Overview
Thierry Moubax is co-founder and CEO of ai-compass, a company he started in May 2023, and is based in Majadahonda. He states expertise in artificial intelligence, ChatGPT, marketing strategy, digital marketing and e-commerce. Since June 2010 he has also run BlueCompass.eu, where he works in interim management and consulting, developed educational apps until October 2015 and wrote the book The Online Marketing Blueprint.
Before founding ai-compass he was CMO of Knn Digital Media from October 2022 to June 2023, and Chief Marketing Officer at Allianz Partners from October 2019 to December 2022. From 2015 to 2019 he was Vice President Marketing & Product Europe in the AI division of bpost, and earlier held roles as Sales & Marketing Director at Moovly and Director Marketing & Innovation at Securitas. Between 1997 and 2010 he worked for DHL Express, in business development, market and product roles at DHL Express IBERIA, as Marketing Director at DHL Express España and as Marketing Strategy Director Europe at DHL Express Europe. He began his career at SHELL Belgium as a business analyst and then retail sites manager.
Moubax studied commercial engineering with a marketing speciality at KU Leuven, with periods at Università di Siena and Universidad de Granada, and later took a blockchain programme at MIT Professional Education.
Career history
In the news
- Two weeks ago I had the privilege of taking 250 cybersecurity professionals into “AI Unleashed” at CyberVerse Belgium. The question that stuck with the room: what happens when attackers adopt AI faster than defenders do? Thank you Infinigate Belgium and Peter Beurghs for a superb evening, and great to share the stage with Siebe Hannosset who taught us to “hack our body” while I tried to hack the future 😉 See you at CyberVerse Luxembourg on 26 November. ---- Twee weken geleden mocht ik 250 cybersecurityprofessionals meenemen in
- Alberto Cañizares Alvarado, our head of AI Solutions was in Berlin for OpenAI's DevDay Exchange, on OpenAI's invitation, representing AI Compass. That's the advantage of being an OpenAI Select: A direct line to the teams building the models. First hand Discovery of what's coming, testing new capabilities before our clients ask about them. And that matters. Our job at AI Compass is helping companies find the AI use cases that actually pay off, that really delivery ROI. You can't do that well if you discover what's possible at the
- Last Thursday I gave a keynote on innovating with AI at the Proximus Business Customer Experience Challenge, at Tour & Taxis in Brussels. Around 100 Proximus colleagues, working on real customer-experience challenges. In this clip, you'll see the process I walked them through: * Find the friction in what customers already say * Turn it into an opportunity * Build a proof of concept * Test it on synthetic customers * Design a virtual go-to-market * Test that on synthetic customers too * Then go to the real world Steps 1 to 6 used to
- Which AI tool should our sales team use?" It's the first question most sales managers ask me, but it is also the wrong place to start. You should start here instead: what behavior do you want AI to reinforce, thousands of times a day? Sales AI coaches. It build better habits. It shapes how your sellers prepare, listen and follow up. Answering questions is the smallest part of its job. Hand that job to a generic model and you get the average of every sales book on the internet. Outperform has the perfect name for it: Methodology
- Most companies start AI with the wrong question: “Which tool should we buy?” This week I had the privilege of speaking at the General Assembly of BABM - Belgian Brands Association. The room was full of CEOs and commercial directors from Belgium’s leading brands. My message was simple: stop buying AI like software, and start hiring it like a workforce. Think about how you’d bring fifty new people into your company. You’d write a job description. You’d decide who manages them. You’d onboard them, train them, set targets and
- Cybersecurity, AI en menselijke energie: drie thema's die samenkomen in een wereld die razendsnel verandert. Drie thema's die gisteren aan bod kwamen tijdens het CyberVerse evenement van een distributeur waar we bij ABC-GROEP.BE érg veel aan hebben, Infinigate Belgium. Met ABC-GROEP.BE waren we genomineerd in de categorie "SMB Cyber Hero". Een mooie erkenning binnen een event dat volledig in het teken stond van digitale weerbaarheid en innovatie. Ik wil dan ook de mensen van Infinigate Belgium bedanken voor de nominatie. Het is
- The AI paradox is your biggest new risk and your biggest new lever. At the same time. This Thursday I have the honour of closing CyberVerse Belgium 2026 with a keynote. Three things I’ll cover: The threat side: deepfakes, automated phishing, unmanaged AI agents The opportunity side: everyone has the same AI tools now, so where do you differentiate? A method to pick the use cases that pay off in sales, innovation, product development and operations Thank you Infinigate Belgium & Peter Beurghs for the invitation. If you’re in Belgium
- Proud to say that AI Compass is now an OpenAI Select Partner! I've spent more than 25 years in marketing, strategy and innovation and every new technology arrived with big promises. But the real question is always :what will this change in how we work tomorrow? AI is no different. That's why we started AI Compass. We help leadership teams decide where to start. We give their people the skills and the confidence to use AI. And we build solutions that hold up in day-to-day operations. For me, this milestone is also an opportunity to
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