AI in Francophone Africa: Morocco and Tunisia, Two Contrasting Models for a Digital Revolution

Sarah Makraz, Wadi Tahri

This comprehensive study examines the differentiated trajectories of artificial intelligence technology integration in Moroccan and Tunisian businesses and contributes to the literature on emerging technology diffusion in developing countries by proposing an integrated analysis framework combining technical, organizational, and environmental factors.
The methodological approach combines an exhaustive literature review with qualitative research based on sixteen semi-structured interviews conducted with economic decision-makers from both countries.
The results reveal marked contrasts between the two countries. In Tunisia, technological innovation emerges primarily from dynamic startups and SMEs, particularly in three strategic sectors: agriculture (10% of GDP), tourism (10% of GDP), and manufacturing (16% of GDP). These actors favor lightweight, targeted solutions with a strong culture of experimentation.
Conversely, Morocco presents a more institutional approach, aligned with its national "Morocco Digital 2030" strategy. Large industrial and financial groups dominate technological adoption, particularly in agriculture (12- 15% of GDP), tourism (7-10% of GDP), and the automotive industry (5-6% of GDP). The telecommunications and banking sectors play a pioneering role, supported by structured public-private partnerships