From Digital Tools to AI: Exploring the Transformation of Political Marketing in Morocco

This study explores the use of digital political marketing strategies by Moroccan political parties, with a particular focus on voter engagement and the role of artificial intelligence (AI). Adopting a qualitative approach, the research is based on semi-structured interviews conducted with 16 participants, including political actors and external observers. Data were analyzed using a thematic analysis approach. The findings reveal that political parties primarily rely on social media and multi-channel communication strategies to engage voters, although these practices remain unevenly developed and largely conventional. While artificial intelligence is increasingly discussed as a transformative tool in political campaigns, its actual adoption in the Moroccan context remains limited, due to structural, organizational, and resource-related constraints. This study contributes to the literature by providing empirical insights into digital political marketing in an underexplored context and highlights the gap between theoretical advancements in AI and its practical implementation in political campaigns.