Marrakech – Morocco’s digital transition has reached record levels, but the country’s latest national ICT survey shows that artificial intelligence remains unfamiliar to a majority of citizens.
According to the 2024-2025 survey conducted by the National Telecommunications Regulatory Agency (ANRT), 61.4% of Moroccans say they do not know what AI is, even as the technology gains rapid traction among the digitally active population.
The study, conducted between January 14 and February 14, 2025, surveyed 5,760 households and 5,760 individuals aged five and above. The survey covered both urban and rural areas, with 3,840 urban and 1,920 rural participants, respectively.
The report notes that four in ten respondents now claim familiarity with artificial intelligence, with usage rising sharply in urban areas where nearly one in three residents interacted with at least one AI tool or application in 2024.
This represents an increase of more than 1.2 million new AI users in a single year, a pace that illustrates how quickly generative technologies are entering daily life despite the persistent awareness gap.
The findings show that AI has moved beyond novelty and into practical usage. Among those who used AI tools, more than 83% reported satisfaction with their experience.
Trust is widespread, yet nuanced: almost 99% of people familiar with AI consider it beneficial, though women remain more cautious, with 40% describing AI as beneficial “with reservations,” compared to 25% among men.
The perception of AI’s strategic significance is also strong. Over 83% believe artificial intelligence will intensify competition between states, nearly 79% think it will push scientific research beyond current limits, and more than 76% say AI is capable of generating full texts independently.
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ChatGPT’s position is particularly notable: almost three in five users verify the information the system provides, a sign of growing digital literacy and an emerging culture of verification among Moroccan users.
The rapid rise of AI coincides with broader digital expansion. Morocco now counts 31.5 million Internet users, 30.7 million smartphone holders, and mobile coverage approaching 97% nationwide.
Between 2019 and 2024 alone, the country added more than seven million Internet users, nearly seven million new smartphone owners, and close to two million newly equipped households.
These shifts reflect a population that increasingly relies on digital platforms for communication, information, learning, and entertainment, creating fertile ground for AI adoption.
Behavioral changes are equally significant. Half of Moroccans check their smartphones at least every 30 minutes, and daily Internet use has reached 93% of all Internet users.
Social media has become near-universal, with usage reaching 98% and growing by eight million users since 2019.
E-commerce is following the same trajectory. The number of online buyers has grown by 65% since 2019, with home delivery remaining the dominant method at nearly 90% of transactions, while digital payments continue to expand but still trail behind cash on delivery.
The ANRT report paints a picture of a country where digital habits are maturing quickly, and where AI – despite low general awareness – is quietly embedding itself in daily routines. The divide between awareness and usage suggests that Moroccans increasingly benefit from AI features integrated into apps and services without necessarily labeling them as “AI.”
At the same time, the survey provides Morocco with its first detailed national baseline on how citizens perceive, understand, and use artificial intelligence, offering policymakers a rare opportunity to design AI strategies grounded in real behavioral data rather than assumptions.
