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Technology

Moroccan Professionals Unprepared for the AI Transformation: A Call for Ethical Adaptation

Thursday 14 March 2024 - 15:46

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In an era where artificial intelligence (AI) is rapidly transforming industries worldwide, a groundbreaking study by Morocco's High Authority for Audiovisual Communication has unveiled a concerning reality: most Moroccan professionals in the audiovisual (AV), creative, and marketing sectors are acutely aware of the AI revolution but remain woefully unprepared to adapt to its disruptive impact swiftly.

Titled "Artificial Intelligence and Audiovisual and Digital Production in Morocco: The Effects of Technological Upheaval," the comprehensive report delves into the profound consequences AI is poised to have on various economic sectors within the North African nation. While the findings demonstrate a dualistic stance among Moroccan professionals – recognizing AI's disruptive potential with cautious optimism yet simultaneously acknowledging the need for more time to comprehend and integrate the technology – they also underscore a pressing call for increased regulation to ensure the ethical application of AI in Morocco.

With a particular focus on the AV and advertising industries, the study highlights the profound impact AI's generative capabilities will have on these creative domains. A staggering 67% of surveyed professionals confessed to being ill-equipped to rapidly adapt to the new technological paradigm, a statistic that serves as a sobering wake-up call for the nation's workforce.

In response to this alarming trend, the study's authors advocate for a renewed emphasis on establishing guidelines that facilitate an ethical symbiosis between human creativity and machine intelligence. Recognizing the immense potential of AI to boost productivity and precision within their respective fields, Moroccan professionals in the audiovisual, digital, and advertising sectors have expressed a desire to harness the technology's capabilities ethically.

The study's recommendations echo this sentiment, urging Morocco's scientific community to engage proactively with the general public to cultivate a deeper understanding of AI's impact. Furthermore, it calls for a balanced approach toward AI adoption, fostering dialogue and collaboration among industry stakeholders to develop a robust regulatory framework that allows the country to responsibly harness the transformative potential of AI.

Notably, Morocco has already garnered international recognition for its preparedness in the AI realm, ranking as the fifth most AI-ready nation in Africa according to a 2024 Oxford Insights report. Top officials have underscored the pivotal role women will play in the burgeoning AI revolution, further emphasizing the need for a comprehensive and inclusive strategy.

As the world stands on the precipice of an AI-driven revolution, Morocco's audiovisual and creative sectors find themselves at a crossroads – a juncture where embracing the technology's potential while upholding ethical principles becomes paramount. The study's findings serve as a clarion call for collective action, catalyzing a national dialogue to ensure that Morocco emerges as a leader in the responsible adoption of AI, fostering a future where human ingenuity and machine intelligence converge harmoniously.