Title: Leveraging AI solutions for digital marketing by SMEs in Morocco: the case of Datacemia

Authors: Rachid Ejjami

Addresses: Datacemia, 15 Rue A. Sitou, Bd. Med V, 20000 Casablanca, Morocco

Abstract: Morocco, a developing North African nation, is using artificial intelligence (AI) to digitise its marketing efforts. Datacemia, a unique SME, demonstrates how Moroccan SMEs may employ artificial intelligence for digital marketing. Datacemia demonstrates that SMEs may prosper in Morocco's digital landscape despite financial and technological challenges. AI-powered digital marketing can help SMEs improve their performance and sustainability. Datacemia's journey is investigated using an embedded single-case study design to highlight Moroccan SMEs' strategic usage of AI in digital marketing. The study examines archival data, content analysis, and expert insights to identify Datacemia's AI success factors, such as decision-making and AI-driven marketing campaign execution and optimisation. These findings answer the research question by demonstrating how Datacemia used AI in digital marketing, inspiring Moroccan SMEs to adopt new technology. The paper highlights AI's importance in digital marketing and advocates for more research to help SMEs by improving AI and digital marketing techniques and skills.

Keywords: AI in digital marketing; AI success factors; Datacemia; digital transformation; Moroccan SMEs.

DOI: 10.1504/IJTCS.2025.143535

International Journal of Teaching and Case Studies, 2025 Vol.15 No.1, pp.17 - 41

Received: 30 Mar 2024
Accepted: 28 Apr 2024
Published online: 30 Dec 2024 *

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