Forget B2B and B2C – are you ready for ‘business to human and machine’, or B2HM?

Dr Mumbo’s abiding paranoia is getting behind the curve on jargon. He had just about mastered differentiating his B2Cs (business-to-customer) from his B2Bs (business-to-business) when American IT-firm Cognizant served up a yorker.

On catching sight of a report from Cognizant’s ominously named ‘Centre for the Future of Work’ report, Dr Mumbo felt a twinge of excitement.

Cognizant did not disappoint. This was no ordinary press release, but practically a manifesto for transhumanism. It concerned itself not just with the usual grind of marketing,  but gunned for the next level for humans as a species. Here’s a small sample of said release:

“These algorithms have begun playing an increasingly important role by augmenting consumers with the information they need, influencing their decisions and ultimately helping them become better humans.”

Or this part, which retrospectively throws shade on all the previous centuries of human brand interaction, here: “This new human-algorithm alliance has turned the business-to-consumer dynamic on its head and is challenging brands to connect more intelligently and humanly with customers.” 

Dr. Mumbo had no idea he had been communicated with unintelligently and inhumanly thus far, but if the ‘Centre for the Future of Work’ says it. Well then, heck, it must be true. 

There were alarming revelations in almost every single line. For instance: “Trying to influence humans alone will no longer be sufficient. Brands will also need to influence the algorithms. Every industry and business will need to become ‘B2HM’ ― business to human and machine ― and the top brands will be the ones who successfully earn a trusted reputation with both customers and their AI assistants.”

That’s all for now. Dr Mumbo’s off to the pub for lunch where he will try to weave B2HM into as many conversations as possible, all while trying to charm Siri and Alexa. It’s a Brave New World people.


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