How Challenger Destinations Can Win | AI Strategy for Ethiopia | Beruh Yayehyirad Artwork

MeliaCRED: Conversations with Elvis

Has the internet created a virtual labour market for new kinds of services? Does connectivity now allow job-seekers from the Global South, young people from low-income countries, to grow rich online? Did this help overcome the borders that have separated rich from poor? If not, might the Metaverse now create this new market space in the cloud? Are online labour platforms becoming immersive labour markets with equal access for all? I discuss these questions in conversations with online workers, policy makers, academics, educators, consultants, and firm executives from around the world.

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MeliaCRED: Conversations with Elvis

How Challenger Destinations Can Win | AI Strategy for Ethiopia | Beruh Yayehyirad

July 17, 2025 • Elvis Melia • Episode 18

Elvis speaks with Beruh Yayehyirad Kitaw, Director of Technology at MMCY, a global talent company based in Addis Ababa. MMCY operates at the intersection of technology outsourcing and business process outsourcing, providing talent across tech and customer support. Beruh describes MMCY's journey from a purely tech-focused firm to a hybrid organisation, their use of AI agents in recruitment and talent management, and Ethiopia’s potential as a challenger among outsourcing destinations. He explores practical lessons learned from implementing AI, ethical considerations, and the changing landscape of software development careers.

Topics covered:
MMCY's hybrid approach: tech and BPO
Using AI agents in recruitment and talent management
Challenges and strategies for scaling outsourcing services
Ethical considerations in AI-driven recruitment
Ethiopia’s competitive advantages in outsourcing
The evolving role of software developers
How young Ethiopians can prepare for an AI-driven job market

About Beruh Yayehyirad Kitaw:
Beruh leads the technology division at MMCY in Ethiopia, overseeing around 200 tech specialists, including software engineers, developers, and AI engineers. With expertise in tech solutions, AI implementation, and talent management, Beruh and his team drive MMCY’s growth and innovation.

Connect with Beruh:
Website: https://mmcy.tech
LinkedIn: https://www.linkedin.com/in/beruh-yayehyirad-kitaw-71b6314/

Connect with Elvis:
Website: https://meliacred.com
LinkedIn: https://www.linkedin.com/in/elvismelia/

Find us on:
LinkedIn: https://www.linkedin.com/company/meliacred/
Instagram: https://www.instagram.com/meliacred/
X/Twitter: https://x.com/ailemsivle
TikTok: https://www.tiktok.com/@meliacred1

About this podcast:
MeliaCRED: Conversations with Elvis explores how AI and automation are reshaping work, education, and economic development, particularly in Africa. Conducted as part of Elvis's research for "The Impact of Artificial Intelligence on Global Business Services in Ghana and Rwanda" for Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) Invest for Jobs – Special initiative "Decent Work for a Just Transition."

Video Production: MinabTech for MeliaCRED.

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#africarising #GlobalBusinessServices #MeliaCRED