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Join on Telegram Rabat – The world is gearing up for the giant tech event, GITEX, which is coming up with its GITEX Global edition from October 13-17 in Dubai.
GITEX this year is taking its venue to the Dubai World Trade Centre, where several themes will be discussed, including Artificial Intelligence (AI).
AI is now making its commitment true and is re-shaping the world at all levels, as it is now rapidly moving from labs to large-scale applications.
Taking center of global conversations, AI now moves forward with not only assisting in cloud computing and medical surgeries, but is also transforming how work is done across the world.
Alongside the many opportunities it is bringing, AI has also sparked fears about disruption, including threats to job creation.
Morocco World News (MWN), which is partnering with GITEX Global to cover the event, posed several questions about AI, its opportunities, and risks in an interview with Gautier Lavigne, Chief Revenue Officer at ZIWO.
ZIWO exhibited at GITEX 2024 and GITEX 2025. It will also be present at Gitex Global.
The company, which is headquartered in Dubai, expanded to Morocco with an office in Casablanca in 2024, as part of its mission to reinvent how businesses connect with their customers through the cloud.
From its Casablanca office, it serves over 20 customers, including KFC, MCI Maroc, TRT Broker, as well as Mubawab. It is recognized among the UAE Future 100 and is now home to 140 talents in four offices stretching across the Middle East and North Africa.
The Future 100 initiative was launched by the Emirati Ministries of Economy and State for Government. The initiative lists and supports startups that contribute to the country’s economic sectors. Its goal is to encourage investment and strengthen the startup ecosystem.
“Instead of juggling multiple tools, we offer one platform, where calls, WhatsApp, and virtual conversations all come together fully integrated with the company’s CRM,” Lavigne said.
“We’ve brought real innovation with Cloud SIP in partnership with Orange, and we also work closely with AWS to power our solutions,” the Chief Revenue Officer at ZIWO told MWN.
The company, of course, is embracing the highest tech, including AI, integrating it to deliver call summaries, sentiment analysis, and automation to unlock powerful insights and save time for managers and agendas.
ZIWO’s insights on AI
ZIWO also integrates AI by using Voice AI to handle real conversations in Arabic and English as well as to automate routine calls, and free human agents to focus on high-value interactions, Lavinge added.
“Together, they bring efficiency, intelligence, and scale to customer service,” he said.
For Lavigne, AI should focus on simple, repetitive tasks without complexity.”
However, he acknowledged how AI will not be able to replace the humanized aspect, as there are aspects that require human empathy.
“If you need to discuss a sensitive issue with your bank, that requires human empathy,” he said, adding that ZIWO’s goal is to help agents work on complex and interesting tasks while AI takes care of the repetitive ones.
“This way, technology empowers people rather than replaces them,” he explained.
Learning and taking any initiative step by step is crucial for companies and individuals seeking to embrace AI and minimize its risks, he emphasized.
“Begin with simple, low-risk use cases and expand as confidence grows,” he said, emphasizing the importance of training employees as well as transparency and focus on real business outcomes to minimize risks and maximize benefits.
A study from the Organisation for Economic Co-operation and Development (OECD) in 2023 said that more than a quarter of jobs in its member countries rely on skills that could be easily automated.
The organization expressed concerns about the increasing automation that could lead to loss of jobs for human workers, with Eastern European countries being the most exposed to this danger.
The organization acknowledged that AI has not had a significant impact on jobs so far, but that could be due to the AI revolution being in its early stages.
A similar survey carried out last year by the same organization showed that three in five workers fear that they could lose their jobs to AI in the next 10 years.
GITEX fever
Sharing excitement over ZIWO’s participation and presence at GITEX Global, he described the tech event as a hub where GCC and the world come together.
This, for Lavigne, makes GITEX a unique platform.
“This year, the spotlight is on AI. Many companies are still running proof of concept, but what I want to see is AI in production, delivering real impact,” he told MWN.
The company’s goal is to demonstrate ZIWO’s Voice AI and AI solutions, designed with a “high level of Arabic”
“We believe they can be a game changer for companies across MENA.”
Lavigne also aspires to see GITEX moving to Expo City in Dubai next year. Alongside AI, GITEX Global is bringing international and local speakers to tackle different themes, including Data centers, biotech, and cybersecurity.
It will also serve as a hub for AI training that will be certified, workshops, and lectures, among other activities.
Vision on Africa and beyond
Lavigne has also shared how ZIWO’s ambition is to strengthen its presence in Africa, a market that is rapidly shifting from legacy systems to the cloud.
“Companies want agility, cost efficiency, and seamless tools like WhatsApp and CRM, but above all, they want to deliver better customer experiences,” Lavigne said.
ZIWO’s Chief Revenue Officer also highlighted how it would be beneficial to include AI in Arabic and other local dialects, which could contribute to cloud adoption and its acceleration even faster.
He said that ZIWO’s mission is to provide solid and secure solutions to contribute to business transformation.
“AI will reshape customer interactions everywhere, but in the MENA the real challenge is language. It’s easier to build AI for English, harder in Arabic, and even more complex in Darija,” he argued.
He stressed how AI should be trained to understand and speak Darija to deliver value in countries like Morocco.
“Localization will be the decisive factor, making AI not just powerful but relevant and human,” he said.
Beyond insights, Lavigne also shared the key to exploiting digital and AI solutions successfully.
For him, empowering teams is crucial, allowing the embrace of AI to handle repetitive tasks.
“Make sure your solutions speak the language of your customers, even Daria.”
He also extended his company’s help, vowing that it is ready and motivated to help Moroccan businesses turn opportunities into real customer value.
