Digitalization And Artificial Intelligence As Levers For Marketing–Supply Chain Synchronization: Impact On The Performance Of Moroccan SMEs

Oussama Raqiq, Hafsa Lechheb, Firdaousse Bounassi, Fouad Naoui

Digital transformation and the rise of artificial intelligence are redefining how companies integrate their marketing and supply chain functions. This article analyzes the contributions of these technologies to crossfunctional synchronization, highlighting their role in visibility, responsiveness, and collaboration. It proposes a conceptual framework linking technological innovation, organizational integration, and overall performance, with a focus on Moroccan SMEs.