Ferry Hoes is the Co-founder of the Brand Humanizing Institute. He, as one of the very few in the world, focuses on research on the intersection of humans and technology within organizations (in particular the role of Automation and Artificial Intelligence). During his big-corp years in Sales and Marketing, he specialized in Social Psychology and (Online) Marketing. This brought him to a point in 2016 where he started his first company as a Growth Hacker, which was still in its early developments in Europe. During these years working as a Growth Hacker, Ferry gained a different perspective on how companies should deal with technology, employees, and customers. He particularly noticed how humans and machines were placed in the wrong positions, a situation clearly disadvantageous for customers. This revelation was quickly followed by in-depth research of over a year, to create a better methodology that would both benefit humans (employees and customers) as well as the company, without having to use technology that could negatively influence both of these groups. It also led to the creation of the term “Brand Humanizing”: a vision and method that helps organizations become more human(e) by using technology the right way to secure long-term growth and organizational resilience against rapid market changes and innovating competition. It is a vision that has been acknowledged by experts such as Steven Kotler (multiple NY Times bestselling author) and Neil Sahota (United Nations (UN) Artificial Intelligence (AI) subject matter expert).
Ferry has been accepted – on behalf of the Brand Humanizing Institute – to both the Dutch AI Coalition and the European AI Alliance, in which he is an active member. These government institutions are both working towards a framework for Human-Centered AI, and Ferry is contributing to that goal from within different task forces in those coalitions.
