
Souheil Sabbagh, P.Eng., MBA
Vice-President, Digital Expertise
Every industry is rethinking how it creates value in a connected world. Technology is no longer just a tool — it has become a key enabler of culture, performance, and competitiveness. True digital transformation goes beyond adopting new systems; it defines how digital creates impact across people, processes, assets, and user experience.
Increasingly, organizations are leveraging or exploring Artificial Intelligence as part of this shift — moving from reactive, system-driven operations to predictive, insight-led decision-making. When done effectively, AI-enabled transformation embeds intelligence into workflows, governance, and ways of working to unlock measurable business value at scale.
Leaders must modernize operations, elevate performance, protect critical systems and meet rising expectations — all while navigating growing complexity across assets, people, processes, data, technology, governance, and user experience.



Digital transformation isn’t defined solely by technology — it’s defined by how well people, systems and decisions work together. Organizations need partners who understand technology, strategy, and operations, who can bridge the gap between ambition and execution, and who can design human-centered and innovative solutions that hold up in real-world conditions. That’s where BBA stands apart.
Before investing in foundational technologies such as enterprise and operational systems or rapidly evolving disruptive technologies such as Artificial Intelligence, it’s essential to define how they will transform your business. BBA helps clients connect vision and strategy to operational priorities — ensuring every initiative creates measurable value, strengthens resilience, and builds alignment across leadership, engineering, and the workforce.
Our multidisciplinary and multifunctional advisors combine strategic insight with deep technical understanding, helping you see where digital, technology, data, and AI make the greatest difference — and also help you to get there through end-to-end digital transformation and innovation.
The result is transformation that performs and delivers in practice, not just on paper.
Every successful digital transformation starts with a clear understanding of what success looks like, where you are, and where you want to go. We help clients connect their business objectives with the right technology levers, creating a roadmap that drives performance, resilience, and sustainability.
Our consultants act as strategic partners, bringing together technical knowledge, field experience, and business insight to design master plans that turn technology into a source of long-term advantage while also addressing near-term needs.
What we do:
You gain a clear, aligned roadmap that gives leaders confidence, guides investment decisions, and turns digital ambition into measurable value.
Every digital transformation depends on data that leaders can trust. We help organizations establish the governance, processes, and technical readiness needed to turn data and relevant AI models into actionable intelligence. By aligning people, technology, and decision systems, we enable businesses to make informed, confident choices that drive measurable performance and sustainability outcomes.
What we do:
You gain a dependable data and AI foundation that strengthens decisions, reduces uncertainty, and supports sustained performance and growth.
The right technologies can change everything — but the challenge is knowing which to pursue, and when. We help clients evaluate emerging technologies, from AI and digital twins to industrial IoT and automation, based on business relevance, operational fit, and ROI.
What we do:
You gain technology choices that are informed, defensible, and positioned to scale — driving value without adding complexity or risk.
We help organizations justify and prioritize digital investments with clear, quantifiable business cases. Our advisors translate technology potential into measurable outcomes for productivity, safety, and sustainability, giving leaders confidence in where to invest and why.
What we do:
You gain investment decisions that are defensible, aligned with business priorities, and proven to deliver measurable impact.
Digital transformation is more than creating a strategy and roadmap — it’s about delivering on them and rethinking how your organization and operations create value. We help design and manage transformation programs that connect people, process, technology, data, governance, and user experience to unlock efficiency, agility, and innovation across your organization and operations.
What we do:
Conduct a health-check on the organization’s ongoing digital transformation to assess progress, challenges, and develop a strategic and pragmatic path forward
You gain a transformation that is launched, adopted, and sustained — delivering measurable impact across operations and the business.
As organizations and operations become more connected, cyber resilience becomes a strategic imperative. We develop integrated strategies to manage cyber risk across IT and OT environments, aligning governance, awareness, and technology to protect critical systems and support long-term operational continuity.
What we do:
You gain a cyber posture that protects operations, supports compliance, and enables digital initiatives to scale with confidence
As digital and physical environments converge, designing with people at the center becomes essential to creating solutions that are intuitive, inclusive, and effective. We help organizations translate complex systems into seamless human experiences, balancing functionality, usability, and emotional connection across every touchpoint.
What we do:
You gain solutions that people understand, trust, and adopt — improving performance, reducing friction, and strengthening day-to-day execution.
Innovation is no longer a side project — it’s a strategic capability that drives competitiveness and growth. We help organizations design and operationalize innovation systems that align with business goals, accelerate value creation, and foster a culture of continuous improvement and transformation.
What we do:
You gain an innovation engine that consistently turns ideas into deployed solutions and measurable business results.
Digital transformation is more than modernization — it’s the opportunity to rethink how your organization operates, learns, and competes, supported by foundational and disruptive technologies. Our role is to align strategy, systems, and people so transformation becomes achievable, sustainable, and meaningful.

