Jeremy Lopez, Founder, Hum(AI)n Assets/Image: Supplied
Hum(AI)n Assets is emerging at a pivotal moment for the global creative sector, where brands and creators are under pressure to produce high-quality content at unprecedented speed. The UAE-based company, founded by former Everdome CEO Jeremy Lopez, is building what he describes as “a creative engine that removes the friction between imagination and execution.” By merging AI-driven scalability with human-led storytelling, the company is positioning itself as a new kind of creative infrastructure for an industry being reshaped by artificial intelligence.
For Lopez, Hum(AI)n Assets is not just another AI-content shop. It represents a structural rethinking of how creative work gets done. “Traditional studios excel at their craft but often move at a different pace. AI-content studios can generate volume but sometimes lack the refinement that makes content truly work,” he says. “We are building out the middle ground.”
This middle ground is built on a simple premise: AI is a tool, not a replacement. As Lopez puts it, “We know when to use AI, and when to go old school.” That pragmatism underpins Hum(AI)n Assets’ value proposition to brands and creators who increasingly need speed without compromising substance.
From the metaverse to real-world utility
Lopez’s move from leading a metaverse venture to building an AI-driven creative infrastructure might seem like a pivot, but he sees it as an evolution shaped by hard-won experience. At Everdome, the team created “hyper-realistic virtual worlds that were technically brilliant and visually stunning,” yet the market wasn’t ready for mass adoption.
The takeaway, he says, was clear: futuristic bets need present-day utility. “The lesson wasn’t ‘don’t be ambitious.’ It was: plan and future proof for coming tech adoption, but be sure to build on today’s technology for today’s needs.” Unlike most agencies experimenting with AI plugins or bolt-on tools, Hum(AI)n Assets is re-engineering the workflow itself. That means understanding precisely where AI accelerates value and where human judgment determines quality.
AI contributes in three areas: speed, variation and raw material generation. But humans, Lopez stresses, lead on the parts that shape outcomes. “AI can’t tell you which shot captures the energy of an event. It can’t write copy that understands cultural nuance.”
Solving the real gap in the market: execution
As organisations race to adopt AI, many assume the technology itself is the solution. Lopez argues the opposite. “The gap in the market is execution, not technology,” he says. Most agencies still operate in legacy production cycles built for pre-AI workflows, which creates cost and speed inefficiencies that brands can no longer afford.
Hum(AI)n Assets’ approach is built around an end-to-end system that feeds AI “exactly what it needs to function—the right inputs, the right context, the right constraints.” This foundation is being shaped by a continuously learning infrastructure: every brief, edit and decision is fed into the company’s internal Agentic Asset Prediction Model, or AAPM.
Described by Lopez as “the beating heart of our platform,” the AAPM assigns tasks, manages velocity and optimises workflows as the system grows. Rather than promising fully autonomous production, Hum(AI)n Assets is building a model that evolves with human use—a future-proof asset for creators, enterprises and investors.
Lopez’s Web3 background also informs a distinct approach to community and payments. While Hum(AI)n Assets is not a Web3-native company, it has a dedicated sub-brand, Hum(AI)n Web3, built to serve blockchain projects and introduce optional token-based incentives.
He emphasises that participation is optional: “You don’t need to engage with Web3 or tokens to work with us.” Instead, blockchain offers speed, transparency and community engagement where relevant. “Token holders become advocates, testers, and community builders because they have a vested interest in the platform’s success.”
UAE as the launchpad
The company’s decision to base operations in the UAE is strategic. Lopez notes that the country’s regulatory clarity and government-backed AI agenda create a rare innovation environment. “The UAE is taking huge steps to become the Silicon Valley of AI,” he says. That translates into early-adopter clients, faster regulatory approvals, and a talent ecosystem comfortable experimenting with emerging technologies.
Hum(AI)n Assets challenges the idea that human involvement must reduce speed. Lopez believes speed comes from intelligent workflow design, not automation alone. “We don’t have humans reviewing every AI output just to check a box,” he says. Instead, they focus on the decision points that matter: brand alignment, emotional impact, strategic direction.
This is not “human-in-the-loop” as a slogan but as a genuine design philosophy. “The speed comes from removing unnecessary steps, not from removing human judgment,” he says.
The next two years: creative infrastructure at scale
Lopez envisions Hum(AI)n Assets becoming the default creative infrastructure for companies that need to move fast. That includes brands, agencies and emerging tech firms who want to integrate AI efficiently rather than reactively.
Looking at the industry broadly, he predicts a three-tier structure: premium human-only studios, AI-only volume producers, and hybrid systems like Hum(AI)n Assets that combine “speed and soul.”
His ultimate take is clear: “The future isn’t human vs. AI. It’s about humans with AI competing against humans without AI. And I know which side I’d bet on.”
