30. ARTIFICIAL INTELLIGENCE AND THE TRANSFORMATION OF CUSTOMER RELATIONSHIPS IN THE MOROCCAN BANKING SECTOR: A CONCEPTUAL APPROACH

In the context of accelerated digital transformation, Moroccan banks are gradually integrating artificial intelligence (AI) into their customer relationship management (CRM) systems. AI goes beyond task automation and fundamentally changes the banking experience by making customer interactions more personalized, predictive and data-driven. This conceptual paper aims to analyze the strategic implications of this evolution through a critical literature review, the use of theoretical approaches (TAM, UTAUT, augmented CRM) and the observation of new digital practices. Three main trends are highlighted: intelligent automation of interactions (chatbots, virtual assistants), algorithmic personalization of customer experience and the development of predictive CRM based on the use of behavioral data. These changes, although innovative, also pose challenges in terms of customer acceptance, digital inclusion and algorithmic ethics. The paper proposes a structured analytical model to understand how AI is changing customer relationships in the Moroccan banking sector. The conclusion provides several management recommendations and identifies future directions for research, particularly empirical research, to further understand how subjects are used and perceived.KEYWORDS: BANK, CRM, CUSTOMER EXPERIENCE, ARTIFICIAL INTELLIGENCE, MOROCCO, DIGITAL TRANSFORMATION

EL MAJID, OUAFAE; EL MENZHI, KAOUTAR

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.67513

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/67513