About Human Instinct.
Human-led and AI-driven — a consultancy built to help marketers turn ideas into impact, with the judgment, taste and storytelling kept firmly human.
What we do.
Human Instinct is a Chicago-based strategic marketing consultancy founded in 2025. We help brands turn ideas into impact by pairing senior human judgment with cutting-edge AI. Our work blends four disciplines — strategy, design, technology and storytelling — and applies the right forms of AI to brand strategy and positioning, go-to-market and product launches, customer intelligence and research, integrated marketing communications, and reputation repair and turnaround marketing.
Who it’s for.
We built this consultancy for marketing leaders and founders who want work that earns attention rather than buys it. Our clients span technology, automotive, transportation and logistics, education, and consumer markets — from startups to the Fortune 500. If you need a partner that closes the gap between marketing and sales, aligning strategy, tools and messaging end to end, you’re in the right place.
Who builds it.
Human Instinct was founded by Mark Johnson, a former CMO and agency leader who grew frustrated watching agencies surrender their role as defenders of the brands they served. He started the firm to bring a more disciplined, brand-centric approach to AI-enabled marketing. We believe that amid the algorithms, AI content and digital noise, the best ideas still matter — and that AI-enabled marketing should be memorable, mishap-free and measurable, every engagement.
Mark B. Johnson
Founder, Human Instinct
Former CMO and agency leader, now helping brands harness AI capabilities well into the future.