From marketing to AI:
the turning points that shaped Mahdi El Bahi's career

Changing roles. Changing country. Learning new skills. And starting again, more than once. Over eleven years at Orange, Mahdi El Bahi has built his career step by step, seizing opportunities as they came along and sometimes creating them himself.

Today, as AI & Data Product Manager at Orange Innovation, he works on Live Intelligence, Orange's generative AI platform used by more than 100,000 employees worldwide. The thread running through it all, right from the start, is curiosity and a drive to keep learning.

Turning point #1 - Carving out his own path

In 2013, when Mahdi had to choose his specialism during his studies in Tangier, Morocco, his goal was already clear: to work in digital. But that year, specialist courses in Morocco were still few and far between. So he took a different route instead. 

"The path that fitted best with what I wanted to do was to head towards marketing, and then try to move into digital marketing from there."

His career began at Orange Morocco in 2015, with a final-year placement focused on brands' online reputation. He then moved to a digital agency, before returning to Orange Morocco as digital communications manager. That first experience taught him an essential skill: how to teach himself.

"With no 'standard education' to fall back on, I learned to be self-reliant. I understood I had to teach myself, ask questions. From the start, that was what drove me."

Turning point #2 - Putting his hand up before he felt ready

A few years later, Mahdi felt the pull towards data. The subject hadn't really taken off in Morocco yet. That's when he came across Orange Graduate.

"I think that was a defining moment in my career."

Through the programme, he joined Orange Innovation in Paris as a data analyst. New role, new environment, new challenge. Then a new subject emerged: generative AI. Mahdi decided not to wait. He decided to make the opportunity happen.

"When I saw there was a generative AI project starting up, I spoke to my manager and told him there was an opportunity to do this in-house. If there was a team working on it, I'd like to join."

The team was there. Some time later, it would become the team behind Live Intelligence, which Mahdi would join it.

Turning point #3 - Finding his place  

Before moving into a field as technical as AI, Mahdi had already,started building his skills with a "Data Science Starter" course run by Orange at École Polytechnique, covering the fundamentals of artificial intelligence: statistics and maths, taught in English, alongside his day job.

"It was really challenging: studying maths, going back to school in a way, the statistics, and on top of that it was all in English. And at the same time, it was hugely exciting."

What he was looking for was a position between two worlds: not 100% technical, nor 100% business. He wanted to be the link between them. Finding that place wasn't always straightforward, but today he sees it as his real strength.

"What's driven me from the start? Not being 100% technical or 100% marketing, client-facing, business. But bringing the two together."

Turning point #4 - Growing through trust

Looking back over his time at Orange, one thing keeps coming up for Mahdi: trust. Not trust handed out automatically, but the kind that gives you room to try. The trust of the environment he was working in.

"I felt trusted from day one. That matters enormously for someone young joining a big company."

That trust gave him the confidence to put forward new ideas, even when they weren't yet fully formed in everyone else's eyes.

"They trust you. That's what I felt from the start: OK, go ahead, get on with it, let's see what comes of it."

And it gave him the push to go further still.

"It gave me the confidence to be bold, to try things out, to test new ideas."

Turning point #5 - Learning to have an impact at scale

Running a tool used by 100,000 people around the world taught him a new way of working: prioritising, focusing on what matters most, and learning to speak to very different business areas.

"When you're working on something with 100,000 users, there's a lot of noise. Plenty of people telling you 'I want this, I want to do that.' I learned to focus on what really matters."

"I learned to work with very different kinds of people: speaking the language of developers, the language of lawyers, the language of HR. I work across a lot of different business areas, and that's a real richness."

What's next? Keep learning

After eleven years at Orange, Mahdi is about to write a new chapter. He will shortly be joining Orange France to work on generative AI for consumers, a new way of exploring that same balance between technology, product and business.

"I want to keep moving forward, keep challenging myself, explore new ground. Joining Orange France on consumer AI means bringing what I've learned while continuing to build my business and customer expertise."

Asked how many lives he's had at Orange in eleven years, he answers simply:

"Several, yes. And each time, it felt like a fresh start."