Zak Dabbas Of Wipfli: How AI Is Disrupting Our Industry, and What We Can Do About It
An Interview With Cynthia Corsetti
Embrace Continuous Learning and Adaptability: It’s critical to invest in continuous education and training for your workforce. This approach involves not only understanding AI and its applications but also fostering a culture that embraces change and adaptability. Encourage your team to stay on top of the latest AI trends and developments, and provide them with resources to learn and grow.
Artificial Intelligence is no longer the future; it is the present. It’s reshaping landscapes, altering industries, and transforming the way we live and work. With its rapid advancement, AI is causing disruption — for better or worse — in every field imaginable. While it promises efficiency and growth, it also brings challenges and uncertainties that professionals and businesses must navigate. What can one do to pivot if AI is disrupting their industry? As part of this series, we had the pleasure of interviewing Zak Dabbas.
Zak Dabbas brings over 15 years of experience with digital innovation and custom software delivery to Wipfli digital. Prior to joining Wipfli as a principal, he founded Punchkick Interactive, an award-winning agency focused on digital solutions for the world’s brightest brands including Microsoft, Nike and Marriott International. A bona fide veteran of the mobile space, Zak played a key role in the launch of mobile initiatives for global brands as well as midmarket clients looking to make a major impact in their industries.
Zak’s passion is helping organizations understand and capitalize on their digital opportunities, as well as inspiring them to embrace design-thinking and user-centric approaches to product development. He is equally passionate about company culture and has spent much of his career focused on building united and high-functioning product teams, reflected in several workplace recognitions including the coveted Crain’s Best Places to Work award.
Thank you so much for joining us in this interview series. Before we dive into our discussion our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
My career path has been anything but a linear one, and honestly, it’s been an amazing ride. I started out in college as a pre-med student, largely because my dad was a doctor and that seemed like the logical thing to do. Looking back, medicine never really excited me, but at the time, I thought that’s just how work was supposed to feel — it was something you did for a paycheck, not for fun or fulfillment.
But then, life threw me a curveball. Halfway through college, I was diagnosed with cancer. Facing something like that at a young age really makes you think about what you want in life. After wrapping up surgery and a chemotherapy regimen, I knew for sure that medicine wasn’t my calling. So I switched gears and headed for law school, which I believed was the next best option. But it didn’t take long for me to realize that law wasn’t my passion either.
This was sometime around 2004, and we didn’t have smartphones or the social media scene we do today. Entrepreneurship felt like a big mystery, and for someone like me, sticking to a traditional career path seemed like the safe bet. But while I was getting through law school, I started tackling some digital freelance work with a brilliant friend of mine — building websites, designing lightweight software, and other small projects on the side. It was a total blast, and before I knew it, I was far more into digital than my actual law studies.
In 2006, just before the iPhone was introduced and kicked off an entirely new era of innovation, my friend and I decided to take the plunge and turn our freelance hustle into a real business. We launched Punchkick Interactive, and I threw myself into it headfirst. I had a year and a half left in law school, as well as a part-time job at a law firm, but I knew my heart was in digital. We hit the ground running, and when the iPhone launched, we rebranded ourselves as a mobile-first design firm overnight. It was a game changer. By the time I’d finished law school, we had already worked with big names like Intel, Pearson Education, and more. Clients were clamoring to get involved in what felt like the dawn of mobile. Walking into the managing partner’s office at the law firm I was working at, to share that I was changing my career trajectory and focusing on a white-hot digital opportunity was a moment I’ll never forget.
Over the next 14 years, Punchkick Interactive kept growing. We worked with giants like Marriott, Microsoft, and Nike, and we made it onto the Inc 5000 list of Fastest Growing Companies in America five times in a row. The best part by far? The incredible workplace culture we built. Punchkick was more than just a business; it was an adventure. Selling the company to Wipfli right after being recognized as one of Crain’s Best Places to Work was the icing on the cake. Looking back, I wouldn’t change a thing about the wild, winding road I took to get here.
