ESJ Natural/Life/Medical Sciences

Analysis Of The Variables Of Intention Of The Adoption And

Acceptance Of Artificial Intelligence And Big Data Tools
Among Leaders Of Organizations In Morocco: Attempt Of A
Theoretical Study

Moudni Yousra (PhD Student)

Chafik Khalid (Teacher-Researcher)
Management & Information Systems Research Team
ENCG of Tangier, Abdelmalek Essaadi University, Morocco

Doi:10.19044/esj.2021.v17n29p106

Submitted: 21 January 2021 Copyright 2021 Author(s)

Accepted: 20 July 2021 Under Creative Commons BY-NC-ND
Published: 31 August 2021 4.0 OPEN ACCESS

Cite As:
Yousra M & Khalid C. (2021). Analysis Of The Variables Of Intention Of The Adoption And
Acceptance Of Artificial Intelligence And Big Data Tools Among Leaders Of Organizations
In Morocco: Attempt Of A Theoretical Study. European Scientific Journal, ESJ, 17(29), 106.
https://doi.org/10.19044/esj.2021.v17n29p106

Abstract
Artificial intelligence and big data are two emerging technologies that
is now gaining ground among organizations. Their added value and their
impact on business performance differ from one industry to another. Due to
increased competitiveness, and in order to survive in the market, companies
are led to adopt these new technologies that will enable them to be more
performant and offer customers goods or services that meet their real needs
since this approach is based on data collected from outside the company's
environment. To do so, it is important to know and analyze beforehand the
factors and variables that impact the adoption and acceptance process in order
to manage them. This paper focuses on establishing a synthetic literature
review to find out the current state of researches on the problems of AI and
Big data adoption and acceptance, and it also argument the empirical sector’s
choice. The findings of this study show that agricultural and chemical industry
sectors are the two most promising sectors for AI in Morocco. As a result, a
comparative analysis will be conducted after the development of the research
model on these two fields in order to analyze the variables of adoption and
acceptance of AI. Also, the most influential variables according to the

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literature were detected in this paper, which are grouped into four (4) types:
technological, organizational, environmental, and behavioral variables.

Keywords: Artificial Intelligence, Big Data, Organizations, Adoption,

Acceptance, Variables, Frameworks

Introduction
In 1956, the advent of artificial intelligence named by McCarthy
sparked the design of systems to model the complexity of human intelligence.
Researchers designed these systems as brains isolated from a body, excluding
action in the development of their knowledge. Achievements seemed to prove,
through their efficiency, that computers do not need sensory and motor organs
to reason or communicate.
Since then, a lot of researches have been carried out and criticisms have
been exposed by philosophers and researchers. Nonetheless, this has not
limited the willingness to exploit the possibility of this technological
revolution. Until 2010, questions have not ceased on the ethics of AI
integration in many sectors. However, with the emergence of Big Data, data
became so voluminous that it exceeded intuition and human analytical
capabilities, and even the capacities of conventional computer tools for
database or information management. It is from this moment that some
companies took the lead on the world stage to implement AI as a way to
understand and analyze data and obtain accurate information in real time.
Morocco, a developing African country, started its digital transition
recently, and it currently ranks 4th in the Middle East and North Africa region
in terms of digital competitiveness. Its main goal is to become a digital and
technological hub of reference at the African level. Therefore, it has started in
parallel with the data engineering phase which consists of collecting,
digitizing, and facilitating access to data and then analyzing them. In addition,
it has allocated a budget of 57M dollars in 2019 to cover 7 transactions related
to AI, and 50M MAD to fund research projects related to this new technology
in 11 different areas. Admittedly, the perspective of AI is positive, but
Morocco is still ranked second to the last in the Middle East Africa region in
terms of AI. This has posed various questions regarding the source of the issue.
To understand this phenomenon, artificial intelligence is understood from its
socio-technical and behavioral aspects through its emergence, importance,
acceptance, and adoption by companies. This technology was studied from the
behavioral and sociotechnical school because it looks at technologies in their
management aspect, yet it does not completely dissociate itself from the
technological academy.
The aim of this paper is to define the research problem which is the
analysis of the variables of the intention to adopt and accept artificial

