About

I've spent 30 years making businesses more human.

Everyone's rushing to AI. Most are losing what made them special in the process.

I'm Ben Afia. Since 1995, I've helped companies like Vodafone, E.ON and Boots transform their cultures, build distinctive brands and create genuine connections with customers. I was implementing tone of voice at Boots before most people knew what it meant. I helped Ronseal figure out exactly what to say on the tin.

Now, as AI transforms how we work and communicate, my mission is more urgent than ever: keeping businesses human when it's easier to rely on AI.

Why this matters now

You've built something special. A culture your people believe in. A brand customers trust. Real relationships, not just transactions.

AI promises efficiency, but threatens to flatten everything that makes you different. Generic outputs. Robotic responses. Lost personality.

You don't have to choose between efficiency and humanity. I'll show you how to use AI to be MORE human, not less.

What makes me different

I'm not an AI consultant who's just discovered humanity. I'm a human business expert who understands AI's role.

For three decades, I've been the catalyst who:

• Helped Aviva make complex insurance feel simple and human
• Showed Vodafone how to demonstrate genuine empathy at scale
• Transformed Aldermore Bank's entire customer journey
• Guided E.ON through culture transformation
• Built lasting partnerships with leaders at companies like Many Pets, LV=, OVO Energy, TalkTalk, and BP.

I understand what makes organisations tick at a human level - culture, brand, communication, emotion. That's the foundation AI should build on, not replace.

How I work

I create change with you, not to you.

Whether it's a focused project to protect your brand voice in AI, workshops to capture what makes you special, or training to help your teams balance efficiency with empathy - everything is built on the practical frameworks in my book, The Human Business.

My approach has always been about getting to the heart of what makes a company special, then scaling that essence without losing it. AI just makes this more critical.

The human behind the mission

I live in Nottingham with my wife and our youngest (mostly at uni), while our eldest has made his way to my birthplace, London, to work in cuber security. I'm the slowest swimmer at a competitive club, a keen gardener, a car enthusiast and a closet deep house fanatic.

These details matter. They're what make us human. Just like the details that make your business special shouldn't be erased by AI.

Let's protect what makes you, you

Your competitors are racing to implement AI without thinking about what they're losing. That's your opportunity.

The businesses that win won't be the most efficient. They'll be the ones who use AI to be more human than ever.