What do you think makes your company stand out? Can you share a story?
Today, I’m a partner at Wipfli and I lead the growth of our digital highway. Wipfli, historically an accounting firm, has evolved into a comprehensive advisory firm, going way beyond tax and financial guidance. We’ve stepped into the digital age with Wipfli Digital, a result of strategic acquisitions and nurturing in-house digital talent. Wipfli Digital is a powerhouse, offering expertise in several arenas such as cybersecurity, advanced data and analytics, and a broad range of enterprise software solutions.
We’re particularly focused on preparing middle-market organizations for the digital future, though we work with a wide range of clients. Wipfli Digital serves as a seamless hub of experienced teams providing clear insights into the digital landscape and its opportunities. Our teams are committed to making a real difference for our clients.
I like to say we’re a ‘sleeping giant’ in this field — but not for much longer. We’re undergoing major transformations and making smart investments in technology as well as our people. The future looks incredibly promising, and we’re thrilled about the journey ahead.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Every leader eventually discovers their unique leadership style, and how they express that style varies widely. The hallmark of a true leader, I believe, is finding a voice that resonates authentically with who you are at your core. My path to success was shaped by embracing traits that were crucial for me.
Firstly, tenacity has been a key driver in my career. I’m not one to back down easily, especially when I have conviction around the viability of my vision. This doesn’t mean I’m inflexible or won’t change course as new information becomes available — it just means that I don’t shy away from big challenges. A prime example is my leap into a brand-new industry with the ambition to partner with the world’s most recognized brands and forge meaningful connections between them and their customers through mobile. There were so many points along the way where it would have been easier to give up — but I stayed the course even when things felt punishing.
Secondly, a genuine love and belief in the goodness of people have been invaluable to me. And not solely from a quality of work perspective. People make work feel meaningful. I thrive within diverse, high-performing teams, and value a workplace where everyone can bring their true self to the table and contribute creatively. This philosophy has helped me foster cultures where team members stay for the long haul — many on my team have been with me for over a decade, which is quite rare in the digital field.
Let’s now move to the main point of our discussion about AI. Can you explain how AI is disrupting your industry? Is this disruption hurting or helping your bottom line?
AI is revolutionizing our industry in countless ways. And this transformation isn’t just about the technological advancements themselves, but also about a shift in our perception of what technology can achieve.
At the most basic level, many of our software solutions at Wipfli Digital are now enhanced with AI. A prime example is the recent introduction of Data Cloud for Salesforce, which offers significant value to our customers and makes the benefits of Salesforce even more apparent. This is a straightforward example of how AI is improving our bottom line.
More broadly, AI is changing the game by showing us new, faster ways to turn ideas into reality, and revolutionizing our approach to projects. This wave of innovation is reminiscent of the launch of Apple’s App Store back in 2008, which drastically altered our perception of custom applications. AI is making folks in our industry and beyond, sit up and take notice. We’re just beginning to uncover AI’s full potential, and the excitement around it is palpable.
I see AI as a significant positive for the industry. It’s lowering entry barriers and pushing creative output to new heights, signaling a promising future for AI in our field.
Which specific AI technology has had the most significant impact on your industry?
One of the most remarkable impacts of artificial intelligence I’ve seen is in the realm of marketing. AI tools like ChatGPT and Writesonic are revolutionizing content creation. They enable marketers to quickly produce and edit both long and short form content, create artwork, illustrations, and even handle marketing automations. It’s incredible to see tasks that once needed a team now being efficiently managed by a single skilled marketer. Marketing is one of the first fields to harness AI technology that’s readily available to the average consumer.
