Often dismissed as a ‘soft’ discipline, it’s actually the most practical route to value creation We have a growing problem making our institutions work for humans. Across society, and especially in business, humans are increasingly treated as resources to be squeezed rather than as individuals to be served. Employees become “human capital” to be optimized; customers become “users” to be converted or upsold. This tendency predates AI, but AI threatens to accelerate it dramatically—automating the depersonalization, scaling the indifference, and introducing another layer of abstraction that separates real human beings from real human beings.