THE DETERMINANTS OF THE ADOPTION OF ARTIFICIAL INTELLIGENCE BY MOROCCAN ENTREPRENEURS

As Bill Gates has pointed out, "artificial intelligence may be the technology that will most change the global economy". This paper explores the key role of artificial intelligence (AI) in digital entrepreneurship, with a particular focus on entrepreneurs. In this respect, Elon Musk stated that "artificial intelligence is a fundamental risk to the existence of human civilisation". AI is emerging as a significant performance driver and source of differentiation for these entrepreneurs, offering them innovative tools to optimise their operations, improve their decision-making and better respond to changing market needs. We will look at how selfentrepreneurs are using AI in various functional areas of their business, such as marketing, operations and financial management, to increase their operational efficiency and competitiveness. As Sundar Pichai observed, "Artificial intelligence is one of the most important areas to work in. It's deeper than most things people do with their lives". In addition, we will analyse the artificial intelligence factors adopted by entrepreneurs.This study will adopt a quantitative methodology, involving the collection of data using a structured questionnaire distributed to a representative sample of entrepreneurs active in the field of digital entrepreneurship. The data will be analysed using appropriate statistical techniques to identify relationships between the determinants of AI and its adoption by digital entrepreneurs. By exploring these aspects, this paper will contribute to a better understanding of how AI acts as a digital entrepreneurship driver for entrepreneurs, boosting performance and creating crucial differentiation opportunities in an ever-changing business landscape