This research investigates Moroccan consumers' attitudes and readiness to embrace AI-powered Customer Relationship Management (CRM) and assistance systems, within the context of their unique cultural and technological landscape. Utilizing a cross-sectional survey approach with a diverse sample of 4,614 respondents, this study examines factors influencing AI adoption, including cultural dimensions, technological infrastructure, trust, and concerns. The findings inform businesses operating in Morocco, contribute to theoretical knowledge on technology adoption, and offer insights into AI adoption in diverse cultural settings. Read more: https://www.sciencedirect.com/science/article/pii/S1877050924010809

This paper explores critical operational obstacles in marketing distribution as identified by industry leaders and examines potential artificial intelligence (AI) solutions to address these challenges. Through qualitative interviews with five senior managers from prominent firms attending GITEX Africa 2024, we uncovered recurring distribution obstacles and mapped these against emerging AI capabilities. Using thematic analysis, we identified five major distribution constraints: supply chain bottlenecks, unpredictable demand fluctuations, personalization challenges, delayed market responsiveness, and ethics/trust concerns. Our findings suggest that while AI offers promising solutions, implementation requires careful consideration of both technological and human factors. This study contributes practical insights for marketing professionals seeking to leverage AI technologies while navigating the complex distribution landscape. full text : https://ieeexplore.ieee.org/document/11122734/

   The present paper delves into the ethical implications of AI assistants on the online advertisement industry. It argues that the ascent of AI assistants fosters an unethical dismantling of classic content websites, resulting in diminished user traffic and engagement. Furthermore, it highlights the ethical concerns surrounding content ownership and attribution, as AI assistants bypass traditional channels and provide information without due recognition. The exploration of these issues seeks to shed light on the intricate relationship between AI assistants and the online advertisement industry, urging stakeholders to consider ethical frameworks that promote fairness, transparency, and sustainability within this evolving landscape. https://doi.org/10.1201/9781998511235-2 

Abstract COVID-19 and its global crisis information management were a good slide and coverslip to help observe and study the contributions and influences of internet’s social media applications and their embedded or codependent AI systems in the case of pandemics and global crisis, medias that gained the ability to be powerful information and general opinion rudders that can, dangerously enough, be held by anyone in times of crisis. This chapter presents a novel analysis of the role of AI and social media in crisis management during the COVID-19 pandemic. It provides valuable insights into the potential benefits and challenges of using these technologies to facilitate communication and the flow of information during a crisis, as well as the ethical and societal implications of their use. https://link.springer.com/chapter/10.1007/978-3-031-33183-1_14

  The paper presents a comprehensive analysis of collaborative decision-making strategies in management education, drawing on insights from students, professors, and company managers. Through a structured survey, it examines the effectiveness of various methodologies, including Project-Based Learning, Online Collaborative Platforms, Case-Based Learning, Simulations and Business Games. The findings reveal a consensus on the significance of practical approaches in skill development, alongside the importance of ethical considerations and technological integration. The study underscores the universal relevance of certain methodologies while highlighting nuanced preferences across stakeholder groups. Moreover, it identifies key challenges such as resource constraints and engagement issues, offering valuable insights for the refinement of collaborative decision-making frameworks in management education, particularly in the context of Morocco. Read more on : https://www.taylorfrancis.com/...

This paper presents a quantitative research approach to identify the shared traits of LinkedIn sexual harassers, with the aim of developing more potent AI models that can accurately detect and prevent sexual harassment on the platform. A questionnaire was used to gather data from 479 victims of sexual harassment on LinkedIn, and the data were analyzed using descriptive and inferential statistics. The findings reveal specific linguistic patterns and key factors that can inform the development of more effective AI models, such as the types of harassment, the tones of the harassers, the frequency and duration of the harassing messages, the reactions of the victims, and the imbalance of power between the perpetrator and the victim. Read more : https://www.taylorfrancis.com/chapters/edit/10.1201/9781003393061-12/identifying-behaviors-characteristics-social-media-sexual-harassers-linkedin-ai-nlp-purposes-karim-darban-smail-kabbaj

This paper explores the transition of Moroccan students from French-speaking to English-speaking destinations and programs for studying abroad. The study uses a combination of quantitative and qualitative research methods to identify trends and patterns in destination preference over time and to gather in-depth information on how and why students choose specific countries for their study abroad programs. The quantitative research findings reveal a significant shift in destination preferences for Moroccan students from French-speaking countries to English-speaking countries over the past few years, while the qualitative research findings provide insights into the motivations and priorities of Moroccan students seeking to study abroad. The findings of this study provide valuable insights and added value for practitioners, especially universities and governments seeking to attract international students from North Africa. Introduction Maghrebian North Africa is a region that is characteri...

