Morocco positions itself as AI-driven hub for customer experience outsourcing

Tuesday 07 - 10:40

By: Dakir Madiha

Morocco positions itself as AI-driven hub for customer experience outsourcing

Africa’s customer experience and outsourcing industry is entering a period of rapid transformation as artificial intelligence reshapes how services are delivered and managed.

At GITEX Africa 2026 in Marrakech, industry leaders are shifting focus away from traditional call center models toward AI-powered operations that integrate data, automation, and human expertise. Concentrix is among the firms outlining how this transition is unfolding across the continent.

Redouane Mabchour, who leads the company’s operations in Morocco, said the sector is undergoing a deep structural change. Customer experience services are no longer limited to handling interactions. They now play a central role in business transformation, driven by artificial intelligence and advanced data systems.

Companies are redesigning workflows to combine automation with human input. This approach allows businesses to improve efficiency while maintaining service quality. It also shifts the role of employees toward higher-value tasks such as system supervision, exception management, and AI training.

The scale of the transition is significant. Africa’s business process outsourcing market reached $8.85 billion in 2025 and is expected to grow to $14.75 billion by 2033. At the same time, more than 40 percent of current tasks in the sector could be automated by 2030, forcing companies to adapt their workforce strategies.

Mabchour said many of the themes discussed at GITEX, including human and AI collaboration and operational resilience, are already in practice. He pointed to Teklabs, an internal innovation platform launched three years ago, as a space where AI solutions are tested and deployed for African markets. The focus remains on measurable results such as cost reduction, efficiency gains, and improved customer experience.

Morocco’s national strategy aligns with this shift. The country aims to generate $10 billion in GDP from AI by 2030, create 50,000 specialized jobs, and train 200,000 graduates in relevant fields. Its outsourcing ecosystem is also evolving into a multilingual base for data processing and AI model training.

Mabchour said Morocco has strong advantages, including skilled talent, geographic proximity to Europe, and a stable business climate. He stressed that scaling execution will determine whether the country can secure a leading regional position.

Partnerships are becoming more targeted as companies look for collaborators that can support new operating models and scalable AI systems. The sector is also moving toward more structured measurement tools, including a national customer experience barometer developed with Ipsos.

Looking ahead, three trends are expected to shape the industry. AI adoption will move from pilot projects to large-scale deployment. Workforce profiles will combine technical and operational skills. Customer experience will become a core driver of business performance rather than a support function.

Africa’s outsourcing market continues to expand, but competition is shifting toward the ability to scale intelligence, develop talent, and build trust.