But beyond marketing, Machine Learning (ML) has been a game-changer. It’s transforming various aspects of our operations, especially in cybersecurity, custom software development, and data analytics. In cybersecurity, ML algorithms are helping us build stronger defenses against complex cyber threats by analyzing patterns, detecting anomalies, and predicting potential security issues more effectively than traditional methods. In custom software development, ML enables us to create smarter, more adaptive applications that learn from user interactions, optimize processes, and provide personalized experiences. This greatly enhances the value we offer to clients. In data analytics, ML is crucial. It allows our teams to delve deeper into complex data sets, leading to better-informed decisions and strategies.
Can you share a pivotal moment when you recognized the profound impact AI would have on your sector?
Like many, my initial meaningful encounter with artificial intelligence was through ChatGPT. The process of crafting effective prompts and witnessing the impressive outputs was nothing short of astonishing. It felt like a watershed moment, and I was immediately convinced that this technology was here to stay. However, what’s really amazed me since that point was the introduction of customizable GPTs last November.
These new developments in AI technology allow anyone to create their own personalized ChatGPT. Think of it as a versatile assistant that can explain board game rules, assist students with homework, or even design unique t-shirt designs. The most exciting part is that you don’t need to be a tech expert to set up your own GPT. It’s incredibly user-friendly — simply guide the tool on what tasks to perform, whether that’s web searches or analyzing data, and it’s ready to go.
How are you preparing your workforce for the integration of AI, and what skills do you believe will be most valuable in an AI-enhanced future?
In preparing our workforce for the integration of AI, we focus on a dual approach: upskilling and fostering a culture of continuous learning. Given the diverse array of digital teams within our firm, it’s crucial to tailor upskilling programs to each domain. For instance, our cybersecurity team is being trained on leveraging AI for advanced threat detection and system resilience, while our software developers are learning to integrate AI functionalities into custom solutions. Additionally, we ensure that all teams, including those selling software solutions like Salesforce and Snowflake, are conversant with AI capabilities to enhance their consultative sales approach. This holistic educational strategy ensures that every team member not only understands AI but can also apply it effectively in their respective fields.
Looking ahead, the most valuable skills in an AI-enhanced future will be a blend of technical acumen and soft skills. Technical skills, such as data literacy, AI ethics, and algorithmic understanding, will be essential for directly interacting with AI systems and interpreting their outputs. But equally important are soft skills like critical thinking, creative problem-solving, and adaptability. These skills enable our workforce to collaborate harmoniously with AI, using its insights to drive strategic decisions and innovation. In essence, our goal is to cultivate a workforce that is AI-savvy and yet remains distinctly human — ensuring we harness the full potential of AI while maintaining our core values and vision.
What are the biggest challenges in upskilling your workforce for an AI-centric future?
Upskilling our workforce at Wipfli Digital for an AI-centric future presents several challenges. Firstly, the rapid pace of AI evolution means that the skills and knowledge we impart today might soon become outdated. Staying ahead of this curve requires a dynamic and continuously updated learning program, which can be resource-intensive in terms of time and investment. Secondly, there’s the challenge of diversity in baseline knowledge and skills among our employees. Our teams span various digital domains, each with different levels of exposure and understanding of AI. Creating an upskilling program that is both sufficiently advanced to be valuable, yet accessible enough for all skill levels, is a complex task.
Another major challenge lies in balancing day-to-day operations with learning initiatives. Employees need time and mental bandwidth to engage with new learning, which can be difficult to manage alongside their regular responsibilities. This necessitates a learning culture that is not only encouraged but also meaningfully integrated into their work schedules. Lastly, the human aspect of technological change can’t be overlooked. There’s often apprehension about AI, stemming from fears of job displacement or the perceived complexity of AI technologies. Addressing these concerns, fostering a positive mindset towards AI, and demonstrating its role as a tool for enhancement rather than replacement is crucial for successful upskilling. Addressing these challenges requires a strategic approach, combining flexible, inclusive learning programs with a supportive culture that values continuous growth and adaptation. Our focus is on creating an environment where upskilling is an ongoing journey, aligned with the evolving landscape of AI and the diverse needs of our workforce.
