The Contribution of AI to Managing Commercial Performance in Moroccan Bank Branches: An Empirical Study

L'apport de l'utilisation de l'IA pour le pilotage de la performance commerciale des agences bancaires dans le contexte marocain

Maghniwi Rachid and Pr Oukassi Mustapha
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Maghniwi Rachid: UM5 - Université Mohammed V de Rabat [Agdal]
Pr Oukassi Mustapha: UM5 - Université Mohammed V de Rabat [Agdal]

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Abstract: Artificial Intelligence (AI) emerges as a transformative force in a rapidly evolving banking landscape. This groundbreaking study explores the revolutionary impact of AI on managing the commercial performance of bank branches in Morocco, a market at the forefront of digital innovation. Through a rigorous empirical analysis conducted on the country's three banking giants-Attijariwafa Bank, Banque Centrale Populaire (BCP), and Bank of Africa (BMCE)-our research unveils the mechanisms by which AI is redefining the sector's commercial and operational strategies.The study draws on a representative sample of 150 bank branches, carefully selected to reflect the diversity of the Moroccan market. Our findings, of considerable scope, highlight the significant competitive advantages offered by AI: augmented decision-making, unprecedented customer personalization, and transformed operational efficiency.Beyond the numbers, this research offers a dive into the reality of the AI revolution within Moroccan bank branches. It reveals how AI, far from being a mere technological tool, is becoming a catalyst for cultural and strategic change. Our analysis uncovers Moroccan banks' unique challenges and novel opportunities in their quest for innovation and leadership in the African market.

Date: 2024-12
New Economics Papers: this item is included in nep-afr, nep-ara and nep-pay
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Published in Revue Internationale de la Recherche Scientifique, 2024, 2 (6), ⟨10.5281/zenodo.14599201⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04894491

DOI: 10.5281/zenodo.14599201

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