Navigating Digital Transformation: A Conversation with Selma Turki

Technology is changing the way businesses operate, and staying ahead requires not just expertise but also adaptability. To explore what this means in practice, Marian Fabian sat down with Selma Turki, a seasoned digital transformation expert with over 25 years of experience.

From working with IBM and EY to advising startups in Dubai, Selma has seen firsthand how companies struggle and succeed in adopting new technologies.

In this conversation, she shares her insights on automation, AI, and the role of interim managers in helping businesses make meaningful progress. She also touches on the importance of diversity, continuous learning, and how technology can be used not just for profit, but for good.

From Corporate Leadership to Advisory Roles: Selma’s Journey

Selma Turki’s career is a testament to the ever-changing nature of technology. She began her journey at IBM in Canada, specializing in IT service management. Over time, she expanded her expertise into cloud computing, cognitive AI, and automation, working with leading organizations such as EY.

Based in Dubai for the past four years, Selma has spearheaded complex digital transformation initiatives across the MENA region.

However, after years in the corporate world, she took a bold step into the startup ecosystem, serving as an advisory board member and helping emerging businesses navigate the digital landscape.

She believes that the rise of freelancing and independent consulting is a growing trend, offering greater freedom and enabling experts to share their knowledge without being constrained by corporate structures.

Key Trends in Digital Transformation

According to Selma, digital transformation is synonymous with AI, but its implementation must align with business goals. She highlights the following key trends:

• Hyper Automation & Intelligent Automation: Organizations are increasingly automating processes from the outset, moving beyond simple task automation to AI-driven decision-making.
• AI-Driven Decision-Making: Businesses are leveraging AI to enhance dashboarding, reporting, and operational transparency.
• Digital Twins: Industries such as oil & gas and manufacturing are integrating digital twin technology to optimize processes and improve efficiency.
• Cloud-Native Platforms: The shift to cloud solutions continues to gain momentum, with sovereign data centers playing a crucial role in compliance and security.
• Customer Experience Personalization: Whether in government or private sectors, AI-driven personalization is reshaping internal employee experiences and external customer interactions.

For interim managers, staying ahead requires a deep understanding of these technologies, as well as the ability to translate business needs into technological solutions.

Bridging the Digital Gap: Skills for the Future

Marian asked an essential question: How can interim managers equip themselves with the right skills to stay relevant in digital transformation? Selma emphasized continuous learning and staying updated through platforms like Udemy, Coursera, Google, IBM, and Microsoft.

She also highlighted the importance of:

• Reading industry reports from firms like BCG and McKinsey
• Engaging in real-world projects to bridge theory with practice
• Understanding the nuances of AI, cloud, and automation beyond buzzwords

Beyond technical know-how, interim managers must act as translators—helping businesses connect emerging technologies with real-world applications.

Addressing AI Misconceptions

A common fear surrounding AI is that it will replace human workers. Selma counters this by reinforcing the concept of “human in the loop”—AI should be viewed as an enabler rather than a replacement. AI enhances productivity, reduces costs, and delivers data-driven insights, but human validation and decision-making remain essential.

For interim managers, this means advocating for AI as an augmentative tool, ensuring organizations invest in employee training and adaptation rather than fearing automation.

Implementing AI in Organizations: A Pragmatic Approach

For companies hesitant to adopt AI, Selma recommends a phased approach:

• Assess the Current Landscape – Understand existing infrastructure, processes, and skill gaps.

• Identify Business Pain Points – AI should solve real problems, not be implemented for the sake of innovation.

• Run Proof of Concepts (PoCs) – Small-scale AI applications can showcase value before a full rollout.

• Engage the Right Vendors – Collaboration with technology providers can accelerate AI adoption.

• Prioritize Change Management – Employees must be empowered with the right skills and mindset to embrace AI.

She also stresses that freelancing and interim management play a vital role in AI adoption, as companies often lack in-house expertise and require external guidance.

The Role of AI in Driving Social Impact

Beyond business transformation, Selma is a strong advocate for AI for Good, focusing on ethical AI, inclusive solutions, and data privacy. She has been involved in initiatives that support neurodiverse individuals and empower underrepresented groups through technology.

She believes that AI can drive positive change by:

• Enhancing operational efficiency for non-profit organizations, allowing them to allocate resources more effectively.
• Promoting inclusive digital solutions that cater to diverse needs.
• Encouraging ethical AI practices that mitigate bias and ensure responsible innovation.

Women in Tech: Breaking Barriers

A passionate advocate for women in technology, Selma highlights the persistent gender gap in STEM fields. Despite various initiatives, the representation of women in AI and engineering roles remains low. She believes the solution lies in:

• Increasing awareness among women about the impact of digital transformation in their respective fields.
• Encouraging upskilling for women in non-technical roles to understand AI and automation trends.
• Fostering inclusive work environments where women feel supported and valued.

She points out that many women leave technical fields due to workplace biases and challenges, which must be actively addressed through better policies and inclusive leadership.

Leadership in the Digital Age

What does it take to lead in a world dominated by AI and automation? Selma outlines the key qualities of a successful digital leader:

• Adaptability – The ability to pivot and embrace new trends quickly.
• Strategic Vision – Leaders must look beyond immediate challenges and anticipate future technological shifts.
• Technological Literacy – Staying informed about advancements and their business applications.
• Empathy – Understanding team dynamics and fostering collaboration.
• Effective Change Management – Ensuring smooth digital adoption while addressing employee concerns.

Final Thoughts: The Future of Interim Management

Selma sees interim management evolving from tactical execution to strategic guidance, where professionals act as innovation enablers. The demand for skilled interim managers will continue to grow as organizations struggle to keep pace with rapid technological change.

For those looking to build a career in interim management, she offers a final piece of advice:

• Strengthen strategic vision
• Build strong professional networks
• Stay ahead of emerging digital trends

Conclusione

The conversation between Marian Fabian and Selma Turki highlights the profound impact of digital transformation and AI on businesses and society. Interim managers stand at the crossroads of technology and leadership, guiding organizations through these changes with expertise, adaptability, and a human-first approach.

As AI and automation continue to redefine industries, leaders like Selma advocate for a balanced approach—leveraging technology to enhance human capabilities rather than replace them.

The future of digital transformation is not just about innovation but also about creating inclusive, ethical, and sustainable solutions that benefit all.