Casablanca – Moroccan media researcher Maria Abdali has earned her PhD in communication and media after defending a dissertation that examines how artificial intelligence reshapes journalism and communication professions in Morocco during the 21st century.
In an exclusive interview with Morocco World News (MWN), Abdali said the subject emerged from “the need to open new horizons for academic research related to digital transformation, the future of media professions, and the ethics of artificial intelligence within the Moroccan context.”
The thesis, completed at Ibn Tofail University as part of the doctoral program in journalism and modern media, was supervised by Mhammed Hamouche. The jury awarded Abdali her doctorate with highest honors, along with commendation and a recommendation for publication.
Her dissertation scrutinizes the role of AI in media and communication in Morocco through a field survey targeting Moroccan media professionals across different sectors. Rather than treating AI as a purely technical phenomenon, the research connects it to newsroom practices and the socio-professional shifts taking place within Moroccan media institutions.
It also explores how journalists and communication professionals adopt generative AI tools and how this shapes their view of the profession’s future.
She linked that choice directly to her years in the field, where she worked as a journalist for several national and international media outlets before moving into a role as a media specialist at the Islamic World Educational, Scientific and Cultural Organization (ICESCO).
That blend of professional and academic experience informs the direction of the research. “My work does not stop at a purely technological reading of artificial intelligence,” Abdali told MWN.
“It fits into a wider reflection on the evolution of professional practices, ethical stakes, the new skills required, and the future of journalism in an increasingly automated media environment.”
The study surveyed Moroccan journalists, communication professionals, and public relations practitioners from different sectors. It looked at how widely generative AI tools are being used and what this reveals about how professionals see the future of their work.
AI gap in media
One of the study’s most striking findings was a disconnect between awareness and actual newsroom integration. “Artificial intelligence is now widely known in the Moroccan media environment, but this knowledge does not automatically translate into deep and structured professional use,” Abdali explained.
She noted that while almost all surveyed professionals were familiar with AI, many struggled to distinguish between general AI and generative AI. “In many cases, the knowledge remains general or superficial,” she said, adding that this directly shapes the way these tools are applied in day-to-day editorial and communication work.
The research also found that AI knowledge often comes from websites and social media rather than formal academic channels. Professionals who had received structured training demonstrated broader uses of the tools, stronger ethical awareness, and, in Abdali’s words, “a more balanced vision of the relationship between humans and machines.”
Abdali said the gap is also slowed by institutional issues. “The problem is not the absence of tools,” she said. “It is the absence of a professional ecosystem capable of framing and optimizing their use.”
Read also: State of Journalism 2026 Report Shows Rising AI Use, Growing Concerns Over Disinformation and Funding.
Among her recommendations are a national strategy for AI in media, stronger digital infrastructure within institutions, ongoing professional training, and partnerships linking universities, research centers, media companies, and technology firms.
“It is necessary to create a framework of trust that protects professionals, media institutions, and the public,” Abdali concluded. “Artificial intelligence must remain a tool in the service of humans, not a substitute that weakens the quality of information.”
Morocco World News is also on X — check out our latest posts now! Get MWN on iOS and Android for instant access to breaking news.
