In the 1950s, Allen Mathison Turing published an article on computing machinery and intelligence. In this work, he expressed his aspiration that machines might one day compete with humans across all domains of purely intellectual endeavours. Today, businesses utilise artificial intelligence (AI) to create value, but there still needs to be more clarity on how AI can interact with humans to drive innovation. We explore the emergence of a human-AI collaboration known as “artificial humans” and demonstrate their relevance and application in creating value and innovation in Industry 5.0. With that, we contribute to enhancing our understanding of how the nexus of artificial humans can be utilised, their significance, and their value in fostering innovation in the commercial sector. We also propose a new conceptual understanding of innovation considering the goals of Industry 5.0. The adoption of artificial humans in social sectors is introduced as a further area for investigation.