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intelligence and big data tools among the leaders of organizations in Morocco.
In order to do so, the emergence of Artificial Intelligence is considered.
Thereafter, the two technologies were defined and their importance to
companies were highlighted. After then, the literature to explore the progress
of researches in this field were reviewed and the variables that may constitute
the future research model was also defined. Also, the choice of empirical
sector was justified and, before concluding this paper, the results was
synthesized and a central research question and sub-questions were also
formulated.
The benefits of this paper are to have a clear idea of the research topic,
to find out what are the most influential variables and models used to analyze
the adoption and acceptance of AI, and finally to determine the empirical
research field so as to test the future model. If this study was not conducted, it
will be difficult to see clearly the reality of each sector and there would be a
high risk of conducting a study on an environment that is not fertile for AI.
Thus, this will bias the results or block the study due to lack of information.

Previous Research Works

Empirical investigations and theoretical developments in AI’s business
application are quite restricted compared to the total number of researches
conducted within this technology. The connection, collaboration, and
communication between man and machine, innovative business models and
ecosystems, labor market perturbations, and the creation of added value in the
different sectors are the major axes dealt with during academic studies on AI
application. Regarding the understanding of the use of this technology and the
impact of AI’s adoption on organizational and individual aspects, few
academic studies with rigorous scientific research or theories exist.
Based on the aspect of adoption by companies, researchers have
emphasized the importance of both innovative employee roles and working
relationships between humans and machines. However, there is a noticeable
gap of knowledge concerning the variables that impact the adoption and
acceptance of this technology on an individual and organizational aspect.
Indeed, by examining in more detail the way in which AI is adopted and the
variables that will impact its acceptance by users, different public and private
organizations can gain a better understanding of the phenomenon. Also, they
will be able to react positively to the variables, which will allow them to adapt
it easily and make more investments on this new concept.
The studies done so far have touched the acceptance of specific tools
of AI such as self-driving cars, chatbots and robo-advisors, wearable payment
and so on. In addition, the sectors where the studies on AI are made are
especially education and higher education through e-learning, health and
finance sector, media and telecom industry, and service deliveries. It appears

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that this area of research lacks knowledge, particularly for Morocco, where the
total number of published articles is about 730. Out of the 730 published
articles, only 30 are related to business and management but are without
relevance to the analysis of acceptance or adoption’s variables. This, therefore,
results to the origin of the research problem which is the analysis of the
variables of the intention of adopting AI and Big data tools among the leaders
of the organizations in Morocco.
According to Mahroof (2018), the theoretical model that the
researchers must use in their investigation to understand this complex
phenomenon should combine several models that exist in the literature and
which aim to study the adoption of information technologies such as:
Technology Acceptance Model, Unified Theory of Acceptance and Use of
Technology, Technology Readiness Theory, Social Cognitive Theory, etc.
The model used should be specific for each sector and each aspect of AI. Also,
these models must include factors that are born with AI which are data and
trust.
Three types of variables are distinguished in information systems
research: technological, organizational, and behavioral. Technological
variables include both internal and external technologies that cover equipment
and processes. Organizational variables refer to the managerial / structural
characteristics and resources of a company. Behavioral factors are the ones
which stem from human behavior towards something. Thus, the literature
shows the variables mostly used in the models of adoption and acceptance of
artificial intelligence tools which constitutes the search model.

Artificial Intelligence and Big Data: Complex Phenomena

The History of Artificial Intelligence's Emergence
The world has experienced four (4) great industrial revolutions all
through the years. The first was in 1784 known as mechanization, which is
characterized by the invention of the hydraulic machine, the steam engine, and
mechanical production. This was followed by electrification in 1870
encompassing mass production and division of labor as well as the use of
electrical energy. Automated production using electronics has led to
automation in 1969 due to technology and information technology. This
resulted to digitization introduced by the virtualization and interconnection of
intelligent industrial objects in 2011.
This latest revolution came about as a result of successive years of
inventions and innovations. It started with binary logic until it arrives at digital
transformation using SMAC (Social, Mobile, Analytics and Cloud) and
DARQ technologies (Distributed ledger, Artificial intelligence, Extended
reality and Quantum calculation).

