About ISA
It starts with understanding your business.
ISA is an AI transformation partner, founded by Mohamed Dhaini in Sydney. He starts with how your business really works, then builds around it.
Before the AI
People first. Then the tech.
Moe has spent more than a decade working with people. He is a certified life coach and NLP practitioner, coaches executives and business owners through his practice Str8n Up, and runs workshops for schools, businesses and community groups across Sydney. He holds diplomas in leadership and youth development, and spent six years studying philosophy, linguistics and ethics at seminary abroad.
Communication is the thread through all of it. It taught him how people decide, what they put off, and where the work quietly gets stuck.
So when he sits with an owner, he isn't listening for the tech. He's listening for the thing they keep apologising for: the follow-up that slips, the invoice that goes out wrong, the decision stuck in someone's head. Then ISA builds around that.
He also founded MSA Youth Academy and built the systems behind it. It is now the most successful youth academy in the community.
ISA was registered in 2023. Through 2024 and 2025 Moe built AI systems for his own practice, the academy and friends' businesses, and then for clients.
AAA Accelerator
Built to a standard, not a guess.
In 2025 Moe joined Liam Ottley's AAA Accelerator, the program behind a lot of the serious AI agencies coming out of this wave. It put ISA in rooms with people building at real scale, and gave it a standard to build to.
How the offer got here
We got better at this.
1. Then
Every build started from a blank page. Each client got something custom, scoped from scratch, and it took as long as it took.
2. What we learned
The value was never the clever bit. It was one AI owning a whole area of the business, inside the tools the team already used, with the owner able to just ask it.
3. Now
That is how ISA builds from day one. Marcus sits at the base as the owner's right hand, and whole departments go on top. Faster to install, clearer to price, and every client gets what we learned on the last one.
You'll work with Moe.
He leads the diagnosis, decides how the system should work and stays responsible for the relationship and key training. ISA's delivery and support team helps carry out the work.
The work has to earn its place.
Start with a real problem. Put the result and the window in writing. If a simpler option does the job, we recommend it.
See existing client workWorking with him
What clients say about the process.
“You were approachable. You know your stuff. ... That did not stop you from going and digging hard into things and learning how to do things and delivering what we wanted to, instead of saying, I can't do it. ... I would refer someone to Mohamed.”
“From the start, there's been a lot of transparency. ... You would sort of send us an email saying, this is what has been happening, this is what I'm working on, ... do you guys need anything from me? That was always really useful.”
We keep up with AI.
You get on with business.
Every ISA agent is built on our own frameworks, refined on real client work. We choose the best model for the job from the leading labs and open source.
Anthropic (Claude) · OpenAI · Google (Gemini) · xAI (Grok) · Open source
The AI we use, and what forBring the work that's taking your time.
A free 15-minute call with Moe. Talk through the work taking your time and find the right next step.