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Bruce Sharpe had seen enough UI flows to last a lifetime.

As Chief Product Officer at Humach, a managed services provider to Fortune 1000 and Forbes Global 2000 companies, Bruce was tasked with finding an automation solution that could revitalize their business process outsourcing (BPO) operations.

"We were down a path of evaluating different RPA-type automation solutions," Bruce explains. "We looked at companies like IBM, Pegasystems, Globent, and even UiPath."

But something wasn't clicking. Despite the established market position of these players, Bruce found their approaches outdated.

"The problem is they're old school," he says. "You had to do a lot of either manual coding, drag and drop, or an insane amount of configuration."

Humach needed something different—a solution that embraced the AI revolution rather than merely acknowledging it. The BPO industry moves quickly, and their clients expect results even faster.

Humans plus machines

When Humach discovered Generative Automation, the difference was immediate. Instead of visual flows and complex configurations, Pinkfish offered something radically simple: automation through natural language.

"When we saw Pinkfish, you could actually type in natural language just like you would in ChatGPT," Bruce says. "You could have pre-configured integrations to systems, and the system would know what it needed to do and infer everything."

This approach aligned perfectly with Humach's vision. Rather than forcing everyone to have specialized skills, Pinkfish puts automation in the hands of those who know their workflows best.

For a company founded on the concept of humans and machines working together—hence the name "Humach"—a partnership with Pinkfish felt like the missing piece.

AI digital workers on demand

Humach, whose clients include Amazon, Visa, and WebMD, uses Pinkfish to create autonomous digital workers for key use cases in music and entertainment.

These AI digital workers handle everything from booking meetings to making travel arrangements, all without adding staff for cyclical business needs. When concert seasons peak and demand fluctuates, the digital workforce scales automatically.

"You can make the request, get a response, and perform that function on a moment's notice without having to hire, train, and get people up to speed," Bruce explains.

But Humach isn't just deploying Generative Automation for clients—they're "eating their own dog food" as Bruce puts it. The company has begun implementing executive assistant digital workers internally.

"All the C-levels in our company could actually use an executive assistant, but we can't afford to staff one for everybody," he says. With Pinkfish, each executive gets AI assistance for meeting setup, proposal drafting, and meeting summaries without the overhead of additional staff.

AI automation for any team

What makes Pinkfish different from traditional RPA platforms isn't just the natural language interface. According to Bruce, it's also about speed to deployment and future-proofing.

"It would have taken a lot more time and effort to actually get something into production with other solutions than it does today with Pinkfish," he explains.

Humach's future plans include expanding their digital worker offerings across multiple use cases: production, promotions, financial services, and legal support. The goal is to create a suite of on-demand digital workers that businesses of any size can access affordably.

"In some cases, it may be a really small business that can't afford to hire out, but they can afford micro costs where they're paying a little bit at a time for small usage," Bruce says.

Scalability is non-negotiable

For companies evaluating automation platforms, Bruce offers keen advice: Don't just go with the biggest name.

"Don't pick a big name because they've got a big piece of the market," he warns. "You need to future-proof."

Bruce recommends focusing on platforms that embrace AI technologies rather than legacy approaches, especially those leveraging large language models (LLMs).

"As we continue to proceed in this world of AI transformation, the platform's got to be able to support that capability," he says. "If it doesn't, they're old school and probably not going to be around long."

It's clear which side of that divide Humach has chosen. When asked about their plans moving forward, Bruce doesn't hesitate: "Quite honestly, at the end of the day, whatever we do, we're going to be doing with Pinkfish."

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