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In fact, it was between the First and Second World Wars that binary logic was
developed on the basis of Boole's work. The latter allowed the creation of the
first fully electronic computer (ENIAC) in 1945 succeeded by several
inventions. Finally, the IBM Company launched the first computer for sale in
1959.
In the meantime, artificial intelligence had already emerged at a
conference at Dartmouth College in 1956 aiming to create computers as
intelligent as humans. Between the 1960s and 1995, AI went through two
important phases: the golden age during which a large number of algorithms
were found, and the AI winter when investments declined due to the lack of
general intelligence. Consequently, in May 1997, an event marked the world
of AI which was the deep blue computer that defeated the champion, Garry
Kasparov, in the game of chess. However, this did not translate into a
definition of general intelligence that will answer all problems. Nevertheless,
the arrival of big data tipped the balance in favor of AI.
The term “Big Data” is not recent but appeared in 1997 in a scientific
article on the technological challenges for visualizing large datasets. Yet it
only became globally known in 2010 when the boss of Google said that his
company produces every two days as much information as they had generated
since the dawn of civilization until 2003. This explosion in the volume of data
is the main consequence of the combination of several factors, namely:
• The launch of 3G in 2001 allowing users mobile and fixed wireless
internet access, video calls and mobile TV and the introduction of 4G in
the early 2010's which enabled more advanced services such as 3D TV
and video conferencing;
• The growth of the leading companies of the web such as Google,
Facebook, LinkedIn, Amazon and Twitter in 2005;
• Information sharing via social networks and internet geolocation;
• The expansion of the Cloud providing access to IT services online; and
• The Internet of Things that ensures the communication between
physical goods and their digital existence.
Indeed, there have been a multitude of sources that have promoted the
increase of data like sensors, web, after-sales services, etc. So, to handle and
analyze this huge volume of data, several technologies have emerged and have
shown their effectiveness, especially artificial intelligence tools such as
machine learning and deep learning.

Big Data Approach

Big data refers to voluminous and varied data collected from various
digital tools, and whose processing requires complex platforms and tools. The
Big Data is often described by its 3Vs: Volume, Velocity and Veracity, and it
can be structured, unstructured or semi-structured. Other researchers such as

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Demchenko et al. (2013) and Saggi and Jain (2018) mentioned respectively
5V’s and 7 V’s, adding to the literature 4 new characteristics that are variety,
value, valence, and variability. The storage of this huge quantity of
information cannot be done through traditional data storage, and its analysis
seems impossible with conventional data analytics or business intelligence
technologies. Hence, it needs new advanced technologies like those offered by
artificial intelligence tools.
In business, big data is considered as a new approach that allows
organization to analyze a large amount of information so as to help managers
take better decisions and satisfy the costumer while being efficient and
effective. The new vision of organizations is based on client satisfaction.
Therefore, using this approach will be useful to understand their reaction to
products/services by collecting and analyzing the various information posted
on different digital platforms. In addition, big data can be the best way to
benchmark companies and optimize internal and external processes.

Artificial Intelligence Approach and Tendencies

The first use of artificial intelligence was in 1956 at a seminar held at
Dartmouth College. The term “artificial intelligence” is used to refer to the
part of computer science whose tools renounce algorithmic constructions and
analytical data processing in favour of heuristics and a global approach.
Hence, AI is also known as cognitive technology.
A machine is considered to be intelligent from the moment when its
functioning has the appearance of that of the human intellect. Artificial
intelligence is actually characterized by the ability to learn from data sets and
tasks, instead of pursuing and running a set of pre-established procedures and
rules, and to continually adapt its behaviors to optimize results. AI’s interest
also entails the development of a set of skills for companies instead of
providing a specific tool or technology. It combines several technologies that
can accomplish and/or enhance the actions, analysis, interventions, and
decision-making that rely on human intelligence.
Confronted with AI, companies are facing the same type of challenge
just like when computers or information technology were introduced, which
is a structural and organizational challenge. However, they cannot prevent
AI’s risks through an approach tested and validated because of the rapid
growth of the technology and the transformative effect of its utilities. To
remain competitive in the market, they have to integrate it in order to support
existing services and strengthen research and development within their
structure.

