Human Squared

We help enterprise brands navigate the new world of AI.

Co-Founder

Adcrate

Making content sucks. With traditional agencies it costs anywhere from 5 to even 6-figures, and this type of content isn't made for social. That's where we come in, applying a social-first lens to your paid ads strategy.

HONOR

- Reporting directly into the country lead for Huawei Honor devices as the marketing function of the business.
- Introducing new and cost-effective influencer engagement programmes to drive brand awareness.
- Leading the setup of the new Honor retail field force, including agency sourcing, team
recruitment/training, store mapping/grading, process management and driving commercial alignment with key channel partners to ensure alignment of objectives.
- Key focus around optimization of existing marketing channels, improving ROI expenditure across
PPC/Display/Social ad purchases (improving conversions by upwards of 212%).
- Agency management across PR, advertorial, launch events, ATL/BTL advertising- including
manufacturing and introducing new retail fixtures/security solutions for Honor at key events.
- End-to-end budget management, internal business sell-in, liaising with global HQ and Western Europe teams to drive brand messaging consistency across all key marketing initiatives.

Senior Marketing Manager

Huawei Technologies

Marketing Manager

Samsung Electronics

- Trial and testing new initiatives in a structured phased approach (examples include analytics based security solutions) delivering strategic recommendations and introduced efficiencies.
- Management of a £50M budget between key stakeholders of the business, delivering this within the selected timescales and creating a management ‘blueprint’ that is now being used for best practice.
- Launching new marketing/experience led programmes in the retail estate (developing 100% engagement uplift), managing agency RFP to source new partners to build marketing initiatives.
- Partner sourcing and development on in-store marketing initiatives (including Projection technologies), developing business sell-in, ROI analysis, project management and handover, resulting in technology being utilised in our ATL campaigns.
- Audit of existing sales/marketing contracts with network partners and commercial renegotiations of contracts to maximise investment from a brand, marketing and fixtures perspective, driving costs down by circa £500K and maintaining revenue projection.
- Undertaking go to market manager role for 2 month period, covering merchandising, retail marketing, new store fixture development and development of maintenance programmes.

Omni-Channel Innovation Executive

Blue Square Marketing

- Maintain an expert understanding of Samsung products along with an understanding of competitor products to show Samsung’s USPs in order to gain sales.
- Build meaningful customer relationships to generate leads with repeat purchases.
- Managing group conversations and other staff members to ensure job role requirements are being fulfilled.
- Maintain brand visual and operational standards. 
- Capture and report relevant data on a daily basis and report this back to head office (e.g. stock levels and any pricing based issues).
-Responsible for training staff in order to drive Samsung sales and build better product knowledge throughout the store.

Samsung Retail Team Leader

- Supporting the European Brand Director and Senior Brand Manager to create a marketing platform for the 17 European subsidiaries focused around the digital appliances product range.
- Responsible for developing the brand strategy, supporting subsidiaries to maximize their usage of marketing materials/assets with localizing opportunities.
- Managed the creative direction of 4 digital videos in collaboration with agency partners.
- Managing the legal/finance side of the platform, including the successful maintenance of a £2M budget, liaising with internal/external contacts to ensure the process runs efficiently.
- Supporting subsidiaries in increasing local budgets to maximize usage of both ATL/BTL campaign assets across all touchpoints (launched ATL campaign in several european countries with localised marketing)
- Creating monthly based reports on all subsidiary activities and updates on work progress to HQ

Results: 

An award winning advertising campaign that is currently being developed into a version 2.0 that will introduce many more product ranges.

Brand Marketing Executive

- Sourcing and building relationships with new partners in the Education vertical across content, software, service and support channels. 
- Providing support to European subsidiaries across all education related marketing/product based queries, delivering results and ensuring a strong relationship is maintained between the business stakeholders.
- Improving communication between subsidiaries and European HQ through managing social channels and increasing user engagement on internal social network.(+100 new registrations onto community network).
- Leveraging with 17 EU Subsidiaries to obtain project status reports, sharing best practice cases in order to maximize results and increase sales.
- Helping organize B2B events for Samsung catered around the education sector.

