L’intelligence Artificielle Comme Une Opportunité Stratégique : Le Cas D’une Entreprise Tunisienne

This study addresses the need for contextualized analyses of AI adoption in emerging economies. In the current digital transformation landscape, it has become crucial for Tunisian companies to integrate technological and scientific innovations to maintain their competitiveness. The research examines the concept of artificial intelligence (AI), its adoption by Tunisian companies, and its impact on employees' work. Seven semi-structured interviews were conducted with managers and employees of AMI. A qualitative approach was implemented through a case study of AMI, a major player in the industrial sector. The results show that respondents perceive AI as a genuine strategic and commercial opportunity. Its implementation enables companies to strengthen their competitive position while improving employees' quality of work life and job satisfaction. A majority of respondents reported improved operational efficiency. However, the study emphasizes that this transformation can only succeed through complementarity between AI and human skills. The preservation and development of human expertise thus emerge as essential conditions for successful integration of these new technologies.