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Theoretical Frameworks
This work complements a series of studies carried out within the
ENCGT's Management and Information Systems research team that aim to
analyze the variables of adoption and acceptance of different technologies
within organizations, namely: the intention of the adoption of e-commerce
among the leaders of Moroccan SMEs, the adoption of ERPs in large
Moroccan public enterprises, and the acceptance of audit automation software
used by financial auditors on legal mission. These technologies are studied
from the sociotechnical and behavioral school perspective which considers
both management standpoint and technological characteristics. The research
will proceed along the same path. Thus, artificial intelligence and big data will
be treated from the same context. To do so, the sequence of steps shown in the
following figure is followed:

Figure 1. The phases of the framework

Frameworks Used and Variables Detected

Chen (2019) analyzes in his article the organizational factors that
impact the adoption of AI in the telecom industry in China using the TOE
framework. Based on his study, the technical skills, i.e., the support and
knowledge needed to implement a new technology within organizations, are
not related to the adoption of AI, but he mentions its potential role in other
industries. On the other hand, Pillai et al. (2020) found that organizational
readiness, i.e., availability of budget, resources and skills, is very important
for both adoption and acceptance of technology by employees. Also, Lee et al.
(2020), who based their research model on the MTAM model, fashion theory
and technology readiness theory, consider the variable “technology readiness”
as a significant input of their model because it is proved that it has a positive
influence on the usefulness and ease of use of the wearable payment. Thus,
this is a tool that is implemented with deep learning which is a form of artificial

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intelligence. In addition, Ye et al. (2019) found that perceived behavioral

control which also means availability of skills, resources, and opportunities to
use AI is a significant variable and has influence on perceived ease of use and
perceived usefulness using the TAM model.
Security and privacy concerns is considered as an initial determinant
variable when analyzing the intention to adopt AI by several authors, namely:
Pillai et al. (2020), Ye et al. (2019), and Alsheiabni et al. (2019). According
to them, if there are issues, it will negatively influence the process of adoption
and use in automated retail stores, health care sector, and organizational level
in general.
According to Ullah et al. (2018) who studied AI adoption in real estate
sector and Shibly (2020) who conducted a study on business intelligence
adoption, the quality of the information results of the program used is very
important in the choice of adoption. This is because if the output is not of good
quality, it will negatively impact the quality of the decision taken and,
consequently, the satisfaction of stakeholders and the benefits of the
organization. Both authors based their research on TAM model as a basic one
but Alshibly added the D&M model to support his analysis.
Task complexity plays a crucial role in AI adoption because according
to Fan et al. (2020), it influences performance expectancy and effort
expectancy for using AI tools and, consequently, the behavior of adopting
changes.
Cost effectiveness, which means the net incomes from an investment,
is a variable that was studied by both Adnan et al. (2018) and Pillai et al. (2020)
while analyzing autonomous vehicle acceptance and AI adoption in the
recruitment process of IT organizations. Both of them agree that it negatively
affects the process because investors seek to benefit from each move they
attempt to do. Other authors analyzed the cost variable from other
perspectives. Chen (2019) called it industry investment means whether the
sector is willing to invest in these technologies considering their frequent
disruption or not. Alsheiabni et al. (2019) named it funding availability in the
organization that he considered a low impact variable on adoption at
organizational level. Instead, top management support remains critical in the
latest three researches and it can form a barrier towards adoption. From this,
other factors that may delay the adoption and acceptance phase can be put into
consideration. This includes employee resistance to change as noted by Cruz-
Benito et al. (2019) and Ye et al. (2019) when analyzing the acceptance of AI
in e-learning and health care sector. Furthermore, there is perceived
substitution crisis named by Fan et al. (2020) who used UTAUT model to
analyze the adoption of AI-based medical diagnosis support system. As stated
in their article, the fear of being replaced by machines pressures the
employees.