What ethical considerations does AI introduce into your industry, and how are you tackling these concerns?
AI introduces a number of ethical considerations into our industry, particularly around data privacy, bias and fairness, transparency, and accountability. There is a lot of great dialogue happening in the industry around ethics and AI, and here are some high-level thoughts I can share around these particular topics:
1. Data Privacy: With AI systems often reliant on large datasets, ensuring the privacy and security of this data is paramount. At Wipfli Digital, our approach involves stringent data protection policies, regular audits, and employing advanced encryption and anonymization techniques. We also ensure compliance with international data protection regulations like GDPR.
2. Bias and Fairness: AI algorithms can inadvertently perpetuate biases present in their training data, leading to unfair outcomes. To mitigate this, we’ll prioritize the development of diverse, inclusive training datasets and implement regular bias checks. We’re training our teams to recognize and address potential biases, ensuring that our AI solutions are fair and equitable.
3. Transparency: The “black box” nature of some AI systems can lead to a lack of transparency, making it difficult to understand how decisions are made. We tackle this by investing in explainable AI technologies and ensuring that our teams and clients understand the decision-making processes of our AI systems.
4. Accountability: Determining responsibility for decisions made by AI systems is a complex issue. As we expand our AI offerings, we’ll address this by maintaining clear lines of accountability and ensuring that human oversight is an integral part of all AI deployments. This includes setting up frameworks for decision-making that involve both AI and human inputs. Additionally, we’re committed to ethical AI use and development. We’ll make it a priority to invest in ongoing education and training for our teams on AI ethics, and we’ll actively participate in industry discussions and initiatives to shape ethical AI practices.
What are your “Five Things You Need To Do, If AI Is Disrupting Your Industry”?
1 . Embrace Continuous Learning and Adaptability: It’s critical to invest in continuous education and training for your workforce. This approach involves not only understanding AI and its applications but also fostering a culture that embraces change and adaptability. Encourage your team to stay on top of the latest AI trends and developments, and provide them with resources to learn and grow.
2 . Integrate AI Strategically: Rather than adopting AI for its own sake, identify areas within your business where AI can add the most value. This could include enhancing customer experiences, optimizing operations, improving decision-making processes, or innovating on products and services. Develop a strategic plan for AI integration that deeply aligns with your business goals — and stay committed to focusing on pragmatic opportunities rather than hype.
3 . Focus on Data Management: AI systems are only as good as the data they process, so it’s important to ensure that you have robust data management practices in place. This includes data collection, storage, analysis, and protection. Pay particular attention to data quality, as well as ethical and legal considerations surrounding data usage. For many of our clients in the middle-market, we find that one of the most crucial steps in future-proofing their businesses in the dawn of AI is to help them implement data management practices.
4 . Foster Ethical AI Practices: As AI becomes more prevalent, ethical considerations become paramount. Now is the time to start developing guidelines and policies to address issues like bias, transparency, accountability, and privacy. It’s also a smart idea to take steps to ensure these ethical considerations are ingrained in your AI strategy and operations.
5 . Collaborate and Engage with Stakeholders: AI disruption isn’t a journey to be undertaken alone. Collaborate with multiple stakeholders, including employees, customers, industry partners, and regulatory bodies. Engaging with a broader ecosystem allows for the sharing of best practices, staying informed about regulatory changes, and understanding the evolving needs and concerns of all stakeholders.
What are the most common misconceptions about AI within your industry, and how do you address them?
