Our Story
The Origin
AT Worthy was born from a personal experience that underscored the need to acknowledge and rate businesses' digital efforts.
The mission is to enhance the world's digital worthiness by helping organizations understand how effectively their customers enjoy a digitally enabled experience.
A customer experience became a measurement idea.
In 2017, Khaled Koubaa and his family were at a five-star hotel in Tunisia when a poor service moment led him to post a public complaint on Facebook and tag the hotel.
The hotel responded the next day, acknowledged the mistake, and invited the family to a complimentary dinner. That response changed the way he saw digital media: a customer could be heard quickly, and a business with the right digital strategy could repair trust before dissatisfaction became permanent.
The question became clear: how can we identify which establishments are genuinely investing in digital advancements that improve customer service?
From Hospitality To Worthiness
The idea expanded beyond one industry.
The project first took the name Ospitality, representing hospitality without the H and a new digital approach. It later evolved into H-AT Rating, before the team recognized that digital rating had broader implications for organizations across sectors.
2019: The Web
The corporation was formally established with an early focus on specialized content websites under the brands Abweb and later Extrem Group. This phase built practical experience in digital publishing, online visibility, audience development, and web-based information.
2023: Digital Worthiness
The focus moved beyond content and advertising toward a broader rating concept. The team began shaping a system to recognize organizations investing seriously in digital customer experience, online trust, usability, accessibility, and digital presence.
2024: AI as the Next Worthiness Frontier
Artificial intelligence became a decisive part of the AT Worthy vision. The team recognized that AI tools, vendors, and automated systems would require evaluation, safeguards, governance, and evidence before organizations could adopt them responsibly.
2025: AI Worthiness
AI Worthiness became the next major innovation: a framework for evaluating whether AI products, vendors, and systems are useful, trustworthy, governable, and appropriate for real-world adoption, under clear safeguards and defined use cases.
Why the @ symbol matters
Taking inspiration from traditional star ratings, the AT symbol represents an entity's digital worthiness. It reflects how an organization uses digital technology throughout the customer journey: before, during, and after an interaction.
Measure Your Worthiness
Individuals, organizations, and institutions increasingly depend on digital and AI systems to operate, deliver services, and make consequential decisions. AT Worthy provides independent evaluation, trusted ratings, and AI-driven analysis to assess how these systems perform, how they can be trusted, and where they require improvement.
Get Started
AT Worthy is a sponsor of the UNICODE as a Lifelong and Unique Gold Adopter of the character « @ » the Digital Rating's symbol.
AT Worthy proudly stands as a founding member of the GliaNet Alliance, joining a coalition committed to ethical technology and digital trust.