Adoption of AI in Moroccan SMEs: Between technological potential and behavioral barriers - A multidimensional analysis

Abstract

Artificial intelligence (AI) is increasingly recognized as a major driver of economic and organizational transformation, particularly for small and medium-sized enterprises (SMEs), which form the backbone of emerging economies. In Morocco, where SMEs account for the vast majority of businesses and contribute significantly to national wealth creation, AI adoption has become a strategic issue for strengthening competitiveness. However, despite its strong technological potential and expected productivity gains, its actual integration remains limited. This article examines this paradox by showing that traditional innovation frameworks, particularly Schumpeterian theory and the Resource-Based View, do not fully capture the specific constraints of the Moroccan context. These constraints include limited resources, digital divides, institutional shortcomings, and behavioral barriers among business leaders, such as risk aversion and status quo bias. Using a mixed-methods approach based on a quantitative analysis of 474 SMEs and sectoral case studies, the study develops a multidimensional perspective on AI adoption that combines psychological, institutional, and organizational dimensions. It identifies the key determinants of adoption, including financial guarantees, firm size, training, and frugal partnerships. The article therefore contributes to the enrichment of technology adoption models in emerging economies and offers practical recommendations for both public and private decision-makers in order to promote an inclusive, ethical, and transformative integration of AI within Moroccan SMEs.