Misconceptions about AI exist, and that’s understandable given how rapidly the evolutions of AI technologies are being announced — and how dramatically superior each major milestone seems to be from the prior one. AI is becoming a much more complex space over time, so addressing these concerns head-on is the key to enabling a healthy understanding and adoption of AI technologies. Here are five misconceptions I tend to see most often:
1. AI as a Job Replacement Tool: One of the most common fears is that AI will replace human jobs. While AI automates certain tasks, it’s often more about augmenting human abilities than replacing them. My approach to addressing this is by highlighting how AI can take over mundane, repetitive tasks, and allow our workforce to focus on more creative and strategic work. I also emphasize the new job opportunities AI is creating within our field. And for some organizations, upskilling a team to leverage AI tools will allow for slower future hiring which isn’t synonymous with job replacement. The dialogue around AI and job replacement are healthy to have, as long as we recognize our misconceptions.
2. AI is Infallible and Unbiased: There’s a misconception that AI decisions are always objective and accurate. In reality, AI systems can inherit biases from their training data or developers. We tackle this by educating our teams and clients about the importance of diverse data sets and internally, we’re working towards continuous monitoring of AI systems to detect and correct biases.
3. AI Implementation is Overly Complex and Costly: There’s a pervasive belief that integrating AI requires massive resources and is only for the largest corporations. Nothing could be further from the truth, and we counter this by showcasing scalable AI solutions and demonstrating how AI can be implemented incrementally — offering solutions that fit various sizes and types of businesses.
4. Complete Understanding of AI is Necessary for its Use: The belief that you’ve got to be an AI expert to utilize or benefit from AI technology can be daunting. We’re striving to demystify AI, by offering user-friendly AI solutions, and providing training that focuses on practical applications rather than the technical complexities.
5. AI Will Lead to Loss of Personal Touch in Services: Especially in industries like healthcare or customer service, there’s a concern that AI will depersonalize experiences. Again, nothing could be further from the truth. And we’re addressing this by illustrating how AI can enhance personalized services, like using data analytics for tailored customer experiences or assisting in diagnostic processes without replacing human judgment and empathy.
Exposure to AI tools and education around how they work significantly helps to foster an appreciation for what’s possible in this new and exciting era we live in. And we’ll continue to get ahead of potential misconceptions through education, practical demos, and transparent communication.
Can you please give us your favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life?
One of my favorite quotes is “The details are not the details. They make the design.” by legendary designer Charles Eames. It would be impossible for me to convey just how impactful those words have been on career. I’m intensely drawn to details that surround design and experience, and in every stage of my career, I’ve made it a priority to get these details right. I pore over the elements I can enhance in the pursuit of a beautifully built system, and I’ve found that the impact of taking this approach is much larger than the sum of its parts. From ensuring that proposals are visually beautiful and supremely easy to understand, to transparently framing our service offerings and deliverables, to analyzing and improving every step of a client’s journey with us, there’s a comfort in being in the driver’s seat on experience. Simply put, the details matter. There’s a joke I’ll never live down about a time I was doing sales training with our team many years ago and the topic was hosting the perfect client dinner. Pesto might have been semi-jokingly banned from consumption at those dinners due to the high risk of pesto-in-teeth snafus. I look back on this today and laugh, but it was this attention to detail that really helped propel many stages of my career.
Off-topic, but I’m curious. As someone steering the ship, what thoughts or concerns often keep you awake at night? How do those thoughts influence your daily decision-making process?
I’m genuinely confident about the direction we’re steering Wipfli Digital. It’s an exhilarating journey, fueled by innovation and a clear vision for the future. However, amidst this excitement, I do feel the weight of responsibility, primarily driven by the self-imposed pressure to accelerate our pace. The rapid evolution of technology is relentless, and keeping up with it requires constant vigilance and adaptability. This duality of confidence and concern is a frequent reminder that in this ever-changing digital landscape, resting on our laurels isn’t an option. Success means continuously pushing boundaries, challenging our own limits, and embracing the reality that there’s always more to learn and more ground to cover. This purposeful approach, coupled with our strong foundation, is what’s driving Wipfli Digital’s ongoing success and innovation.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
I’m going to skip this question.
How can our readers further follow you online?
The best way to stay connected with me is on LinkedIn. https://www.linkedin.com/in/zakdabbas
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.
