Digital with a Human Touch

Understanding how software and humans each provide separate vital and unique value

The Present Day Blessing

What do hard labor, entertainment, intelligence, and minimum wage jobs all have in common? The similarity lies in the tremendous technological advancements each of these has experienced over the past century. Humanity has successfully incorporated technology into every aspect of life, furthering our human capabilities.

What started as the utilization of, modern-day basic physics has become an innovative and thriving conglomerate of ML, AI, robotics, and more. We are left wondering if there is a need for human intervention at all. Can our intellect, communication and emotions be completely replaced by automated software?

Finding The Prized Employee

Every organization evaluates the strategy of replacing emotionally intelligent humans for the cheaper and error-reducing alternative, software. As the CEO of a company that provides both technological and operational services to my clients; I am constantly evaluating the pros and cons of artificial and human intelligence. I believe there are unique factors the “human touch” provides, that is currently irreplaceable.

Clarifying Artificial vs Human Intelligence

Intelligence, from a simplistic approach, is collecting information. We have advanced to the era where software can abstract, evaluate, match data, and even learn autonomously. As this technology strengthens, it is replacing current human jobs. There are still areas that humans outdo software at, for example, “outside of the box” thinking and other creativity-based perspectives. Our brain is a miraculous and complex tool. It consistently disproves the “you can’t make something from nothing” statement. We do not fully understand how thoughts are created. How then can you code a computer to be creative and imaginative? After comparing the strengths between humans and computers, it seems obvious that currently, computers have the advantage in mathematical and logical calculations, while humans remain champions of the creative aspects. Whether in the future creativity can be broken down into readable instructions for AI and ML computations, is a question we are eagerly awaiting an answer to.

Systemizing The Human Emotion

The emotional factor is a human aspect that has yet to be translated into machine languages. It is an enormous obstacle to overcome. Humans which include the programmers struggle with determining emotional outcomes. Mastering human emotions seem to be an impossible feat, yet there are those that seem to understand people significantly more than average.

Shmulik Tura is the COO for OptiCity. A prominent figure in the transportation industry, he is an invaluable asset. What makes him so prized is his emotional intelligence. His ability to understand and communicate in the most charismatic way makes him the perfect appeal for businesses interested in adding a human touch.

How is it that Shmulik is so charismatic? Can we understand the behind-the-scenes of how his brain works? Can we see, track, test results, and then label specific instructions that software can understand?

We are still far from a concrete answer. The ‘human touch’ is an essential part of business, specifically regarding customer service and sales. Immeasurable and difficult to describe, it is often overlooked by programmers dealing with UX and UI who are strongly data-oriented. This has had terrible results for companies who tried to reduce their workforce to zero and go completely autonomous. It is a disaster. People like talking to people even at a higher cost. The famous quote is “people don’t buy the products you create; they buy the stories you tell.” The emotional connection is a crucial element that cannot and should not be replaced.

Evaluate The True Value Each Employee Brings

In summary, the advancement of technology is impressive and a must but will never truly be able to replace human capabilities. The creative and emotional intelligence can be mirrored but not replicated. The ability to make emotionally based choices or to self-realize when there should be an exception to a rule is a technological paradox. I recommend, having the software do all the grunt work, collect data, calculate, and assess as well as advice; while a human manager looks over everything, using all the information available to him they should assist each other to figure out the best step forward.

Before you exchange software for a human or vice versa, take the time to consider the full value each of them presents. An industry that could derive true benefit, from understanding the perfect blend, is transportation. The requirement for human interaction combined with the complex logistical needs, demands the precise balance of humans and software. Leaving companies requiring transportation services with the option of; trying to guess the correct measures of each of hiring multiple companies to stay on top of it all.

For a great example, talk to us about how Shmulik and OptiCity have offered a combined solution in their service.


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for more details on our services

14 Imber st. Petach Tikva   .   .  +972-3-677-2030

צור קשר

לקבלת מידע נוסף על השירותים שלנו

03-6772-030  .  .  אימבר 23 פתח תקווה

Contact US

for more details about our services

14 Imber st. Petach Tikva . +972-3-6772-030

niv baibich

CEO & Co-Founder 

Yair pery


סא”ל במיל’, בעל ניסיון רב בתחום ניהול פרויקטים וטכנולוגיה

בעל תואר Bsc MBA


Chief Sales Officer (CSO) & Chief Business Development

Shmulik Tura

Chief Operating Officer

Shmulik is a prominent figure in the Israeli transportation industry. He has established essential relationships and information, for more than 25 years. Shmulik is fueled by an understanding of the powerful potential OptiCity’s solution provides. He is utilizing the wealth of resources available to him, to assure OptiCity functions with superior performance.

Eli Camon

Non-Executive Director

CFO of Microsoft Israel R&D and Microsoft Africa R&D’s centers. A sterling reputation in the finance sector. I utilize my intrinsic understanding of OptiCity, providing invaluable feedback, to escalate OptiCity’s profitability.

Zvika Zivlin

Outside Director

Founding partner for Tulip. Residing non-executive director for both, Alcon and 888 Holdings. As a veteran NED, I am equipped with a unique analytical perspective of company structures. I provide valuable and unbiased insights into OptiCity‘s successful advancement.

Ronit Koren

Non-Executive Director

Managing partner at ROK, Aspire Ventures and Sifood Food Ventures. Director for BLender, Maccabi and Aylaon. Taking advantage of the substantial knowledge, I have accumulated from past ventures, I supply Opticity with unique and necessary considerations.

Oded Maimon

AI & ML Advisor

Distinguished professor at Tel Aviv University. Studiously pursing data mining and big data analytics. More than 10 books published. I bring extensive knowledge to OptiCity to refine their powerful ML and AI technology and assure they remain the leader in the industry.

Illit Geller

Product Advisory

Serial entrepreneur. 25 years of senior executive experience in the global FinTech market. Extensive experience combined with a passion in SAAS technologies. I ensure OpticCity continues to deliver the highest-class product.

Gal Amir


Owner of G.A. Financial Services. Devoted decades to enhancing high scale mid-market companies. Enabling the systematic advantage, produced by a history of optimizing companies. I ensure OptiCity surpasses its goals, and calibrate the company for success

Amit Maizer

Technology Advisor

Cyber and IT consultant who works in the private and public sectors.