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Kencebay (2019) showed in her study that robots and driverless car’s
awareness are two factors that have a significant effect on the acceptance of
these two technologies through their impact on the perceived enjoyment of the
individual. Since the two innovations use AI to operate, and the study will
focus on the adoption of AI tools in organizations, awareness can be
considered as a variable that may be used in the model.
Kim and Kim (2020) identified in their paper the factors that mostly
impact the adoption of AI-generated press articles. Trust in technology was
among the variables they were able to detect. According to their study, trust in
technology strongly impacts the decision to accept or not accept the product.
Hence, this can be considered as a behavioral variable. The same variable is
used in the model of Du et al. (2021) and it proves again its significant
importance in the acceptance of self-driven cars. Same results appear in the
study of Fernandes and Oliveira (2021) who based their research framework
on sRAM model to understand the driver’s acceptance of the adoption of
digital voice assistants.
The variable subjective norms, which are related to personal beliefs, is
a variable that comes up repeatedly in the research studies. Fernandes and
Oliveira (2021), Du et al. (2021), Ye et al. (2019), and Belanche et al. (2019)
have approved its direct or indirect effect during their surveys.
Last but not least, external environment has a considerable impact and
influence on this process. According to Pillai and Sivathanu (2020) and Chen
(2019), competitive pressure should be considered as a variable in the choice
of implementing AI tools or not. As competitiveness increases, companies are
forced to look for ways to gain a competitive advantage. In Chen’s study, it
didn’t have much influence because of the Chinese market’s characteristics.
He also added the variables AI vendor partnership and government
involvement in stimulating AI innovation to his model and he found that the
hypothesis of influencing AI adoption is supported and are very critical.

Digital Transformation as One of the Intermediate Variables of the Model

To better explain the evolution and trend of Artificial Intelligence, the
literature considers the variable of digital transformation. Dejoux (2018)
describes digital transformation as an important and transitional step for
organizations that aims to prepare entities for the next phase of AI that will
replace and/or assist collaborators in the realization of many tasks with low
added value for humans. In order to implement this new technology, the
concerned entities must have agile and digitized processes and a data culture.
As a result, employees will be prepared to use AI systems, empowering them
with quality data, and educating, controlling, developing and linking them to
human tasks to create new sources of added value. Henriette et al. (2016)
consider that, as a result of digital transformations and developments,

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organizations are forced to implement big data models within their structures,
thus creating new business lines in relation to this new technology. However,
Kazakçi (2017) links the wave of big data to digital transformation and
considers that it can be done through data and AI. Therefore, the digital
transformation can be considered as a technological variable of the predictive
model for the adoption of artificial intelligence and big data tools.
Consequently, the digital transformation is a deep transformation
of the organization that allows an impact on its performance in a sustainable
way. Thus, it is carried out at different levels:
• Digitalization of operations / processes through the adoption of digital
solutions for the field teams, which will make the processes more fluid
and agile. It also tries to dematerialize as much as possible every material
and make it electronic.
• Digitizing the organization by implementing digital innovation, having
connected teams who collaborate digitally with each other, etc.
• Digitalization of the citizen experience through digital marketing, e-
commerce, digital services, etc.
• Digitalization of products and services by conceptualizing a new
digital business model, digitizing customer support through chatbots to
answer customers 24/7, setting up digital R&D, etc.
Different technologies fall within the scope of digital transformation and
can be divided into four categories:
• Communication, data capture, and centralization technologies such as
cloud, mobile, IoT, geolocation and social networks;
• Analysis and intelligence technologies such as big data, analytics and
AI;
• Technologies of increased capabilities such as robotics, 3D printing,
drones and virtual and augmented reality;
• Security technologies such as blockchain and biometrics.
In summary, there are four (4) variables of this study that can be included
in the research model as shown in Table 1 below:
Table 1. Variables that might impact AI adoption and acceptance
Technological Variables Organizational Environmental Behavioral
Variables Variables Variables
Technical skills i.e., support Digital transformation Vendor partnership Subjective norms
and knowledge Top management Government Awareness
Technology readiness support involvement Trust
Security and privacy Funding availability Competitive pressure Resistance to change
concerns Organization readiness Perceived
Information quality Industry investment substitution crisis
Task complexity
Perceived behavioral control
Cost effectiveness

