Morocco Hosts Leadership Forum on AI and Human-Centered Change

Morocco's top business school just brought together industry leaders to tackle one of the most pressing questions facing companies today: how do we lead with humanity in an age of artificial intelligence?

Rabat Business School hosted the Leadership 4.0 Forum at the International University of Rabat, drawing senior executives and academics to discuss how leaders can adapt to rapid technological change. The event explored competencies, vision, and resilience needed to guide organizations through digital transformation.

The conversation centered on a crucial insight. "Our digital transformation should be human centric and customer centric," said Youness Ait Bamoh, head of digital at Groupe Ciments du Maroc. His message resonated throughout the forum as speaker after speaker emphasized balancing technological advancement with human needs.

Industry experts shared practical experiences from Morocco's semiconductor, automotive, and cement industries. Naoufal Dhibat, plant manager at Aptiv, highlighted the importance of preparing workforce competencies for smooth technological transitions. His focus on strategic AI implementation reflected the real challenges companies face when integrating new technologies.

Mohammed Benouarrek, an international HR expert and strategy director, described the event as a valuable exchange between academic theory and professional practice. The interactive format allowed participants to engage directly with speakers, creating dialogue that moved beyond lecture to genuine problem-solving.

The Ripple Effect

The forum positions Rabat as an emerging center for progressive leadership thinking in Africa and the MENA region. Rabat Business School, which recently ranked 20th worldwide and first in Africa, attracts students from across both regions and maintains strong ties to Morocco's business community.

Asmae Eloufir, quality director in semiconductor and automotive industries, praised the conference's comprehensive approach to modern leadership challenges. She encouraged organizers to continue hosting such initiatives, recognizing their value for Morocco's business ecosystem.

The discussions addressed what experts call the VUCA environment: volatile, uncertain, complex, and ambiguous conditions that define today's business landscape. Leaders shared strategies for aligning IT teams with business operations while implementing AI-driven changes that enhance rather than replace human judgment.

Morocco's focus on human-centered digital transformation offers a model for other developing economies navigating similar technological shifts while preserving their workforce and cultural values.