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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]

Author

Listed:
  • Maghniwi Rachid

    (UM5 - Université Mohammed V de Rabat [Agdal])

  • Pr Oukassi Mustapha

    (UM5 - Université Mohammed V de Rabat [Agdal])

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.

Suggested Citation

  • Maghniwi Rachid & Pr Oukassi Mustapha, 2024. "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," Post-Print hal-04894491, HAL.
    • Handle: RePEc:hal:journl:hal-04894491
    DOI: 10.5281/zenodo.14599201
    Note: View the original document on HAL open archive server: https://hal.science/hal-04894491v1
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    References listed on IDEAS

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