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Empirical Sector Argumentation

Nowadays, the global AI market is worth $15 billion with the
expectation of reaching $72.5 billion by 2025. Over the past decade, AI
research has led to significant advances in various sectors, ranging from
machine translation to decision making in all fields, including intelligence-
powered applications, voice assistants, chatbots, traffic control radars, etc.
Morocco, diagnosed in 2018 as a country in the data engineering
phase, an important step before the implementation of an AI system, has put
in place a general budget of 57M dollars in recent years. This covers a total of
7 transactions related to AI, ranking it second to the last in the MEA region
although the outlook is positive in this field.
The promising sectors in AI in Morocco are: the agricultural sector,
the banking sector, and the chemical industry. To choose an empirical field of
study, a comparative study was conducted between these 3 sectors in Morocco
and abroad based on what exists in the literature. No fieldwork was conducted.

The Agricultural Sector

The agricultural sector constitutes for Morocco one of the most
important sectors having an incontestable economic and social importance. It
represents a proportion approximately around 38% in the total employment at
the national level, of which 24.2% are agricultural and fishing workers and
laborers. In rural areas, the sector accounts for 74% of total employment.
This activity contributes by 13% to the Gross Domestic Product with a
variable margin according to territories. For some regions, it accounts as a
dominant part of economic activity. In 2019, the country suffered a decrease
of 5.8% in the volume of value added of agricultural activity against an
increase of 3.7% in 2018. Also, the agricultural activities have been down by
5% in the 1st quarter of 2020 (based on year 2007). Moreover, the value added
at current prices in the 1st quarter of 2020 was 28.295M MAD against
29.797M MAD during the same period in 2019.
These variations in indicators are mainly due to climatic uncertainty
and the management of rare resources such as water. This capital resource
alerts the country, suffering from alarming water stress, as it is one of the
regions most affected by global warming.
To confront the problems related to the agricultural sector, Morocco
has put in place several strategies including sustainable agriculture based on
energy efficiency and data exploitation. Towards the end of 2019 and the
beginning of 2020, it began to use various tools that allow it to collect data,
which was the first essential step in feeding artificial intelligence algorithms.
Other actions have been put in place to facilitate the field of access to AI such
as:

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• The agreement signed in 2018 between the African Union and the
European Commission's Copernicus program. Hence, this allows African
scientists to have access to free satellite data in order to predict weather
conditions.
• The INRA-SOWIT partnership signed in June 2020 to provide African
farmers with decision-support tools according to the location of their
fields, the type of crop to recommend, the technical itinerary to adopt, and
the appropriate agricultural advice. Hence, this can be achieved using
digital technology and advanced technological tools such as unmanned
aerial vehicles (UAVs).
• The launch of the first cereal treatment by drone in Morocco in
December 2019 on the Sidi Kacem region.
• The introduction of the OCP's @tmar mobile application for
agricultural advice based on artificial intelligence.
• Essaouira Innovation Lab and "Agri Edge" selected 10 farmers in June
2020 to benefit from the new program to equip farms with precision
irrigation devices (sensors) to support the agricultural sector in the region.
The country expects that in the short term, the digital should concern
various areas of Moroccan agriculture through a multitude of tools including,
the UAV farmer to map plots and measure water needs, the connected tractor,
the probes to measure temperature, rainfall and humidity, as well as the
connected barn such as automatic milking machines, supply of adapted food
ration, etc.
At the global level, agriculture faces several challenges including the
increasing scarcity of natural resources and the effects of climate change such
as higher temperatures, variable rainfall, and the high frequency of extreme
weather conditions like floods and droughts. To meet these challenges, the
adoption of data-driven precision agriculture remains the only solution.
Indeed, the use of data and AI tools offer several advantages to agriculture,
namely:
• Achieving food safety through predictions via applications;
• Predict yields and control pests and diseases;
• Increase returns and reduce losses;
• Reduce the cost of field monitoring and accelerate response to crop
threats;
• Consider new hydroponic crops for plants that grow only on the
ground; and
• Access to financing and insurance.
Several countries have already started to exploit this type of agriculture.
The share of AI in the agricultural market in 2018 was estimated globally at
545 million Euros and is expected to reach 2.4 billion in 2025. Since the

