A Moroccan tech startup is making waves in the world of artificial intelligence. On Thursday, Sensei Prod celebrated its 10th anniversary in Casablanca by unveiling SAWT IA, a smart voice assistant entirely developed in Morocco. Marketed as a first-of-its-kind system in Moroccan Arabic, or Darija, this new tool merges the warmth of human expression with the efficiency of artificial intelligence to automate phone conversations between companies and their customers.
SAWT IA has been engineered to understand and switch between Darija, French, and several other international languages. It enables the deployment of intelligent voice agents capable of handling calls around the clock. Designed to integrate smoothly with internal business platforms like CRMs, ERPs, and other enterprise tools, the assistant can manage everything from booking appointments and providing tailored customer support to delivering real-time conversation analysis. Every call is transcribed, analyzed, and indexed for easy reference, making it a powerful solution for tracking customer interactions and retrieving information quickly.
Sara El Rhani, the founder and CEO of Sensei Prod, explained how the project evolved from earlier work in voice synthesis. Her team previously launched CastingVoixOff.ma, a pioneering text-to-speech platform tailored to Darija. That experience laid the groundwork for SAWT IA. All the machine learning that powers the system was developed in-house, and the result is an audio experience so natural that users often can’t tell they’re speaking to an AI.
El Rhani says the system is designed for any sector that relies heavily on customer interaction—from hospitality and healthcare to public administration, banking, and insurance. The assistant provides smooth, uninterrupted phone service that adapts to each organization’s specific needs.
Abdessadeq El Makkioui, a developer at Sensei Prod, elaborated on the assistant’s capabilities. According to him, SAWT IA can act as a virtual customer service agent, following scripted scenarios, understanding callers’ requests, and guiding them through various processes, such as opening a new bank account.
In tandem with this launch, the company also introduced an enhanced version of its CastingVoixOff.ma platform, a Moroccan-made voice engine aimed at media professionals. The upgraded service offers instant audio generation from text without requiring a subscription. It features a catalog of both synthetic and human voices, and actors can submit their voices for cloning, which are then licensed for future use.
With these two major developments, Sensei Prod aims to establish Morocco as a serious player in the field of intelligent voice technology. By blending innovation with emotional nuance and cultural relevance, the startup is staking its claim in an industry poised for rapid growth.
