The title of this post might sound like some sort of new sci-fi movie but sadly is just a new business term, an interesting one though.
To get started, take a look at the past, when successful businesses were focused on creating internal knowledge through applied sciences in order to develop new technologies and to be more efficient than their competitors. Now look at the current context of rapid changes and fast paced environments, traditional rational-based principles and technology assets are essential but insufficient. New gadgets and the internet have made technology and knowledge incredibly accessible, making it very hard for companies to keep innovation within the organisation walls as a competitive advantage. On today’s open environment, applied knowledge is openly shared and new technologies are quickly available for anyone to market them. Thus, competitiveness relies more than ever on the creativity needed to turn all the knowledge and technology available out there in outstanding products and services, effective business models and innovative business solutions.
As rational knowledge and technology assets alone are not enough, it is necessary to integrate them with the emotional features of human life and understand that emotions play a fundamental role in the organisational life and in the pursuit of business excellence (Schiuma Journal of Open Innovation: Technology, Market, and Complexity (2017)). Technologies guarantee efficiency and control, while emotions bring creativeness, art and personality. The integration of the latest technology, the available rational knowledge and human emotions is what is called Techno-Human Intelligent Systems. Emotions refer to the feelings and artistic thoughts of employees or even stakeholders in general, well managed emotions can bring innovation into the company. We are not just referring to the kind of innovation based on new technological enhancements. Emotions can produce disruptive innovation, effective business models, new approaches to markets and a resilient brand image, all determinants for business success.
Take as an easy example Apple, they haven’t been the first ones to market most of their devices, but they have developed a relationship between their products and their users emotions. Apple has a focus on how technology can intersect with humanities, and they encourage their employees, as well as their customers to be emotional and to turn their emotions into art by using their products as a tool. 
What they have achieved is embracing all this creativity into to their brand and into the organisation, what allows them to make their products stand out for their aesthetics and creative features.
Other tech companies like Google or Microsoft encourage creativity among their employees as well, but they are far more open companies that share their projects before they’re finished and complete them with external help. They follow what is called Open Innovation, consequently, as their products are already public while being under development, their launching doesn’t get the initial impact that Apple’s products get. However, as Microsoft and Googles’ new devices are polished and gain market share, they increase their aesthetics and creative features as well.
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Diego Banks :) 