Exploring Challenges and Prospects of Artificial Intelligence Integration in Supply Chain Management: A Qualitative Analysis of Moroccan Enterprises

Artificial Intelligence (AI) is increasingly reshaping supply chain management by enhancing demand forecasting, optimizing inventory, and automating logistics processes. However, its adoption varies among enterprises and presents several challenges. This study examines the current state, barriers, and future prospects of AI integration in the supply chains of 20 Moroccan enterprises, identifying key factors that facilitate or hinder its deployment. A qualitative research approach was employed, utilizing semi-structured interviews with supply chain managers. Data were analyzed through thematic analysis, providing insights into AI adoption trends. Findings indicate that while some companies have already integrated AI-driven solutions to improve efficiency, others face financial constraints, a lack of specialized expertise, and cybersecurity concerns, which slow down adoption. This study highlights the expectations of Moroccan enterprises regarding AI in supply chain management and proposes strategic recommendations for the policymakers to overcome adoption challenges.