Morocco’s private equity sector is entering a period of deep strategic reflection. In a newly released report from its AMIC Watch / Insights series, the Moroccan Private Equity Association (AMIC) calls on industry players to take a hard look at their current practices and rethink the way value is created, measured, and shared—especially as the landscape evolves in response to shifting economic, social, and technological forces.
At the core of the report is a clear message: traditional value-creation models are increasingly out of step with today’s realities. To remain relevant and effective, the sector must embrace a transformation built around three central pillars—innovation, intelligence, and adaptability. Innovation is presented not as an end goal, but as a practical tool to reimagine value chains and rethink how businesses operate. Intelligence, in this context, refers to the strategic use of data, collective knowledge, and advanced technology to make more informed decisions. And transformation is seen as an ongoing process, one that requires new management reflexes and a mindset geared toward continuous evolution.
To help drive this shift, AMIC puts forward three tools designed to reshape how investment decisions are made: design thinking, prompt thinking, and strategic artificial intelligence. What these approaches share is a focus on human insight, anticipation, and creativity. Design thinking emphasizes user-centered business models that align more closely with real-world needs. Prompt thinking, drawing inspiration from conversational AI, fosters new forms of collaborative thinking and problem-solving. Strategic AI, meanwhile, opens up new possibilities for analysis, optimization, and scenario planning, all aimed at helping investors make sharper, more responsible choices.
The goal is clear: private equity in Morocco must become more agile without compromising on financial rigor. That means adopting more inclusive and sustainable investment practices that better reflect the ambitions laid out in the country’s Vision 2035 roadmap. This national strategy envisions a more equitable, greener, and competitive economy—and private equity, as a key lever of economic financing, has a critical role to play.
Far from being a theoretical exercise, the AMIC report offers actionable insights. It challenges the industry to reconsider how value is defined—not only in financial terms but also in social and environmental impact. And it encourages collaboration between investors, entrepreneurs, and local communities to ensure that this transformation is both grounded and far-reaching.
