Ferry Hoes

Ferry Hoes is an entrepreneur and the Co-Founder of the Brand Humanizing Institute. With the latter, Ferry, as one of the very few in the world, exclusively focuses on research on the intersection of humans and technology within organizations (in particular the role of Automation and Artificial Intelligence).

In 2017 Ferry started to express concerns about the wrong usage of technologies such as automation and Artificial Intelligence within organizations, and the negative impact it was having on consumers, employees and eventually the health and growth of those same organizations.

Moreover, Ferry has been accepted – on behalf of the Brand Humanizing Institute – to both the Dutch AI Coalition and the European AI Alliance, in which he takes part as an active member. These government institutions are both working towards a framework for Human-Centered AI, and Ferry is contributing to that goal from within different task forces in those coalitions. Additionally, In November 2020, Ferry and his team won the Dutch Government’s “Anti-Discrimination in Algorithms” Hackathon.

Ferry is the winner of the “2020 Anti-Discrimination in Algorithms during Recruitment” Hackathon, organized by the Dutch government. Ferry and his team focussed on gender equality and anti-bias in recruitment algorithms and went on to find solutions to limit discrimination (not limited to gender) during recruitment when using AI.

In 2017 Ferry co-created the term Brand Humanizing which stands for a human way of working when using technology. Ethics, Organizational growth, human-friendly innovations and AI for good or just some of the topics Ferry and his team research and work at.