TRANSFORMING MOROCCAN E-COMMERCE THROUGH GENERATIVE AI: EVIDENCE FROM AN EMPIRICAL STUDY

This research investigates the potential role of generative artificial intelligence (AI) within the e-commerce industry. Generative AI is employed in a variety of applications, such as automating content creation and personalizing user experiences, which significantly improve operational efficiency and customer engagement for e-commerce companies. For example, AI-driven product recommendations tailored to individual customer preferences have been shown to increase conversion rates, while AI-powered chatbots help you keep your customers satisfied and loyal with 24/7 customer service. However, the existing academic literature tends to focus on technological capabilities of AI in developed markets, leaving a considerable gap in understanding how these technologies are implemented and perceived in emerging economies such as Morocco. This paper seeks to address how e-commerce businesses can overcome specific barriers in order to effectively harness AI. Despite the obvious benefits, several challenges stand in the way of widespread adoption of generative AI in the e-commerce landscape. These include inadequate technology infrastructure, a shortage of qualified AI professionals, and significant ethical and regulatory concerns. Issues relating to data protection, privacy and transparency of AI algorithms are particularly pressing, requiring rigorous scrutiny and strong regulation frameworks to guarantee the ethical implementation of AI. The purpose of this study lies in the need to bridge the gap between worldwide progress in AI and national implementation strategies, in order to ensure that the digital transformation is adapted to the Moroccan context, both culturally and economically. For this study, a qualitative research was conducted through in-depth interviews with e-commerce professionals in Morocco. The analysis of the results was made by Maxqda Software. The results indicate that generative AI can boost efficiency, improve customer satisfaction and extend market reach. The study concludes that while challenges remain, the strategic implementation of generative AI, supported by appropriate policies and frameworks, can act as a catalyst for growth and innovation in e-commerce, positioning it competitively in the global marketplace. This research lays the foundations for further studies into the impact of AI on e-commerce, and offers practical recommendations for stakeholders wishing to leverage generative AI for business growth in Morocco.