In a surprising twist on the global labor stage, Morocco has surged ahead to claim the fourth spot worldwide in the adoption of artificial intelligence by professionals, according to a 2024 study conducted by Boston Consulting Group, The Network, and the recruitment platform ReKrute. With over half of its white-collar workforce—52%—regularly using AI at work, Morocco now finds itself on equal footing with China and even ahead of major tech adopters like India and Pakistan.
This leap underscores a deeper shift in how work is being reshaped in the country. AI isn’t just being experimented with—it’s actively changing how professionals operate, with generative tools and intelligent automation becoming standard parts of the job. Far from dabbling, Moroccan professionals are making AI a part of their everyday toolkit. The study found that 44% use it for learning and research, 35% for drafting business content, and 34% in research and development—figures that all surpass the global averages, which range between 24% and 41%.
Perhaps most striking is how AI is perceived by Moroccan workers—not as a simple tool, but as a true collaborator. Nearly one in four professionals (24%) describe AI as a work partner, particularly for tasks like coding or tailoring content. Globally, only 17% of workers share that view, showing how advanced Morocco’s professional culture has become in embracing this new paradigm.
But it’s not just about adopting new tools—it’s about a broader change in mindset. As Morocco’s labor market transforms, its top talent is becoming increasingly discerning. A significant 78% of professionals feel they have strong bargaining power. And they’re not just chasing paychecks. They’re looking for job security, career growth, recognition, and—perhaps most importantly—a sense of purpose.
This value-driven approach is especially evident among younger professionals aged 21 to 30. Nearly half (46%) would turn down a job offer if the employer had a negative social impact—well above the global average of 39%. For this generation, company values aren’t just window dressing—they’re deal breakers.
The hiring process itself has become a litmus test for company culture. Thirty-nine percent of Moroccan professionals say they would reject an offer from a company that lacks an inclusive environment, compared to just 28% globally. Employers can no longer afford to keep their values vague—diversity, inclusion, employee wellbeing, and respect throughout the hiring journey are now seen as essential, not optional.
Still, Morocco’s rapid embrace of AI isn’t without its pitfalls. One glaring concern is the lack of critical scrutiny when using these tools. Only 36% of professionals regularly verify the results produced by AI—lower than the global figure of 42%. This raises important questions about the reliability of AI-driven work and the need to foster sharper critical thinking.
Even so, the general mood is one of optimism. Moroccan professionals are far less anxious about the rise of AI than their global peers—just 34% express concern, compared to 25% worldwide. This reflects a population ready not just to adapt, but to evolve.
In fact, 63% of respondents say they’re willing to reskill to stay relevant in the AI-driven economy. The challenge? There’s a lack of structured, accessible training to support that ambition. The message to public and private leaders is clear: Morocco needs bold, inclusive educational programs to convert potential into progress.
No longer trailing behind, Morocco has stepped confidently onto the frontlines of the AI revolution. The next step is to harness this momentum—while keeping a sharp eye on ethics, critical thinking, and human development. In a world racing toward enhanced intelligence, it won’t just be the smartest who thrive—but those who stay clear-eyed and prepared.
