in Cape Town within a single shoot window, eliminating the scheduling and weather dependency that makes UK summer production commercially unreliable. Delivered on time, on brief, with no rescheduling.
- [Amplify 5](https://wearehumaine.com/case-studies/amplify-5/) - Amplify 5 A brand story that finally landsacross two markets. Sector: B2BLabs: Production Lab + Content Lab Humaine built Amplify 5 a video and photography asset library that translates a B2B proposition into consistent, deployable content across the UK and South Africa. The library is built for sustained use across digital, sales, and marketing channels
- [Six Degrees](https://wearehumaine.com/case-studies/six-degrees-case-study/) - Six Degrees From invisible to active —a B2B content engine built from zero Sector: RetailLabs: Production Lab + Tech & IP Lab Humaine built Six Degrees a LinkedIn-first B2B content engine that moved a specialist retail consultancy from no content presence to an active programme targeting decision-makers. Six Degrees now runs a continuous B2B marketing
- [Sage - Partner Studio](https://wearehumaine.com/case-studies/sage-partner-studio/) - Sage – Partner Studio 312 campaigns. Every market.Minutes, not months. Sector: B2BLabs: Tech & IP Lab Humaine built Sage Partner Studio, a proprietary AI-powered platform that enables Sage’s global partner network to adapt, translate, and localise campaign assets across 312 campaigns, all products, and all regions - in minutes. It delivered a 25% increase in
- [ASICS](https://wearehumaine.com/case-studies/asics-case-study/) - ASICS Three countries. Two sports.One campaign that held together. Sector: RetailLabs: Production Lab Humaine built the AW26 campaign system for ASICS across volleyball, handball, and padel in Italy, Germany, and Spain - three sports, three markets, one production window, one visual identity. The system is built to scale: ASICS can extend to new markets without
- [Case Studies](https://wearehumaine.com/case-studies/) - Case Studies Six Labs. Human Judgment. Global Brands. 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. Every case below represents a brief that required more than execution. It required judgment. ↓ Three countries. Two sports. One campaign that
- [Contact](https://wearehumaine.com/contact/) - Contact Us Real humans, ready for your questions We might be AI experts – but we lean on the all-important human aspect to make everything work. ↓ South Africa +27 21 419 3144 97 Roodebloem RoadWoodstockCape Town8001 United Kingdom 35 Berkeley SquareMayfairLondon W1J 5BF
- [The AI Digital Marketing Agency Built Around Commercial Outcomes](https://wearehumaine.com/ai-digital-marketing-agency/) - Most agencies bolt AI on. Humaine was built around it. See how our six Labs connect strategy, content and search into one growth system for B2B & retail brands.
- [Products & Labs](https://wearehumaine.com/products-labs/) - AI-powered strategy, branding, production, search and technology services. Humaine's six specialist Labs work together to create scalable growth for brands.
- [B2B](https://wearehumaine.com/b2b/) - Humaine B2B helps marketing and revenue teams win high-value accounts and modernise go-to-market. Strategic human expertise combined with AI-enabled workflows. Book a session.