I was very glad to be invited by Times Higher Education to talk in the prestigious Global Sustainable Development Congress, next to some leading experts shaping the future of AI and education.  Alongside Prof. Christopher Chao vice-president of The Hong Kong Polytechnic University and Prof. Heng WANG Associate Dean of Singapore Management University, we engaged in a rich discussion during the session titled “AI Ethics and Governance: Navigating the Path to Responsible Innovation to Achieve SDGs”, moderated by Prof. Sirin Karadeniz Oran Adviser to the President of Doğuş Üniversitesi.

  I was very happy that Minister Ryad Mezzour accepted my invitation and dedicated an entire session to engage with students, answering their questions with candor and insight during my last guest lecture of the academic year 2024-25.

I had the honor of participating in the Mali Leadership Academy, organized by the Mohammed VI Polytechnic University (UM6P) from May 12 to 17.  This immersive experience brought together academic and professional profiles from across Africa around key themes such as transformational leadership, inclusive governance, and innovation for sustainable development.

I was truly delighted to visit UCAM Universidad Católica San Antonio de Murcia last week, where I reconnected with friends and had the opportunity to meet curious and engaged students while guest lecturing on AI and its impact on education, society, economy...   Many thanks to Pablo Salvador Blesa Aledo, Prof. María Méndez Rocasolano, María Fernández Bo, Lonneke Meijer, and Cristina García for the warm welcome, looking forward to seeing you again soon!

I am deeply grateful to Karim Bernoussi CEO of INTELCIA for accepting my invitation to deliver a guest lecture to my Master’s students at ENCG Casablanca. Sharing his personal journey and the success story of Intelcia—one of Morocco’s largest companies, creating employment not only in Morocco but across 19 countries—was highly insightful and inspiring for my students. This year has been particularly rewarding for me, as I had the honor of hosting several prominent Moroccan figures and distinguished scholars from around the world to contribute to my courses. As my ongoing research highlights, education in the age of artificial intelligence must evolve to become more creative and experiential—designed to spark hope and inspiration. In a world where passive learning is no longer the exclusive domain of professors, we must strive to cultivate meaningful human experiences that truly engage students.

I was thrilled to have Ana Arromba Dinis, Ph.D. form Instituto Politécnico do Cávado e do Ave as a guest lecturer last week, where she led three insightful sessions with my students across different groups.   They had the valuable opportunity to deepen their understanding of how taxation is reshaping our world, and how green taxation can serve as a powerful tool for sustainable governance in building a better future for our societies.  

I was extremely proud to meet our incarcerated students in person and to be invited by the DGAPR (General Delegation for Penitentiary Administration and Reintegration) to serve on the scientific committee and as a panelist for the 14th edition of Universities in Prisons. Under the esteemed patronage of His Majesty the King. has Held at the Ain Sebaa 2 Correctional Facility on March 25–26, 2025, and themed "Artificial Intelligence: Smart Bridges for Rehabilitation and Reintegration," the event provided a platform to share the latest advancements in AI and explore how these innovations could transform the lives of incarcerated students who might not typically encounter such insights. It was truly inspiring to witness the dedication of these students, who invest all their efforts into studying and learning, reflecting a remarkable commitment to personal growth and reintegration.

I was honored and humbled to have Mr Moncef Belkhayat as the final lecturer for my students and their class Montor (Parrain). He concluded five years of courses with grace and impact, sharing powerful advices and inspiring stories with the Marketing students of ENCG Casablanca.   This is another chance for me to thank all my guest lecturers for this semester, Guest-lecturing from outside academia is a fascinating concept that helps students see different perspectives and learn alternative approaches to doing things. It's what inspired me to aspire to become a professor.

I was happy to share some thoughts with the students of FSJES AINSEBAA Université Hassan II on how answering the question "where will AI lead us?" depends not only on technical and scientific facts about AI's potential, but also on decisions emerging from the power struggles between political and tech business leaders.

  I was happy to share a few thoughts and insights from academia with Moroccan companies on the governance of Artificial Intelligence during the Digital Now 2024 event last week.

Ce cours explore l'évolution des pratiques commerciales, passant d'un marketing transactionnel centré sur les produits à un marketing relationnel axé sur la fidélisation et la satisfaction client. Il couvre trois dimensions principales du CRM : stratégique, visant à maximiser la valeur à vie du client (CLV) en centrant l'entreprise sur ses besoins ; opérationnel, optimisant les processus via l'automatisation ; et analytique, exploitant les données pour mieux comprendre et anticiper les comportements clients. Cette approche holistique met en avant la création de relations durables et profitables grâce à des outils modernes et une transformation culturelle orientée client. Download PDF

  After years of strained relations between France and Morocco, President Emmanuel Macron’s state visit to the North African kingdom on October 28-30 was a significant diplomatic milestone. While Macron’s public address to Morocco’s parliament garnered widespread attention as he reiterated France’s recognition of Morocco’s sovereignty over the Sahara, a closer examination of the visit reveals a series of subtle gestures that reflect not just shuttle diplomacy on Macron’s part but rather underscore the depth of the countries’ historical ties and an acknowledgment of Morocco’s leadership and an appreciation of Macron’s efforts to forge a new, strengthened partnership.