B2B Placement

- Maintain an expert understanding of Samsung products along with an understanding of     competitor products to show Samsung’s USPs in order to gain sales.
- Understanding the needs and requirements of B2B users to sell them the best solution for them.
- Build meaningful customer relationships to generate leads with repeat purchases.
- Maintain brand visual and operational standards. 
- Capture and report relevant data on a daily basis and report this back to head office (e.g. stock levels and any pricing based issues).
- Responsible for training PC World staff in order to drive Samsung sales and build better product knowledge throughout the store.

Experience Consultant

Dixons Retail

- Achieving top sales for the weekend within the first week of working at £4000+.
- Keeping up to date with the latest technologies to enhance customer service therefore sales.
- Ensuring customer complaints are handled in the correct manner for a positive outcome.
- Providing demos for Apple, Microsoft, HP and Samsung products.
- Ability to identify customers’ needs, satisfy it and then close the sale.

Sales Advisor

Mothercare

Generating sales worth in excess of £30,000 over the course of a year (part time).

Dealing and communicating effectively with customers and their queries.

Specializing in the home and travel department, which was a very active role, based mainly on providing customers with a good experience and service to maximize sales.

Creating relationships rather than just a quick sale to generate repeat purchases.

Training new employees in order to allow them to work independently and effectively. 

Working under pressure during busy periods whilst still maintaining quality of service.

Customer Sales Advisor

The Tribal Company - Student Enterprise

•	Creating financial statements for the closing period of the business including the SoFP and income statement.
•	Strategic social media planning in order to gain an online following through various different social media websites in order to achieve a target of 500+ followers.
•	Conducting sales in a team and also individually to generate sufficient profit.
•	Creating informative presentations as a group and participating in presentations.

Social Media Strategist/IT Manager

8+ years experience building marketing campaigns for tech brands. 

Now building Adcrate.co - a performance ad agency. We've worked with leading brands across the US and UK.

Deloitte just refunded the Australian government after an AI written $440k report was found to include fake references and even a made-up Federal Court quote.. lol.

This isn’t about AI failing.

It’s about the noise that comes from using it without the right processes.

Let’s be real, a lot of brands and agencies are guilty of the same thing. 

Rushing content, reports, “strategies” that look good on the surface but collapse when you scratch beneath.

The difference is, Deloitte got caught.

Here’s the lesson:

AI makes it easy to produce more, faster.

But more isn’t the answer.

Cutting out the noise and delivering work people can actually trust, that’s what will separate the winners from everyone else.

Because in this new world, survival isn’t about who moves fastest. It’s about who moves with clarity and credibility.

Ali Qureshi

Co-Founder @ Adcrate (Multi-7 Figure Ad Agency) | COO @ Human Squared (AI for Global Brands)

2020 → 2025

One-bed flat outside London. My son playing nearby while I took calls. Making it work.

Now: Home office in Dubai. Building ventures on my terms.

Five years of decisions most people never saw.

Here's what actually moved the needle:

Showing up when nothing felt like it was changing. Building skills that took years to pay off. Taking risks that looked questionable until they didn't.

Employee → Founder
London → Dubai
Reacting → Building

But the biggest lesson? Your environment isn't neutral.

I used to think the standing desk, the clean space, the intentional setup, that all came after success.

I had it backwards.

When you work from home, your space shapes your focus, your energy, your output. The cluttered desk kept me in cluttered thinking. The intentional space helps me do intentional work.

You don't need a complete overhaul. But if you're spending 8+ hours a day somewhere, make it work for you, not against you.

If you're in your 2020 moment:

The compound growth is happening even when you can't see it. Keep going.

Your 2030 is being built today.

"This AI system generated 200 ads in 31 seconds!" Cool. Your team will spend 3 weeks trying to make it work.

You've seen the posts. Giveaways promising to 10x your creative output in 30 seconds.

Your team forwards them on Slack. "Should we try this?"

I respect the hustle. I really do.

I've gone down this rabbit hole myself. Here's what happens:

What sounds simple in a viral post is a nightmare in practice.

