Swiss-born / Iceland-connected
Human-first, even when the machines accelerate.
I’m Martin Uetz. I’ve spent more than three decades where people, technology, and business meet. Today I invest, advise, and write about how humans can thrive alongside artificial intelligence.
01 / Starting early
I learned business by doing it.
I was sixteen when I started a commercial apprenticeship at Hewlett-Packard in Widen, close to where I grew up on the Mutschellen. I rotated through accounting, sales, IT, and HR. Before I was old enough to vote, I had seen how a global technology company worked from the inside.
Later, while continuing to work, I completed a degree in Business Administration at Fachhochschule Aargau. I have always learned best when ideas have to survive contact with real work.
At the same time, I played semi-professional volleyball at international level. Sport taught me something business schools often make unnecessarily complicated: performance depends on mindset, trust, and the ability to recover quickly when the last point went badly.
02 / Across borders
Technology became an education in people.
My corporate career took me from HP to Fujitsu Siemens and then Cisco. At Fujitsu, I helped move a challenger from number ten to number three in market share. At Cisco, I led partner operations across 132 countries and later worked on strategy and transformation across an ecosystem of 25,000 partners.
Working across Latin America, Europe, the Middle East, Africa, and Russia taught me that a strategy can look perfect in Zürich and fail completely somewhere else. Context comes first. People do too.
03 / The next chapter
After 26 years, I left corporate life.
At the end of 2016, I left Cisco and a corporate career that had begun when I was sixteen. The work was good and the certainty was comfortable. I wanted to build something of my own and spend my time on questions that mattered more to me.
That path led to humAIne. I focus on how people can thrive as AI and emerging technologies become more capable, with more agency, better judgement, and more room for human connection.
“The differentiator won’t be technology — it will be humanity.”
04 / Between places
Two cultures. Two passports.
I live between Switzerland and Iceland. Switzerland gave me precision and continuity. Iceland gave me clarity, resilience, and a closer relationship with weather that has no interest in my plans.
I hold Swiss and British citizenship, thanks to my British mother, and grew up bilingual. Moving between countries has made me suspicious of universal answers. Culture changes what people trust, what they fear, and what they are willing to try.
05 / Questions
What I write about.
- How people keep agency as AI becomes more capable.
- Leadership, judgement, and decisions at scale.
- Markets, capital, and the incentives behind change.
- Travel, culture, and what becomes visible between places.
06 / Connect