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Tell us about the origins of AH Digital and your personal journey.
Born in France to a Moroccan family, I grew up between a European industrial culture and a deep attachment to Morocco. I worked in demanding sectors such as automotive, construction, rail and manufacturing, experiences that exposed me to a recurring challenge: many companies lose significant amounts of time because of inefficient or poorly adapted processes.
I later led several entrepreneurial ventures, which gave me a hands-on understanding of business realities, shaped by profitability requirements, financial pressures and organizational challenges.
A speech by King Mohammed VI calling on the Moroccan diaspora to contribute to the country’s development proved to be a turning point. I returned to Morocco with a clear conviction: to put my experience at the service of local businesses.
That is how AH Digital was born. We help companies integrate artificial intelligence and automation into the heart of their operations. Today, AI makes it possible to develop in just a few weeks solutions that once required months to build.
Today, everyone is talking about artificial intelligence. In practical terms, what does AH Digital offer that companies cannot simply get from ChatGPT?
Many people still equate AI with ChatGPT. But ChatGPT is only a tool. The real value lies in integrating AI into business processes.
We begin by analyzing a company’s operations, whether in sales, after-sales service, human resources, production or customer relations. The goal is to automate certain tasks, connect existing tools and leverage data in real time.
We also develop AI agents tailored to specific professions. Unlike a conventional chatbot, these agents can understand a quotation, generate documents, interact with a CRM system or detect anomalies.
Our approach is focused on designing practical solutions aligned with companies’ real-world needs.
You are based at Technopark. Does Agadir have a tech ecosystem capable of competing with Casablanca or Rabat?
Casablanca and Rabat remain Morocco’s main technology hubs. However, Agadir has considerable untapped potential. The Cité de l’Innovation Souss-Massa is helping to structure a local ecosystem through the emergence of new talent and innovative startups.
I believe Souss-Massa can become a strategic technology hub, particularly thanks to its key industries: agriculture, tourism, logistics, agri-food and fisheries. These are sectors where AI can generate rapid and tangible gains. The main challenge remains strengthening connections between startups, businesses and investors.
As a startup, what has the Cité de l’Innovation Souss-Massa ecosystem brought you?
When I launched my AI agency, I quickly realized that many companies still did not fully understand what AI could do for them. As I explored the market, I built relationships with institutions such as the Cité de l’Innovation and the Chamber of Commerce, which were already organizing discussions around AI adoption in business.
Through these connections, I developed a training program focused on AI automation and the creation of AI agents, which was very well received. I also built a strong relationship with Technopark. Its director was particularly supportive, helping me expand my network and enabling me to participate in international events such as VivaTech in Paris.
I see these institutions as essential pillars of the ecosystem. At the same time, startups must take the initiative and reach out. Opportunities exist, but it is up to entrepreneurs to seize them.
Many Moroccan SMEs have been talking about digital transformation for years without truly making the leap. What is still holding them back: cost, corporate culture, lack of skills or fear of change?
It is a combination of all four factors, but in my view, fear of change remains the biggest obstacle.
Many business leaders still perceive digitalization as a cost when it has become a matter of competitiveness. The shortage of skills is another major barrier.
Many companies also confuse having a digital presence with digital transformation. True transformation begins with internal processes, data management and productivity.
Our role is to support this transition with concrete, measurable solutions that deliver a rapid return on investment.
Automation promises productivity gains, but it also raises concerns about jobs. When you automate certain tasks for a client, does that lead to job cuts?
In most cases, automation transforms jobs rather than eliminating them.
The primary objective is to take over repetitive, low-value-added tasks such as manual data entry, routine follow-ups, copy-pasting and time-consuming administrative work.
This allows teams to focus on higher-value activities such as customer relations, analysis and decision-making.
Can you tell us about a concrete case where AI helped a Moroccan company avoid financial losses?
In industry and maintenance, many financial losses stem from unexpected shutdowns or issues detected too late.
We worked with a Moroccan industrial company facing disruptions in several critical operations. We implemented an automated data analysis system capable of detecting abnormal behavior in real time.
As a result, several critical incidents were identified and addressed before they could trigger costly shutdowns or major operational losses.
Many AI agencies are emerging in Morocco. How can one distinguish genuine expertise from a passing trend?
The term “AI” is now widely used as a marketing buzzword. However, genuine expertise becomes apparent very quickly.
A serious AI agency must understand its client’s business, master operational processes and demonstrate a tangible return on investment.
AI expertise also requires a solid command of infrastructure, data management and industry-specific challenges. What differentiates AH Digital is precisely this combination of hands-on industrial experience and technological expertise.
Which AI applications seem most promising for the Souss-Massa economy today?
In agriculture, AI can optimize irrigation and improve yields. In fisheries, it can enhance logistics and maintenance operations. In tourism, it can support multilingual virtual assistants and improve customer service.
Souss-Massa is home to industries where artificial intelligence can deliver a direct economic impact in the short term.
Are Moroccan companies sufficiently prepared for the sensitive issues linked to AI?
Not yet, to be honest.
Many companies are still discovering AI without fully understanding the implications for data protection and cybersecurity. From the outset, we integrate issues such as data security, access management, hosting and regulatory compliance into our projects.
Poorly implemented AI systems can expose companies to significant risks, particularly in terms of security.
You regularly take part in AI and automation events at Technopark. Do you feel there is real interest among Moroccan entrepreneurs, or is there still more curiosity than action?
We are witnessing a real shift.
A year ago, many participants attended out of curiosity. Today, companies come with concrete questions: how to automate processes, save time, reduce costs and remain competitive.
Business leaders have understood that AI is no longer a futuristic technology reserved for large corporations. It is becoming increasingly accessible to SMEs, and the move from interest to implementation is accelerating.
By 2030, how do you envision the AI transformation of Moroccan companies?
By 2030, AI will be as indispensable as the internet is today.
Companies that successfully integrate automation, AI agents, data analytics, intelligent systems and advanced cybersecurity will enjoy a significant competitive advantage.
Morocco currently has a genuine window of opportunity. The country can rely on a talented youth population, a national vision focused on digital transformation and a strategic position between Africa, Europe and the Middle East.
Morocco has all the ingredients needed to become a major technological player on the African continent.
At AH Digital, we aim to contribute to this momentum by developing practical, useful solutions tailored to local realities.