The real timeline:

- Setup isn't "1.7 hours".. it's 17+ hours troubleshooting
- Your best marketer is debugging instead of launching campaigns
- APIs break, integrations fail, workflows need constant updates
- Documentation assumes technical knowledge your team doesn't have
- Your stack is different from theirs (always)

What actually happens:

Week 1: Excitement. "OMG THIS IS A GAMECHANGER!"
Week 2: Implementation hell. "Okay this is taking longer to setup.."
Week 3: Your ops person gets pulled in. Two people distracted.
Week 4: It kinda works, then breaks. Meanwhile, my team launches the same amount of ads without these gimmicks lol.

I've watched this pattern 50+ times.

Creator shares "complete system", hundreds of teams download it. Most can't get it running.

A system that "just works" in one setup rarely works when you try to replicate it.

Do this instead:

- Buy proven tools with support teams (you WILL need on going support)
- Keep A players focused on strategy and execution, not this noise
- Automate incrementally, not all at once
- Custom build only what creates real competitive advantage

To the creators:

If you've built something valuable, charge for it and include proper support. Be honest about technical requirements.

Your team deserves solutions that actually work, not shiny turds wrapped in viral marketing.

No hate to the person I'm quote tweeting, the sentiment remains the same for these type of posts.

Scaling B2B Businesses with AI Systems | 11x Your Efficiency

This Stactic ad AI agent amplifies your $180K/year creative team.

What used to take 3 days and $2,500 per ad set...

Now takes 31 seconds. Automatically.

***

Most ecom brands are stuck in the creative bottleneck:
→ Waiting weeks for agency deliverables
 → Burning budgets on untested concepts
 → Missing revenue windows while competitors ship

This system flips that.

It reverse-engineers what's already converting and generates performance-driven ad variants at scale.

All done in under 31 seconds. On autopilot.

I spent 1.7hrs building this. The results? Insane:
→ 200+ ad variants generated daily
 → 10x creative output with zero designers
 → $94K in attributed revenue from AI-generated creatives

***

How it works:
1️⃣ Drop product image + description into Airtable
 2️⃣ AI reverse-engineers top-performing creative patterns
 3️⃣ Generates static ads using Google Nano Banana
 4️⃣ Outputs production-ready variants back to Airtable

No agencies. No 3-day turnarounds. No creative bottlenecks.

Just your own automated ad factory running 24/7.

***

Want the complete n8n backend+ Airtable interface with setup guide?
1️⃣ Connect with me
 2️⃣ Comment "ECOM" below

(I'll DM you the full system once we're connected)

♻️ Repost for priority access

I’ve had multiple people ask: “Should we be using AI?”

That’s the wrong question.

You already are. Every single day.

AI isn’t some optional tool you can choose to ignore.

It’s already the hidden operating system of the world.

And here’s the real shift:

You don’t need to be a Fortune 500 to build with it.

Smaller companies are already using AI to run leaner teams, increase margins, and punch above their weight.

That’s not a trend — that’s a moat.

So the question isn’t “Should we use AI?”

It’s “How quickly can we adapt before someone else builds that moat first?”

In the next 5 years, the winners won’t be the biggest companies.

They’ll be the ones who turn AI into their competitive edge.

That’s exactly what I break down in this video.. what happens if AI just got deleted tomorrow?

Rumour has it OpenAI is about to drop an AI Agent Builder tomorrow… 

Right now, building an agent is pure duct tape:

Zapier here, n8n there, a couple of APIs glued together… and there goes your weekend.

It works, but it’s clunky. And honestly, unless you’ve got budget and engineers, it’s out of reach.

Agent Builder flips that.

Suddenly, the learning curve disappears. Drag, drop, ship. Done.

Small brands get the edge, because it’s not about having a dev team anymore, it’s about how fast you move.

And agents stop being “tools.” They become the backbone of how your business actually runs.

What does that mean in practice?

- Zapier, n8n and co. lose their monopoly.
- SaaS products have to rethink distribution, because workflows start living inside AI, not dashboards.
- For founders, the moat isn’t headcount. It’s speed of adoption.

This isn’t just another OpenAI feature.

It’s like the early days of social media, the ones who jumped in first reaped the rewards.

The same thing’s about to happen with agents.

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