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beginning of 2020, the volume of investment in start-ups in the field of

agricultural robot development has increased by 40% compared to the same
period of the previous year and has already exceeded $600 million.
Numerous countries are using IBM's WATSON business intelligence
platform, which combines predictive analysis, AI, weather data, and IoT
sensors to provide farmers with information on tillage, planting, spraying, and
harvesting. In addition, Microsoft's AI for earth program has awarded 110
grants to 27 countries, not to mention the $800 million raised worldwide to
fund AgriTech start-ups.
In other African countries, the use of AI data and tools in agriculture has
become frequent. In Kenya, Nuru software is being used to diagnose cassava
diseases, identify fall armyworm infestations in maize, predict crop growth
and productivity, and protect vital food commodities from rising temperatures.
Also, the AGIN mobile service connects Kenyan farmers to credit services by
providing them with a credit profile based on the size, location, soil
composition and crops on the farm. In Cameroon, farmers can scan, using
applications of the company Agrix Tec, a sheet of the infected crop so that the
AI algorithm can analyze it and recommend the appropriate treatment.

The Banking Sector

The banking system is one of the most important systems for the
economic growth of a country; its profitability allows for the management of
funds for development financing. A well-functioning banking system will lead
to accelerated accumulation of both physical and human capital, boost
innovation in technology, and thus create the conditions for economic growth
and poverty reduction.
Morocco has a total of 86 credit and related institutions, 24 of them are
banks. Five of these 24 are participatory banks and six are traded on the
financial markets. The bank penetration rate in June 2019 reached 78% against
76% in December 2018, with 6412 bank counters, making an average of one
counter for about 5500 inhabitants. The net banking income in June 2019 was
26.1 billion MAD while the net result was 7.6 billion MAD.
Banks around the world promote the use of artificial intelligence for the
following reasons:
• Thanks to AI, the bank can predict a customer's future situation, thus
allowing it to offer more targeted and personalized services based on their
consumption practices;
• By using virtual assistants, customer complaints and questions can be
handled 24/7;
• Algorithms can be modeled to identify customers who are likely to
leave the bank or those at risk of over-indebtedness in order to accompany

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them, to perform semantic processing of e-mails by prioritizing urgent

requests, or even to promote strong regulatory compliance.
At the national level, the use of AI is not yet fully effective. Thus, some
banks are trying to see the result by launching a chatbot market test, testing
anti-fraud systems based on AI, but in general the banks in Morocco are still
in the phase of automation and Fintech.
At the international level, chatbots represent about 13.5% of the AI
providers' offer in the American banking sector: oriented functions 25% and
risk management functions 56%. In France, banks cite AI as a technology that
is probably 40% capable of being implemented in the next 12 months.

The Chemical Industry Sector

The industrial sector in Morocco encompasses 12 industries:
automotive, aeronautics, textiles, leather, electronics, electrical, building
materials, renewable energy, mechanical and metallurgical, chemical,
pharmaceutical, and offshoring.
Between 2014 and 2019, this sector employed a total of 504954
people. 165000 jobs were created in the textile industry which generates for
Morocco about 34.2 million MAD of export turnover, and this is followed by
116000 jobs in the automotive industry with +60% of local integration. The
latter remains the first exporting sector with 72 billion MAD of export
turnover.
In the chemical industry, the statistics are highly important and the
turnover is worth 21 billion MAD. The value added exceeds 3.3 billion MAD
and employs 15,500 people. Furthermore, the sector is a central player that
supplies the raw materials for a large number of products. This sector benefits
from the presence of OCP, leader in phosphate chemistry, whose activities
represent 52% of the sector's turnover, 90% of exports, 67% of investments,
and 22% of jobs.
The use of AI in the chemical industry covers various steps from
modeling to diagnosis, optimization, process control, and fault detection. This
would allow companies to estimate optimal parameters such as scale
functions, universes of discourse, and membership functions so as to remove
duplicative, wasteful or confusing rules. It would also help to optimize non-
linear and complex chemical processes through generic population-based
metaheuristic optimization algorithms so as to minimize operation and
production costs or maximize energy efficiency, yields, productivity,
profitability, safety, and reliability of the process. As far as control is
concerned, neural networks can be used in different process areas such as
thermal processes, reaction processes, separation and purification, etc.
In Morocco, the chemical industry is at the forefront of industries to
better implement this technology because it uses very precise quantities at

