Doreid Haddad
Founder, Tech10
Over a decade of building AI systems and automation for enterprise companies. He understands the problem before he touches any tool, and he doesn't ship until it works in production.
Based in Rome.
AI is a tool. The value is in how you use it.
Most AI projects fail because people start with the technology instead of the problem. They pick a model, build a demo, and then try to find a business case for it. That's backwards. The right question is never "what can AI do?" It's "what problem are you trying to solve, and is AI the right tool for it?"
Years of working with structured data and enterprise ecommerce taught Doreid that systems only work when you understand how every piece connects. A product feed is useless if it doesn't match what the algorithm expects. An automation breaks if it doesn't account for edge cases in the data. The same principle applies to AI: if you don't understand the full picture, the system won't hold.
He builds AI systems the same way he's always built systems: understand the problem deeply, design around it, test it in real conditions, and rebuild it until it works in production. Not in a demo. Not in a slide deck. In production, where it actually matters.
A decade of building, breaking, and rebuilding.
Before starting Tech10, Doreid spent seven years at WordLift, where he worked directly with enterprise clients like EssilorLuxottica, Farfetch, The Level Group, and Ippen Digital. The work centered on structured data strategy, ecommerce SEO, and Google Merchant Center optimization for companies operating at scale. Every project was the same challenge in a different shape: take a complex system with thousands of moving parts and make it work better, faster, and more reliably.
That experience evolved naturally into AI and automation. The pattern has stayed consistent throughout: understand the business problem first, then design the system around it, then make sure it actually works for the people who use it every day.
Tech10 is the result of all that experience turned into a company. Not a pivot, not a rebrand. A natural next step from someone who's been solving these problems for years and decided to build a company around doing it right.
Founder, Tech10
Tech10 is the company Doreid built to do what he's always done, but on his own terms. He designs and delivers AI automation systems for businesses that need real results, not demos. Every project starts with the problem, and every system is built to work in production from day one.
Marketing Automation Lead, Unobravo
Unobravo is Italy's leading online psychology platform. Doreid leads the design and development of AI-powered automation across marketing workflows, scaling content creation and campaign operations through LLMs and machine learning. The work spans everything from audience segmentation to automated content pipelines that serve millions of users.
Senior SEO, AI & Innovation Manager, WordLift
7 years building enterprise SEO and AI strategies, structured data systems, and Google Merchant Center optimization for some of the world's most recognized brands.
Brands I worked with at WordLift
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