From Corporate Leader to Startup Advisor: Selma Turki on Tech & Business

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Technology is transforming industries faster than ever, reshaping the way businesses operate and innovate. At the heart of this evolution is Selma Turki, a seasoned expert with over 25 years of experience in IT service management, cloud computing, AI, and digital transformation.

She has led major initiatives at IBM, EY, and other high-impact organizations for different sectors and industries,, working across North America, Europe, Africa, and the MENA region.

Now, Selma has stepped into the world of freelancing and startup advisory, bringing her expertise to businesses without the limitations of corporate structures.

We caught up with her to talk about the future of digital transformation, AI’s growing role in business, the rise of freelancing, and why diversity and inclusion remain essential in tech.

AI and Digital Transformation: What Every Business Leader Needs to Know

Q: What are the key trends in digital transformation that business leaders should focus on today?

A: Selma Turki:

Digital transformation is closely tied to AI, but it’s important to apply AI where it makes sense—aligned with business needs and strategic goals.

The major trends include:

Hyper Automation & Intelligent Automation – Businesses are moving beyond simple task automation to full end-to-end automation, integrating AI-driven decision-making.
AI-Driven Insights – More organizations are prioritizing AI-based dashboards and analytics for real-time visibility, transparency, and smarter decision-making.
Cloud Adoption & Sovereign Data Centers – Governments and large enterprises are shifting to cloud-native platforms while ensuring data sovereignty and security compliance.
Digital Twins – Especially in industries like oil & gas, energy, and manufacturing, digital twins are transforming operations and predictive maintenance.
Customer & Employee Experience – Personalization and seamless digital interactions are key, whether for end consumers or internal users.

Leaders need to not only stay informed but also integrate emerging technologies in ways that drive real business value.

Bringing AI into Business: The Myths and Realities

Q: What are some common misconceptions about AI implementation in business operations?

A: Selma Turki:

One of the biggest myths is that AI will replace humans entirely. Every AI-driven solution I’ve worked on has had a human-in-the-loop component. AI serves as an enabler—it enhances efficiency, accelerates decision-making, and reduces manual effort, but businesses still need human expertise to validate, assess, and guide these systems.

Another misconception is that AI can function without continuous updates. AI models require maintenance, proper data governance, and human oversight to remain effective.

Organizations that fail to plan for ongoing AI monitoring often struggle with inaccurate outputs and diminishing returns and oftentimes biased outcomes..

The Role of Interim Managers in Digital Transformation

Q: How can interim managers stay ahead and provide the best value to clients in the digital age?

A: Selma Turki:

Interim managers play a crucial role in digital transformation. Due to their diversified past experiences and valuable insights, Their ability to assess pain points, recommend scalable solutions, and translate business needs into technological solutions makes them invaluable.

However, they must:

Stay continuously updated on AI, cloud, automation, and emerging tech.
Focus on strategic guidance rather than just tactical execution.
Have a good understanding of the changing landscapes and dynamics in the industries
Act as innovation enablers by bridging business and technology.
Understand change management and human factors—technology adoption depends on how well people adapt to it.

Freelancing and interim management are becoming more relevant because businesses need specialized expertise for short-term transformation projects.

Organizations don’t always have the necessary skill sets in-house, making external consultants critical in driving innovation.

Bringing Value to Clients: The Fastest Path to AI Adoption

Q: Many organizations are skeptical about AI investments. How can interim managers help clients embrace change?

A: Selma Turki:

The best approach is to demonstrate quick wins through proof of concepts (POCs) and minimum viable products (MVPs). AI-driven automation and digital solutions don’t have to take years to show results, the timelines have drastically been shortened. Clients need to see immediate value in cost savings, efficiency gains, value realization or improved decision-making.

For example, I worked with an FMCG company where the CFO told me: “I don’t want automation to replace employees; I want it to augment them.” That kind of mindset shift is key.

When AI is positioned as a tool to empower employees, rather than replace them, organizations become more open to innovation and information sharing.

A: Selma Turki:

AI has immense potential for good when used responsibly.

Ez magában foglalja:

Ethical AI Development – Ensuring AI is less biased, more inclusive, and respects data privacy.
AI in Education – Using AI to create personalized learning programs, especially for neurominority which represents 1 out 5 individuals worldwide.
AI for NGOs & Non-Profits – Helping small organizations leverage AI to reduce costs and increase efficiency, allowing them to focus resources and funds on their core mission.

For instance, I’m advising a neurominority advocacy group that wants to sponsor AI-driven solutions tailored to different cognitive needs. The goal is to make education and the workplace more accessible and impactful for everyone.

Women in Tech: Breaking Barriers and Driving Change

Q: You’ve led several initiatives for women in technology. What are the biggest challenges, and how can we bring more women into digital transformation?

A: Selma Turki:

The challenge is the pipeline and retention. Globally, only 30-35% of STEM graduates are women, and within organizations, less than 30% of tech roles are held by women and even less at the board or leadership level.

Retention is also a major issue due to workplace bias, lack of career support, and male-dominated cultures.

To change this, we need:

More visibility for women leaders in tech – Representation matters.
Stronger mentorship programs – Women need networks to support their growth.
Inclusive workplace policies – Flexible work arrangements and supportive environments help retain female talent.

I’ve seen incredible progress in the MENA region, where over 55% of STEM graduates are females. There is a strong push for female empowerment in STEM fields. But globally, there’s still a long way to go.

Looking Ahead: The Future of Digital Leadership

Q: What leadership qualities are essential for guiding organizations through digital and cultural transformation?

A: Selma Turki:

The key leadership traits for the digital age are:

Adaptability – Technology is evolving rapidly; leaders must be flexible and open to change.
Strategic Vision – Leaders should focus on big-picture thinking rather than getting lost in operational details.
Technological Literacy – You don’t need to be a coder, but you must understand how AI, cloud, and automation drive business value.
Empathy – People drive transformation. If leaders can’t connect with employees, change will fail.
Effective Change Management – Transformation is more about people than technology. Leaders need to guide teams through change effectively.

Final Thoughts: The Future of Work & AI

Q: What’s your final message to businesses and interim managers navigating digital transformation?

A: Selma Turki:

The future of work is changing. AI, automation, and digital transformation are not optional—they are business imperatives.

However, successful transformation requires more than just technology. It demands a strategic approach, a human-centered mindset, and a willingness to adapt and innovate.

For interim managers, freelancing and specialized consulting are the future. Organizations will continue to seek external experts to drive their transformation initiatives. Those who stay ahead of the curve—by continuously learning and bridging business and technology—will have the most impact.