- [Team](https://wearehumaine.com/team/) - The Team The people behind the thinking. Humaine is a collective of strategists, creatives, technologists and specialists, headquartered in the UK and working across international markets. ↓ We help businesses thrive in the age of AI Book a Strategy Session → Five senior agency leaders bring decades of experience across global brands including LVMH, ASICS,
- [Francel van Dyk](https://wearehumaine.com/team/francel-van-dyk/) - Francel van DykHead of Operations francel@wearehumaine.com Book a Strategy Session → I am the operational backbone of Humaine. My role sits at the point where strategy becomes delivery, where client relationships meet real-world execution, and where the systems that keep a business moving are built and maintained. I hold a BCom in Marketing, an Honours
- [Wynton](https://wearehumaine.com/team/wynton-2/) - Wynton McAllisterCreative Experience Designer | AI-enabled visual specialist wynton@wearehumaine.com Book a Strategy Session → I am a Creative Experience Designer and AI-enabled visual specialist, working at the intersection of brand storytelling, user experience and emerging creative technology. My role sits where ideas, design, digital experience and AI-powered production meet. I create visual systems, campaign assets,
- [Warren Galley](https://wearehumaine.com/team/warren-galley/) - Warren GalleyHead of Search Lab warren@wearehumaine.com Book a Strategy Session → Before marketing, I taught for ten years. That is where I learned the thing I lean on most: if you cannot explain something simply, you do not understand it well enough yet, and neither will the person in front of you. That discipline turns out
- [Dom Irwin](https://wearehumaine.com/team/dom-irwin/) - Dom IrwinHead of Copywriting dom@wearehumaine.com Book a Strategy Session → I am a senior copywriter with 15+ years of agency experience, currently Head of Content at Humaine. My background is traditional advertising - Saatchi & Saatchi, Accenture Song, agency life in the fullest sense of it. I've written across automotive, retail, FMCG, pharma, energy and more,
- [FAQ's](https://wearehumaine.com/faq/) - FAQ's The questions most asked. Every business has a host of questions to answer, even a few hoops to jump through, before trust is established. ↓ What’s on your mind? Book a Strategy Session → What efficiencies will AI offer my marketing department? AI streamlines a lot of the tasks that traditionally take up time—things
- [Geraint Gronow](https://wearehumaine.com/team/geraint-gronow/) - Geraint GronowCreative Director g@wearehumaine.com Book a Strategy Session → Hailing from a small mining village in Wales, Pontypridd to be precise, I started out when the colour of your logo might have depended on the available 'Magic Makers, thankfully Apple changed that. An ambition was fulfilled when I moved to London, where I spent ten
- [Kai Blatch](https://wearehumaine.com/team/kai-blatch/) - Kai BlatchClient Services Executive kai@wearehumaine.com Book a Strategy Session → My career began in marketing, working across a portfolio of brands in the UK where I supported SEO, CRM management, analytics, ecommerce performance, email marketing and website optimisation. It gave me an early understanding of how businesses grow, how customers behave and how data can
- [Mike Butler](https://wearehumaine.com/team/mike-butler-2/) - Mike ButlerChief Executive mike@wearehumaine.com Book a Strategy Session → B2B – B2C – Marketing – Retail – BPO South Africa – B2B Technology Marketing – Giving Back as a Force For Good – Customer Experience– Mentor & Ambassador. My focus has always been to unite Sales & Marketing, I have a particular affinity for the
- [Tetelo Maake](https://wearehumaine.com/team/tetelo-maake/) - Tetelo MaakeHead of CRM tatelo@wearehumaine.com Book a Strategy Session → I am a CRM Specialist and product builder at Humaine. My role sits at the point where software engineering and marketing meet, where a CRM stops being something you configure and becomes something you engineer. I build and run HubSpot ecosystems end to end: the
- [Privacy Policy](https://wearehumaine.com/privacy/) - Privacy Policy Last Updated: June 2026 At Humaine, we respect your privacy and are committed to protecting any personal information you provide through our website. Information We Collect When you submit an enquiry through our contact form, we may collect: Your name Your email address Any information you include in your message We only collect
- [Malherbe Pelser](https://wearehumaine.com/team/malherbe-pelser/) - Malherbe PelserHead of Production Malherbe@wearehumaine.com Book a Strategy Session → Malherbe led a multipurpose, agile creative agency focused on helping positive brands tell positive stories, including some of the biggest names in sport including Novak Djokovic and the Springboks. What started out as a freelance job opportunity for Malherbe in 2014 evolved into establishing a
- [Grant Hillary](https://wearehumaine.com/team/grant-hillary/) - Grant HillaryManaging Director Grant@wearehumaine.com I am Managing Director of Humaine, leading the agency's growth across South Africa and the UK. My role sits at the point where client relationships, commercial strategy, retail expertise and Human-AI systems meet. I spend most of my time helping retail brands and B2B organisations move from fragmented operations to smarter,
- [Retail](https://wearehumaine.com/retail/) - Retail Build a Faster, Smarter, More Adaptive Retail Marketing Organisation Humaine helps retail and consumer brands modernise campaigns, production, content operations, and Human-AI workflows for the next era of retail growth. ↓ Retail Marketing is moving faster than most teams can operationally handle Book a Strategy Session → Retail organisations are under pressure to produce
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