The evolution of Artificial Intelligence: What challenges for Moroccan startups?
Mohamed El Kotbi 
1, Malika Driouch 2, and Fatima Charef 3
1 Laboratory of Economics and Management of Organizations, Faculty of Economics and Management, Ibn Tofail University, Kenitra, Morocco.
2,3 Economics and Public Policy Laboratory, Faculty of Economics and Management, Ibn Tofail University, Kenitra, Morocco.
Corresponding author: elkotbi.mohamed9@gmail.com
DOI: 10.5281/zenodo.14789577
Between fascination and concern, artificial intelligence (AI) is attracting increasing attention from business managers in all sectors where it can be applied, be it automotive, finance, tourism, agriculture or artistic creation. Today, economic models are changing with the development of digital technology and the new technologies that derive from it, such as AI, biotechnology, robotics, big data and the Internet of Things. Indeed, the consequences of this revolution will affect how companies operate, how they organise their work, how they create jobs, their external environment and the economy as a whole. Aware of this challenge, Moroccan startups must first determine whether the necessary resources are available, whether they have been properly evaluated and whether the right questions are being asked, in order to integrate AI effectively into their growth strategy. Therefore, the objective of our research is to show to what extent AI practices are beneficial for Moroccan startups, which face many problems that affect their contribution to Moroccan economic development. In this article, we will answer the question: what are the benefits of AI practices for Moroccan startups? To answer this question, we chose an inductive mode of reasoning accompanied by an in-depth semi-directive qualitative approach, in this regard, we used an interview guide by theme on a sample size of 100 respondents based on literatures both empirical and theoretical. We focused on the particularities of Moroccan startups, the practices of AI. We then conducted a qualitative study to examine the perceptions of AI by managers of some innovative Moroccan startups. Finally, we showed the importance of the implementation of AI as an economic opportunity, while at the same time detecting the limitations and challenges it can pose to society and startups. The results received through our study show that the challenges that AI can present for startups, such as technological issues, performance, skills and profiles, constitute crucial factors for their versatile developments.
Keywords: Artificial Intelligence, Moroccan startups, managers and opportunities.
Published
2024/06/01
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Section
Research Papers
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El Kotbi, M., Driouch, M., & Charef, F. (2024). The evolution of Artificial Intelligence: What challenges for Moroccan startups?
The International Journal of Technology, Innovation, and Education,
2(2), 23–45.
https://doi.org/10.5281/zenodo.14789577
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El Kotbi, Mohamed, Malika Driouch, and Fatima Charef. 2024. “The Evolution of Artificial Intelligence: What Challenges for Moroccan Startups?”
The International Journal of Technology, Innovation, and Education 2 (2): 23–45.
https://doi.org/10.5281/zenodo.14789577.
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El Kotbi, Mohamed, et al. “The Evolution of Artificial Intelligence: What Challenges for Moroccan Startups?”
The International Journal of Technology, Innovation, and Education, vol. 2, no. 2, June 2024, pp. 23–45,
https://doi.org/10.5281/zenodo.14789577.
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[1]
M. El Kotbi, M. Driouch, and F. Charef, “The evolution of Artificial Intelligence: What challenges for Moroccan startups?,” The International Journal of Technology, Innovation, and Education, vol. 2, no. 2, pp. 23–45, Jun. 2024, doi: 10.5281/zenodo.14789577.
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El Kotbi, M., Driouch, M. and Charef, F. (2024) ‘The evolution of Artificial Intelligence: What challenges for Moroccan startups?’,
The International Journal of Technology, Innovation, and Education, 2(2), pp. 23–45. Available at:
https://doi.org/10.5281/zenodo.14789577.
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El Kotbi M, Driouch M, Charef F. The evolution of Artificial Intelligence: What challenges for Moroccan startups? The International Journal of Technology, Innovation, and Education [Internet]. 2024 Jun 1;2(2):23–45. Available from:
https://ijtie.com/v202/n45
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El Kotbi, M., Driouch, M., & Charef, F. (2024). The evolution of Artificial Intelligence: What challenges for Moroccan startups?
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Volume 2, 2024 – Issue 2 
