Customer Experience vs AI Strategy. Measurable Impact.
Hybrid Futures Studio helps organisations design AI-enabled experiences and marketing systems that customers trust, understand, and return to.We work with CX, product, and growth leaders who want to move beyond prototypes and isolated channel tactics — towards coherent AI experiences and marketing infrastructure that scale with confidence, not complexity.
What HF is (and is not)
Hybrid Futures Studio is an advisory studio, not an agency and not a software vendor.We focus on helping organisations:
make sense of complexity.
align intent, technology, and customer reality.
and design systems that endure beyond individual initiatives.
We do not offer off-the-shelf playbooks, generic transformation programmes, or tactical optimisation in isolation.Our work sits where strategy, experience, and AI-enabled systems intersect.
Advisory Focus Areas
Our work concentrates on a small number of interconnected domains:
AI x CX Strategy
Designing experience strategies for AI-enabled products and services, with a strong emphasis on trust, clarity, and adoption in regulated and complex environments.
Experience-Led Transformation
Reframing critical customer journeys — such as onboarding, service, and retention — to align customer experience, operations, and delivery.
Marketing Infrastructure
Helping organisations move from fragmented growth efforts to coherent systems for experimentation, segmentation, messaging orchestration, and continuity across the customer lifecycle.
Across all engagements, we apply a simple principle:
| Clarity is the strongest accelerator.
Intellectual Foundations
Hybrid Futures Studio is grounded in a growing body of intellectual property exploring the relationship between experience, trust, and artificial intelligence.This includes:
frameworks for designing trustworthy AI-enabled services.
models for aligning CX, product, and data capabilities.
and structured thinking on how organisations move from experimentation to sustainable impact.
These assets are developed deliberately and released selectively.
Leadership
Hybrid Futures Studio is led by Sheila Maceira, a CX × AI strategic advisor with over 20 years of experience translating vision into delivery across banking, digital services, and consulting in Europe and Latin America.Her work is recognised for combining intellectual rigour with pragmatic execution, helping leaders navigate complexity and make confident, informed decisions.