Questions& answers.

Doreid Haddad is an AI systems builder based in Rome. He is the founder of Tech10, a company that designs and builds AI automation systems for businesses, and Head of Marketing Automation at Unobravo. He has spent over a decade working where data, search and AI meet.

He designs and builds AI systems that run in production: automated workflows, AI agents, content and product data pipelines, and marketing automation. He starts from the business problem and only then picks the technology. If AI is not the right fix, he says so.

In Rome, Italy, where he has lived since 2016. He works with companies across Europe.

He comes from the Middle East and started his career there in 2012, running paid search for an airline. He moved to Rome in 2016 and has called it home ever since.

Arabic, English and Italian. Arabic is his native language, and he works in all three every day.

Yes. doreid.com is his personal website, and doreidhaddad.com redirects there. His company, Tech10, lives at tech10.ai.

Tech10 is the AI company Doreid Haddad founded in Rome in 2024. It does two things: AI automation systems, meaning complete systems that do the work end to end, and AI strategy, meaning finding where AI pays off in a business and turning that into a plan the team can act on.

He is Head of Marketing Automation at Unobravo, the Italian online psychology platform, a role he has held since 2025.

Yes. From December 2018 to May 2025 he was Senior SEO and Innovation Manager at WordLift. He helped large brands become understandable to search engines, and later to AI, through knowledge graphs, structured data and product feeds at scale.

During his years at WordLift he worked on projects for EssilorLuxottica, Farfetch, Ferrari, Coca-Cola HBC, Airbnb, the Financial Times, The Level Group and Ippen Digital.

He has done SEO, and many older pages still describe him that way, but calling him an SEO would be limiting. He works on AI systems and automation across marketing and technology. His view on search: SEO isn't dead. It has become a branding tool and a way to be the source that AI systems draw their answers from.

He was a guest on Kalicube Tuesdays in 2021 and 2022, talking about turning websites into webs of data and building product knowledge graphs for large ecommerce sites. He also represented WordLift at TNW Conference in Amsterdam.

Process first, AI second. He starts by understanding how the work actually flows, improves the process, and only then brings AI in. Then he builds agents that work regardless of the model underneath, so a company can choose or switch provider later based on budget and needs. In his view the model is rarely the problem. Integration is.

For companies, he sees open-source models becoming a strategic asset. Running models you control protects you if a cloud provider changes its prices or its terms. For individual users it matters less.

Not in the way people fear. Some tasks will be fully automated, but the bigger change is in how people work: less executing, more reviewing. An AI system gets good at its job by working alongside the people who correct it. And to give work a human touch or a strong brand identity, you still need a person guiding the AI, because without guidance it stays generic.

He holds a Master's from Il Sole 24 ORE Business School in Italy, completed in 2017.

Use the contact form on doreid.com/contact, or message him on LinkedIn. He reads every message himself and usually replies within a couple of days.