Across many industries, long‑standing organizational systems are being strained by rapid technological change. Traditional workflows, originally shaped for industrial‑era processes, are increasingly mismatched with the capabilities of modern digital tools. This tension is reflected in the way many companies continue to rely on outdated structures while attempting to integrate advanced technologies such as artificial intelligence. Within this landscape, Humaniz is presented as a model for removing non‑human tasks, rebuilding outdated systems, and enabling more human‑centered, AI‑first organizational structures.
The approach is rooted in the belief that many tasks currently performed by people were never designed for human strengths. As noted by Gerard Duursma, "a lot of tasks which people now do are not real human. They are more for robots." This perspective frames automation not as a threat, but as an opportunity to restore meaningful work.
By examining how processes function today and identifying where friction exists, organizations are guided toward systems that better align with both technological capabilities and human potential. The goal is not acceleration for its own sake, but the creation of environments where people can contribute in ways that feel purposeful and sustainable.
A central part of the Humaniz methodology involves mapping existing processes before any new tools are introduced. Many companies operate with fragmented systems, duplicated efforts, and communication channels that require constant manual intervention. As described by Duursma, "a big real estate company has a lot of buildings… and there is a lot of communication, but they use a lot of different systems."
Through structured analysis, these workflows are examined to determine which tasks are essential, which are redundant, and which can be automated or redesigned. This step‑by‑step approach reflects the belief that transformation cannot be rushed. Even leadership teams are often unprepared for the depth of change required, a point highlighted when it was noted that assumptions about executive readiness often prove incorrect.
Once processes are understood, new systems are constructed from the ground up. AI tools, automation platforms, and integrated communication systems are introduced in a way that supports long‑term adaptability. The objective is to create organizations where technology handles repetitive or mechanical tasks, allowing people to focus on work that requires creativity, judgment, and human connection.
The philosophy behind Humaniz emphasizes the importance of separating identity from task. Duursma draws a parallel to The Lord of the Rings, noting how individuals can become overly identified with their roles, even when those roles do not reflect their true capabilities. "You are not what you're doing," underscoring the need for systems that allow people to step out of limiting patterns.
By removing tasks "never made for humans," organizations can create space for work that aligns more closely with human strengths. This shift is not only operational but cultural. Trust, openness, and willingness to rethink long‑standing assumptions become essential components of the transformation. Only companies ready for this mindset are considered suitable candidates for the Humaniz approach.
Humaniz is positioned as a framework for reshaping organizations in an era defined by rapid technological advancement. Through the removal of non‑human tasks, the rebuilding of outdated systems, and the creation of AI‑first structures, workplaces can be redesigned to support more meaningful human contribution. As technology continues to evolve, this model offers a path toward organizations where people are empowered to focus on work that reflects their strengths, creativity, and purpose.
Interview by Marlo Anderson of The Tech Ranch.
Scott Ertz is a seasoned media professional whose dynamic presence spans broadcasting, journalism, and tech storytelling. As Editor-in-Chief of PLUGHITZ Live, he leads a multimedia platform that blends insightful reporting with engaging live coverage of major industry events. He's best known as the host of F5 Live: Refreshing Technology, a long-running show that demystifies emerging tech trends with clarity and charisma, and Piltch Point, where he collaborates with Avram Piltch to spotlight cutting-edge innovations.
Scott's media journey began with a passion for connecting audiences to the pulse of technology. His work has taken him behind the scenes at CES, Collision Conference, and FIRST Robotics events, where he's interviewed industry leaders and captured the cultural impact of tech in real time. His on-camera style is both approachable and informed, making complex topics accessible to viewers across platforms.
Beyond hosting, Scott is a developer and producer, shaping the technical backbone of PLUGHITZ Corporation's properties. His storytelling is rooted in authenticity, whether he's scripting historical segments or crafting social media narratives. With a background in gaming culture and community engagement, Scott brings a unique blend of nostalgia, innovation, and journalistic integrity to every broadcast. His voice is one of curiosity, connection, and creative leadership.
Marlo is a serial entrepreneur, global speaker, futurist and founder of National Day Calendar. Trending over 450 times on Twitter last year and a Social Media reach in the hundreds of millions, National Day Calendar is followed daily by more than 20,000 media outlets including Elvis Duran, Ellen Degeneres, Fox & Friends and Good Morning America. National Calendar Day has appeared in many major newspapers from the Wall Street Journal to the Fargo Forum. When he's not celebrating every day, he is the host of the radio show "The Tech Ranch" where he is known as "The Guru of Geek." This unique platform has allowed him to gain deep knowledge in emerging technology trends and hardware.
