Our Leadership
Alex Barakat
Director: AI, Business Architecture and Digital Strategy
As Director of AI, Business Architecture and Digital Strategy, Alex brings over 35 years of proven international experience transforming business capabilities across every organisational dimension. His distinguished career combines strategic business leadership with deep technical expertise, making him the ideal partner for organisations seeking to harness AI capabilities for competitive advantage.
Alex's unique strength lies in translating complex AI concepts into clear business language that resonates with executive leadership. His approach ensures transformation initiatives deliver tangible business value whilst minimising implementation risk, turning every capability into a source of competitive advantage. This methodology aligns perfectly with digibus.ai's strategic framework of working directly with executive teams to identify high-impact AI opportunities and execute comprehensive transformation programmes.
His track record demonstrates consistent delivery of substantial cost reductions, accelerated revenue growth, operational excellence, and enhanced customer satisfaction across transformation programmes exceeding $1 billion in combined value. Recent successes include securing $123 million in digital capability transformation at UniSuper, establishing Wesfarmers' $163 million OnePass subscription business foundation, and reshaping AEMO's $250 million energy market transformation through innovative market-platform strategies.
Alex's academic foundation combines technical excellence from Monash University with strategic business leadership from Warwick Business School and cutting-edge AI business strategy expertise from UC Berkeley's Haas School of Business. His comprehensive professional credentials ensure delivery through proven frameworks whilst addressing specific organisational needs.
As a leading AI transformation strategist, Alex partners with organisations to harness artificial intelligence comprehensively across their entire business architecture. His approach ensures AI investments translate into sustained competitive advantage across every business capability, positioning organisations for long-term market leadership in the intelligence-driven economy.