AI consultant with offices in Lebanon, Qatar and Australia
I turn AI into real growth for your business.
I am Charbel Assaf, an engineer and founder who has spent more than fifteen years building digital businesses. Today I help companies cut through the AI noise, pick the use cases that actually pay off and put them to work across sales, marketing and operations.
Cofounder of Assaf Publishers, ZIdenTT, 88medias and OZ88MEDIA, with offices in Beirut, Doha and Melbourne.
15+
years building
digital businesses
4
languages: Arabic, English,
French and German
- AI Strategy
- Generative AI
- Automation
- AI Agents
- Ecommerce
- Paid Search
- Web Platforms
- Data and Analytics
- Team Training
Who I am
Engineer by training. Builder by habit. AI consultant by choice.
My career started in telecom, where I spent more than twelve years at Alfa optimizing a national mobile network and leading the acceptance of a 3G rollout of about 1,000 sites with Ericsson. That world taught me to respect data, measure everything and keep complex systems running.
Alongside it, I cofounded Assaf Publishers in 2010, ZIdenTT in 2014 and 88medias in 2016, building websites, online stores, apps and ad campaigns for clients across the region. In 2025 I cofounded OZ88MEDIA in Melbourne, and today I also work from an office in Doha, Qatar. AI now sits at the center of all of it, and helping other businesses adopt it well is the work I enjoy most.
How I help
AI consulting that starts with your business, not with the tools
Six ways I help teams go from scattered experiments to AI that is part of how the business runs every day.
AI Strategy and Roadmap
We map where AI can save time or make money in your business, rank the ideas by impact and effort, and agree on a realistic plan with clear numbers.
Automation and AI Agents
Lead follow up, reporting, order handling and support triage get handed to reliable automations and agents that plug into the tools you already use.
Generative AI for Marketing
Faster content, sharper ads and personalized campaigns, with brand guardrails so everything still sounds like you. Built on fifteen years of running paid search.
AI for Ecommerce
Product content at scale, better search and recommendations, assistants that actually know your catalog, and analytics that explain why sales move.
AI in Your Website and Apps
Smart search, conversational assistants and custom integrations inside WordPress, WooCommerce and custom platforms, delivered with my team at 88medias.
Team Training and Workshops
Practical sessions that get your people using AI confidently and safely every day, in English, French or Arabic.
The method
Four steps from curiosity to measurable results
01
Discover
A focused conversation and a look at your data, tools and workflows. We find where the hours and the money are hiding.
02
Design
We choose the first use cases, define success in numbers and pick the right models and tools for your budget and privacy needs.
03
Deploy
I build and launch a pilot fast, connect it to your systems and measure it against the baseline we agreed on.
04
Scale
What works gets rolled out, documented and handed over, with training so your team owns it long after the project ends.
Quick check
How ready is your business for AI?
Six honest questions, thirty seconds. Flip the switches that describe you today and get a suggested next step.
- We have a clear business goal we want AI to move, like revenue, time or cost.
- Our customer, sales or product data is digital and reasonably organized.
- We can name at least three repetitive tasks that eat hours every week.
- Someone on the team would own an AI project and push it forward.
- We know which data must stay private and who is allowed to use it.
- People already use tools like ChatGPT, Claude or Gemini at work, even informally.
Tap the switches that are true for you
Your score updates live. There are no wrong answers, only a clearer starting point.
Talk through my resultsWhat I have built
Four companies, one obsession: work that performs
Since 2016 · Beirut
88medias
Web design and development studio specialized in ecommerce, mobile apps and digital marketing. I cofounded it and lead it as Managing Director.
Since 2014
ZIdenTT
A company I cofounded in 2014 and still help lead, built with the same focus on technology that solves real business problems.
Since 2010 · Beirut
Assaf Publishers
Performance advertising agency running data driven Google Ads, Bing and social campaigns built around one number: return on ad spend.
Since 2025 · Melbourne
OZ88MEDIA
Web agency in Australia where I serve as Cofounder and Chief Technology and Operations Officer, owning architecture, security and delivery.
Why work with me
An engineer's discipline with a founder's urgency
I have run the numbers myself
For more than fifteen years I have been responsible for payroll, client budgets and ad spend. Every AI idea I bring you has to pass the same test mine do: does it pay back, and how fast?
Vendor neutral
I am not tied to any AI platform. We pick OpenAI, Anthropic, Google or open source models based on your use case, cost and privacy rules.
Built, not just advised
With the teams at 88medias and OZ88MEDIA, what we design actually ships. The roadmap does not die in a slide deck.
Privacy first
Clear rules about which data goes where, human review where it matters and no shortcuts on security.
Speaks your customers' language
I work comfortably in Arabic, English and French, which matters when your customers and teams do too.
FAQ
Questions people usually ask me
Something else on your mind? Send me a message and I will get back to you within one business day.
What does an AI consultant actually do?
I help you decide where AI makes sense in your business, then I help you make it happen. That covers strategy, choosing tools, building automations and assistants, and training your team. The goal is always a measurable result, like hours saved or revenue gained, never technology for its own sake.
Do I need a big budget or a data science team?
No. Most of my clients are small and medium businesses. Many of the best first projects use tools you already pay for, plus a few well designed automations. We start small, prove the value and grow from there.
Which industries do you work with?
Ecommerce and retail, marketing and media, professional services, hospitality and telecom are where I have the deepest experience. The method works for any business with repetitive work and customer data.
Is my company data safe?
Data protection is part of every plan. We decide together what can be shared with AI services, prefer business plans that do not train on your data, and keep sensitive work on private setups when needed.
Do you work with companies outside Lebanon?
Yes. I have offices in Lebanon, Qatar and Australia and work with clients across the Gulf, Europe and beyond, remotely and on site when it makes sense.
How do we get started?
Book a free discovery call. In thirty minutes we talk through your goals, and you leave with at least one concrete idea you can act on, whether we work together or not.