The role of artificial intelligence in companies’ marketing strategies: an exploratory study amongst marketing professionals in Morocco

Abstract

Advances in artificial intelligence (AI) have radically transformed the dynamics of today’s business world. One of the most significant applications of AI lies in the field of marketing. This paper aims to determine the influence of AI on marketing from the perspective of Moroccan experts. To this end, an in-depth literature review was conducted, which provided a solid understanding of AI and its use in the field of marketing. Subsequently, we opted for semi-structured interviews with marketing professionals from 10 Moroccan companies. The results of the study highlight the factors influencing the integration of AI within the organisations surveyed, the benefits and barriers to integrating AI into marketing, as well as pre- and post-AI marketing strategies, whilst naturally taking into account ethical considerations and the use of AI by these organisations.

Keywords: Marketing, artificial intelligence, qualitative approach, exploratory study, Morocco.

Received Date: June 19, 2026

Accepted Date: July 10, 2026

Published Date: August 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/918