The impact of communication and artificial intelligence on corporate business performance

Businesses—whether small, medium, or large—are fundamental to economic and social development, contributing to job creation, economic growth, and the reduction of inequalities. The increasing integration of communication through Artificial Intelligence (AI) is profoundly transforming their business practices and operational models. A study conducted with 54 companies in Casablanca and Rabat reveals that AI, through tools such as data analytics systems, virtual assistants, and automation software, plays a crucial role in optimizing operations, improving business processes, and enhancing visibility. The findings show that corporate business performance is strongly influenced by AI, particularly when adopted and supported by managers. Effective management of AI enables better information flow and processing, thereby strengthening overall performance. Furthermore, AI is closely linked to the search for new clients or products and to commercial management, particularly customer relationship monitoring. A strategic use of AI is therefore essential to maintaining competitiveness in a dynamic environment, offering productivity gains and fostering sustainable economic growth. AI also supports developing countries in accessing international markets and resources that were previously inaccessible, thereby demonstrating its role as a crucial strategic and economic lever for businesses in a globalized context.