By: Mathias Hangala
Joel Tiago, founder and owner of Artificial Intelligence Service Optimisation for Development (AISOD), recently sat down with The Villager to share his journey into the artificial intelligence (AI) business.
Born to refugee parents in Okakarara, Tiago’s family later moved to Osire Refugee Camp in the Otjozondjupa Region where he began his education at Osire Primary School, from 2000 to 2008.
He then attended Jacob Marenga Secondary School in Windhoek and completed his senior secondary education at Khomas High School between 2010 and 2011.
Reflecting on his early life, Tiago described the hardships he endured in pursuit of education.
“You had to walk. Sometimes my brothers would arrange for us to get transport, but inconsistently. Maybe for three months, and then the money would run out, and you had to find another way. As a refugee, survival depends on what you do daily,” he said.
Despite these challenges, Tiago remained motivated by his father’s belief that education was the only way out of poverty.
It was during his time at Jacob Marenga and Khomas High School that his passion for technology developed, despite limited access to advanced infrastructure.
“For me, everything was in books, far from reality. Coming to Windhoek, I could finally see things with my own eyes. But the challenges were still there. We walked to school while others arrived in nice cars,” he explained.
Driven by this passion, Tiago founded Tiago Investments in 2012, where he sold various products in Namibia and Angola.
He later pursued a Diploma in Social Media Marketing and Communications at Gregorio Semedo University, followed by a Diploma in English Language and Literature at Utanga University in Angola in 2015.
His motivation received a boost in 2016 when he won the Future Africa Leaders Award, receiving US$10,000 in recognition of his involvement in youth development initiatives.
This achievement led him to co-found YorTech Solutions in 2017, where he gained experience in digital marketing, website development, and other IT-related business skills. He then founded Mundo WeConnect 2018, a software and e-business venture, while enrolling at Associação Internacional de Educação Continuada (AIEC) in Brazil to pursue a degree in Systems Analysis and Development.
In 2020, Tiago began working with AI-driven tools, generating code using FlutterFlow, a drag-and-drop platform that later integrated AI features.
He further strengthened his skills through online training in mobile app development.
Between 2021 and 2022, he worked with the International School of Ministry in Nigeria, gaining experience in backend technologies, including transitioning from Firebase to Supabase and other systems.
This experience culminated in the official founding of AISOD in 2023, a company focused on AI services. The company currently employs 15 people: five permanent staff members, four interns, and six collaborators based in India, South Africa, and Botswana.
Tiago believes that the rise of AI is not inherently negative, but warns that those who fail to adapt risk becoming irrelevant.
“Having qualifications is no longer enough. Just like computer skills became essential, AI skills are now becoming a requirement.
Without them, your expertise may lose value,” he said while sharing that it is part of his company policy for continued learning and adaptation.
He also emphasised the importance of data ownership, pointing out that while many companies focus on data protection, few are actively collecting data and in turn creating opportunities for entrepreneurs in Namibia.
“We all have to survive. And the only way for Africa to survive is through education, building our own systems, and owning them. That’s where AI comes in,” he stated.
In closing, Tiago made mention of his company’s contribution to job creation, encouraging the public not to rely solely on government employment. He noted that AI offers opportunities for individuals to create their own jobs and employ others.
