About

HUMANS SYSTEMS is run by Julien Delbauve. Based in southern Spain, working with marketing agencies and marketing teams across Europe, the Middle East, and the US.

Background

15 years in digital marketing. Started as a graphic designer, moved into performance marketing as budgets shifted online. Ran a marketing agency of 5 people for a couple of years.

What I learned: most marketers aren't actually doing marketing. They're doing busywork. Clicking through dashboards, pulling reports, setting up campaigns manually, copy-pasting numbers into decks. The kind of work that feels productive but uses zero of the brain you hired a marketer for. Every single one of those actions has an API equivalent.

I went deep on AI automation not because it was trending, but because I couldn't unsee the waste. The creative thinking, the strategic instinct, the stuff that actually moves results — it was being buried under click-work.

I also came to believe the classic agency structure is finished. Layers of account managers, junior execs, and overhead built for a world where headcount was the only way to scale. That model is done. HUMANS SYSTEMS is built differently: a collective of senior freelancers, multiplied by AI.

What I believe

• — Platform UIs exist for humans. AI doesn't need them. Every action in an interface has an API equivalent. As AI takes over execution, the UI itself becomes irrelevant.
• — Agencies and teams that automate their ops layer now will have a real edge within two years. Not a theory. Already happening.
• — The output is always the same: your team stops doing the machine's job. Whether that's a workflow, an agent, or a tool depends on the problem.
• — Small and lean wins when AI is the multiplier. Headcount stopped being a proxy for capacity.

How we work

We work directly with your team. A collective of senior experts: people who have run agencies and marketing departments, managed big performance budgets, built data infrastructure and products. No interns, no overhead, no fancy office. Just seniors multiplied by AI. Lean by design.

Depending on the scope, the solution is an automated workflow, an AI agent, or an AI-powered tool. Sometimes a combination. The form follows the problem. Every system is built to run on its own after handoff.