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

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.<p>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.</p><p>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.</p>