Moroccan SMEs and Artificial Intelligence: An Exploratory Study of Challenges and Opportunities

Authors

  • Btissam EL-KAROUNI National School of Business and Management of Oujda, University Mohammed 1st of Oujda, Morocco
  • Rachid TABAKKOUYAT Faculty of Legal, Economic and Social Sciences of Oujda, University Mohammed 1st of Oujda, Morocco
  • Youssra RAQEN Faculty of Legal, Economic and Social Sciences of Oujda, University Mohammed 1st of Oujda, Morocco

Keywords:

Artificial intelligence, Moroccan SMEs, technology adoption, digital transformation, TAM-TOE-DOI models

Abstract

Artificial intelligence (AI) is a key driver of global economic transformation. In Morocco, SMEs represent 95% of the national entrepreneurial fabric. Despite its importance, AI adoption among these structures remains marginal, and the specific drivers of this delay are under-researched. This study explores the challenges and opportunities of AI integration within Moroccan SMEs. A qualitative approach was conducted (n=18), based on semi-structured interviews with managers and analyzed via NVivo 14. The research integrates the Technology Acceptance Model (TAM), the Technology-Organization-Environment (TOE) framework, and the Diffusion of Innovation (DOI) theory. The analysis identifies a triad of barriers (informational, organizational, and cultural). The study yields a typology classifying SMEs into four profiles: Explorers, Cautious Curious, Conservatives, and Pioneers. It recommends targeted public-private support and a step-by-step integration strategy based on specific use cases to overcome the identified barriers.

Classification JEL : O33, M15, L25.

Paper type: Empirical Research

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Published

2026-04-23

Issue

Vol. 7 No. 5 (2026): May

Section

Articles

License

Copyright (c) 2026 Btissam EL-KAROUNI, Rachid TABAKKOUYAT, Youssra RAQEN

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