22. INTEGRATING ARTIFICIAL INTELLIGENCE AND INSTITUTIONAL PLATFORMS IN MOROCCAN PUBLIC UNIVERSITIES: AN EXPLORATORY QUALITATIVE STUDY OF STUDENT EXPERIENCES AND FACULTY PRACTICES POST-COVID

Two technological dynamics now coexist in Moroccan public universities. On one side, learning management systems and synchronous platforms have been institutionally deployed since the COVID-19 emergency response. On the other hand, students themselves have rapidly turned to generative AI tools, almost entirely outside any institutional plan. So far, the literature has examined these two adoption logics in isolation. This article argues that they should be read together. In doing so, we rely on UTAUT2 (VENKATESH et al., 2012) for the adoption mechanics, on the Community of Inquiry framework (GARRISON et al., 2000) for the pedagogical layer, and on digital divide theory (VAN DIJK, 2006) for the structural constraints that condition both pathways. Empirically, the article reports on Phase 1 of a doctoral mixed-methods project: ten semi-structured interviews with faculty members from Moroccan public institutions, including participants who hold institutional responsibilities in digital pedagogy and academic governance. Verbatim transcripts were coded thematically through a matrix built around eleven theoretical constructs. Three patterns stand out in our findings: teaching presence and the perceived usefulness of AI are nearly universal across participants. Institutional support and facilitating conditions, by contrast, are perceived mainly as barriers, whereas the digital divide cuts across both: it acts as a structural moderator on both technology tracks. Building on the findings, we separated the two adoption pathways within a single analytical frame, thus proposing the Dual-Track Technology Integration Model. This research underscores the importance of investing in faculty AI literacy as a core institutional capability. It also highlights the importance of treating institutional platforms and AI tools as separate governance objects. Finally, it recognises digital divide as a structural moderator that conditions both technology adoption pathways, not a residual social concern.

NAJIB, YOUSRA; CHAKOR, ABDELLATIF

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.66464

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/66464