Rabat – A new study by Morocco’s High Authority for Audiovisual Communication has revealed that most Moroccan professionals in the AV sector are aware of, but are unprepared for, the ongoing revolution in Artificial Intelligence (AI) technology.
The new study detailed the vast impact AI will have on the creative industry, with the Moroccan authority headlining that 67% of AV,creative and marketing professionals who responded to the study indicate they are unprepared to rapidly adapt to the new technology.
The study, titled “Artificial Intelligence and audiovisual and digital production in Morocco: The effects of a technological upheaval,” details the far-reaching impact AI is expected to have on various sectors of the Moroccan economy.. It also outlines the degree to which Moroccan professionals are adapting to it.
The study reveals a dualistic stance by many Moroccans; while they recognize the disruptive nature of the technology with a sense of optimism, they simultaneously indicate they need more time to understand and integrate the technology in their work.
Meanwhile, the study calls for increased regulation to ensure the ethical use of AI in Morocco. With a focus on the AV and advertising sector, the study highlights the deep impact the generative abilities of AI technology will have on the industry.
As such, the study recommends a renewed focus on ensuring guidelines facilitate an ethical blend of human creativity with machine intelligence.
Professionals in Morocco’s audiovisual, digital and advertising sectors indicated they see the emergence of AI as an opportunity to boost productivity and precision, if done ethically. In response to the espoused opinions, the study’s authors call on Morocco’s scientific community to engage actively with the general public to build a deeper understanding of AI and its impact.
The study concludes by recommending Morocco adopt a balanced approach towards adopting AI technology, to ensure its ethical use. It calls for dialogue and engagement among industry stakeholders to produce a regulatory framework to allow the country to harness the potential of AI in a responsible manner.
Morocco was recently ranked in a 2024 Oxford Insights report as the fifth most AI-prepared country in Africa, with top officials highlighting the key role of women in the ever-growing AI revolution.
The study was produced and published by the “regulation and digital media” working group, chaired by Narjis Rerhaye, who serves as a member of the High Council for Audiovisual Communication.
