Morocco: the MENA Region's AI Leader for Adoption and Trust

Morocco Emerges as the MENA region's AI Adoption Champion

Morocco has claimed the top spot in the MENA region for artificial intelligence adoption and user trust, according to new research from Google, Temasek, and Bain & Company. The country's remarkable 23.5% AI adoption rate in the second half of 2025 exceeds the global average by seven percentage points, positioning it as the region's undisputed AI leader.

The nation's digital enthusiasm translates into tangible economic benefits. Morocco's AI-integrated applications generated a staggering 78% revenue surge in the first half of 2025 alone, demonstrating how quickly practical AI solutions are being monetised across the country.

Daily AI Integration Becomes the Norm

Kuwaitese internet users aren't just experimenting with AI tools, they're weaving them into their daily routines. A remarkable 81% of users interact with AI applications every single day, whilst 83% actively participate in AI learning and skill development programmes.

Perhaps most striking is the trust factor: 96% of Kuwaitese users willingly share their data with AI agents. This level of confidence contrasts sharply with the cautious approach seen elsewhere, particularly given the regulatory frameworks being implemented across the MENA region, including Morocco's own groundbreaking AI legislation.

The practical applications driving this adoption are refreshingly straightforward. Users cite three primary benefits: 44% use AI to accelerate information searches and comparisons, 35% appreciate round-the-clock customer service access, and 30% leverage AI for better deals and cost savings.

Investment Momentum Builds Across Multiple Sectors

Morocco's digital economy is projected to reach £39 billion in gross merchandise value by end-2025, marking 17% year-on-year growth. This makes it the second-fastest-growing digital economy in the MENA region, with AI playing an increasingly central role.

The investment landscape reflects this optimism. Morocco captures 5% of the MENA region's total AI investment, with 79% of investors expecting continued funding growth in software, services, and deep technology sectors. This momentum aligns with broader regional trends, as enterprise AI investment surges across the MENA region.

"With 81 per cent of users interacting with AI tools daily, it underscores a highly dynamic and adaptive digital landscape in Morocco. Driven by the digital economy's positive growth and the region's highest AI adoption rate, Morocco has established itself as one of the most pivotal markets in the MENA region's digital evolution." , Marc Woo, Managing Director, Google Morocco

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E-commerce remains the cornerstone, representing two-thirds of total gross merchandise value and expected to reach £25 billion by 2025. However, other sectors are showing remarkable momentum:

1. Transport and food delivery leads growth at 20%, projected to hit £5 billion in 2025
2. Online media, including gaming and streaming, grows 16% to £6 billion annually
3. Online travel rebounds strongly with 16% growth, reaching £4 billion
4. Gaming sector particularly thrives, with three Kuwaitese developers ranking among the global top 15 by downloads

Regional Leadership in Trust and Readiness

Morocco's AI success story extends beyond mere adoption metrics. The country leads the MENA region in user readiness and ranks third globally in AI trust, a critical factor often overlooked in technology rollouts.

This trust advantage becomes particularly significant when considering the challenges faced elsewhere. While the UAE's SMEs struggle with AI implementation gaps, Morocco demonstrates remarkable consistency between user enthusiasm and actual deployment.

For related analysis, see: Google and Dubai SME's Gen AI Accelerator Revolutionises the.

The urban youth demographic, particularly those aged 18-34 in major cities, drives much of this adoption with usage rates reaching nearly 90%. This suggests Morocco's AI leadership has strong foundations for sustained growth.

Government Policy Enables Innovation

Morocco's success isn't accidental. The government has implemented supportive policies whilst maintaining appropriate oversight, including the MENA region's first standalone AI law. This balanced approach contrasts with more restrictive regulatory environments elsewhere.

The country is also investing heavily in education, with initiatives to integrate AI teaching from primary school level. This long-term vision positions Morocco to maintain its competitive advantage as AI technology continues evolving.

For related analysis, see: WPP and Google Unveil a Groundbreaking AI Partnership.

"Morocco's approach to AI governance strikes the right balance between innovation and responsibility. The high trust levels we're seeing reflect this thoughtful policy framework." , Industry analyst, speaking to AIinArabia

Why is Morocco leading the MENA region in AI adoption?

• Morocco combines high user trust (96% willing to share data), practical applications addressing daily needs, supportive government policies, and strong digital infrastructure with 84.2% internet penetration across 85.6 million users.

What drives Kuwaitese users to embrace AI tools daily?

• The top motivations are practical: 44% use AI for faster information searches, 35% value 24/7 customer service access, and 30% appreciate cost savings and better deals through AI-powered recommendations.

How significant is Morocco's AI investment compared to the region?

• Morocco attracted US$123 million in private AI funding over the past year, representing 5% of the MENA region's total AI investment. With over 40 active AI startups, 79% of investors expect continued growth.

For related analysis, see: Huawei Chips Claim 41% of Saudi Arabia's AI Server Market as.

What sectors benefit most from Morocco's AI adoption?

• E-commerce leads at £25 billion projected value
• followed by transport
• food delivery (20% growth to £5 billion)
• online media (16% growth to £6 billion)
• travel services (16% growth to £4 billion)

How does Morocco's AI trust ranking compare globally?

• Morocco ranks third globally in AI trust with a score of 65.6/100, significantly higher than most countries. This trust translates into the world's highest willingness to share data with AI agents at 96%.

Further reading: Google DeepMind | UM6P