Artificial intelligence is reshaping businesses and economic models at an unprecedented pace. To better understand this transformation, KPMG Advisory Morocco hosted IA Insight Day on February 25 at the Four Seasons in Casablanca—a morning dedicated to exploring real-world applications and strategic challenges of AI in the corporate world.
The event brought together around a hundred professionals, led by Tarik Smires, Partner Lead Advisory at KPMG Morocco, Jihane Kabbaj, Senior Manager Lead Tech Advisory, and Axel De Goursac, AI Lead Partner at KPMG France. Rather than engaging in theoretical discussions about the future of AI, the focus was on tangible case studies demonstrating how businesses are integrating artificial intelligence into their operations.
In the banking sector, AI is being used to optimize credit analysis, helping anticipate risks and speed up processing times. In retail, it enables real-time identification of customer complaints, improving overall satisfaction. Meanwhile, in telecoms, a collaboration between Inwi and Cleverlytics has led to the development of speech recognition algorithms capable of processing Darija (Moroccan Arabic), significantly enhancing customer service operations.
The morning featured two key panel discussions. The first, with representatives from Attijariwafa Bank, OCP, Microsoft, and Inwi, examined the operational and regulatory challenges surrounding AI adoption. While all agreed on AI’s potential as a powerful productivity tool, they emphasized that its successful implementation requires a fundamental rethinking of business processes and upskilling of employees. The second panel, focusing on the broader tech ecosystem, featured insights from Cleverlytics, AIOX Labs, and Value. Experts shared their experiences with machine learning, generative AI, and data management, shedding light on best practices and emerging trends.
A recurring question throughout the discussions was: How can AI be responsibly integrated without dehumanizing work? Rather than fearing that machines will replace humans entirely, panelists stressed the importance of complementarity between artificial and human intelligence. The key lies in a gradual approach—one that prioritizes training, support, and the adaptation of roles within organizations to ensure AI serves as an enabler rather than a disruptor.
