Possible Impacts of Artificial Intelligence (AI) on the Performance of the Journalism Industry (Case of Morocco)

The journalism industry in Morocco has undergone a digital shift in recent months thanks to the integration of artificial intelligence (AI), which has become an essential element of this industry, radically transforming the way in which news organisms operate and interact with their audience. This article develops a reflection around the positive impact of AI on the performance of a press company, seeking to adapt to the challenges of modern journalism, whether in terms of surveillance, advanced analysis of data or automatic fact-checking. It thus addresses the use of 15 Moroccan press companies, of several AI tools, with the aim of strengthening their capacity to reach a wider audience and maintain their position as reliable and relevant sources of information. This is a study based on a qualitative methodology, carried out in collaboration with professionals in the field (AI managers, engineers, journalists from 15 press companies), with the aim of providing in-depth analysis and qualitative data relating to how AI impacts organisms’ performance, while exploring the challenges and opportunities inherent in its use.