Moroccan Business Leaders Optimistic Amid Geopolitical Risks, Prioritize AI and Expansion

A study conducted among more than 4,700 international executives in 109 countries, with a variation in Morocco and the Maghreb in order to assess more specifically the economic and strategic challenges facing the region shows that:

81% of Moroccan leaders are confident about the growth prospects of the Moroccan economy (vs. 90% in 2024), while 52% of Moroccan leaders are confident about the outlook for the global economy (vs. 58% in 2024)

90% of Moroccan managers feel confident about their company’s growth over the next 12 months. 71% of Moroccan CEOs plan to systematically integrate AI into their company’s processes within three years. Geopolitical conflicts become the first risk factor identified by 34% of Moroccan leaders, followed by inflation (23%), climate risk (20%), and cyber risk (10%). Nearly half of executives plan M&A deals in the near term.

Renewed optimism among Moroccan leaders despite geopolitical risk

Leaders’ confidence in the Moroccan economy has been renewed (81% of respondents), despite a global context marked by very strong geopolitical tensions. Although slightly down from the 90% recorded in 2024, this optimism testifies to the resilience of the national economic fabric.

Geopolitical risk is now perceived as the main threat by 34% of Moroccan executives. In this uncertain climate, 90% of business leaders remain confident about their own company’s growth over the next 12 months. Caution is the order of the day globally: 51% of executives say they are optimistic about the overall economy, compared to 58% last year.

“Despite a constantly evolving economic environment, Moroccan companies remain confident in their growth prospects. Committed to sustainable transformation, companies are focusing on a pragmatic approach, combining technological innovation and the development of human capital.

Their ability to adapt to emerging challenges, such as artificial intelligence and climate change, demonstrates their commitment to building a resilient and prosperous future,” explained Reda Loumany, Territory Managing Partner of PwC in Morocco.

Cyber ​​and climate risk between invariant and evolution

Cyber ​​and climate risks remain a key concern for Moroccan leaders. By 2025, 58% of them will feel exposed to cyber threats, which they perceive as a factor in value destruction.

Artificial intelligence (AI) is emerging as a key lever for transformation and value creation. Its adoption is generating strong enthusiasm in Morocco, where 71% of executives are confident about its integration into their businesses. In addition to optimizing operational efficiency, AI is positioning itself as a strategic tool to accelerate business transformation and strengthen their resilience. AI is now at the heart of CEOs’ agendas.

At the same time, climate risk is growing, illustrating a growing awareness of environmental issues. 45% of Moroccan executives say they are particularly attentive to carbon emission control regulations. This vigilance is explained in particular by the impact of these regulations, which could restrict access to certain export markets (for example, the CBAM).

External growth, a key lever for transformation and internationalization

Moroccan companies are intensifying their international expansion, relying on external growth operations to strengthen their position in strategic markets. Forty-seven percent of executives say they are considering an acquisition in the next three years, demonstrating strong ambitions for expansion. This momentum is part of a trend already underway, with 39% reporting having made at least one significant acquisition in the past three years.

“Moroccan companies are now entering a new phase in which technological change is becoming an essential condition for their success. In this context, private equity is also playing a key role in the transformation of our local businesses and supporting expansion projects beyond Morocco’s borders,” explains Jonathan Le Henry, Partner at Strategy& (PwC’s strategy consulting firm), Head of Strategy& in the Maghreb.

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(Featured image by Microsoft365 via Unsplash)

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First published in LES ECO.ma. A third-party contributor translated and adapted the article from the original. In case of discrepancy, the original will prevail.

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