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appropriate temperatures and pressure levels. The OCP group has started the
implementation of big data infrastructure to collect data. In order to move to
the next stage of AI, it launched the Benguerir Data Center in 2020 and is
setting up a system to predict the demand for phosphate fertilizers in Africa
based on big data and new technologies such as IoT and AI. Thus, this is aimed
at forecasting consumption and anticipating fluctuations in demand.
Globally, this industry accounted for $4 trillion of sales in 2017, 19%
of which were exported. However, the major challenge for producers is the
customs duties imposed on chemical products, which negatively impact trade
flows. This has prompted them to think about setting up an autonomous self-
learning system which they believe is capable of summarizing previous
incidents and anticipating new ones. This will enable any company to
accurately monitor purchasing behaviors and prices in the markets and at
customers' sites in order to adapt when necessary. Also, Total French oil and
gas group had signed a partnership agreement in 2018 with Google in the field
of AI. This is applied to the analysis of subsoil data in order to facilitate the
exploration and production of oil and gas. Consequently, this means
specialized companies use AI and IoT for the manufacture of autonomous
devices for oil wells, simulation of deposits, oil and gas recovery and
production, etc.

Research Synthesis
Based on the analysis made at the level of the 3 sectors, it is noticeable
that the banking sector cannot be chosen because of the lack of vision and the
lack of information. More so, the field in the banking sector is not yet mature
to adopt AI and big data tools. Banks are still in the phase of automation and
fintech. Also, access to information in banks remains the major issue because
some actors have the information that others do not have due to the theory of
information asymmetry.
In contrast, the two sectors of agriculture and chemical industry are
fertile grounds for the study because the initiatives have already been
launched, and the strategy for the deployment of these tools is clear and
validated. The issue at stake lies in access to information because these sectors
are predominantly owned by large groups. It was important to keep both
sectors for the moment. Thereafter, one of the sectors will be selected based
on the information accessibility in the fieldwork and there is a comparative
study between the two sectors.
To this end, the definition of the study problem has been successfully
done. Thus the central research question remains the following:
What are the variables of the intention of adoption and acceptance of the
artificial intelligence and big data tools among the leaders of the
organizations of the agricultural and chemical industrial sectors in Morocco?

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From this central question, other sub-questions were derived as shown

below:
- What are the technological and organizational variables that impact
the adoption of AI and big data in these organizations?
- What are the behavioral variables that have a positive or negative
effect on the acceptance of these two technologies among the leaders of
companies in both sectors?
- Can the digital transformation be considered as a determinant
variable of AI and big data adoption?

Conclusion
In conclusion, the purpose of this study can be summarized in the
definition of the research problem and the choice of an empirical sector.
Hence, the interest of this research project remains the understanding of the
phenomenon of the adoption and acceptance of artificial intelligence and big
data within organizations in Morocco and the detection of the variables that
occur during this process. This is done in order to positively act upon them
and succeed in the adoption and acceptance phase.
Furthermore, it is important to note that this study was carried out
within the context of preparing a doctoral thesis entitled: "Analysis of
variables of the intention of adoption and acceptance of artificial intelligence
and big data tools among the leaders of organizations in Morocco". Therefore,
the next article will focus on developing a theoretical model that will be
followed by exploratory and confirmatory studies.

Acknowledgement
This work is carried out with the support of the National Center for
Scientific and Technical Research in Morocco (CNRST) within the program
of Research Excellence Grants.

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