Reinventing Talent Management through AI: Challenges and Opportunities for HRM in Moroccan Companies

Résumé

Artificial Intelligence (AI) is revolutionizing the field of Human Resource Management (HRM) around the world by increasing the speed, precision, as well as the personalization of talent affairs. Recruiting automation, learning personalization and predictive performance management are only a few examples of how AI is infiltrating HR technology at warp speed. But in Morocco, even while there is formulation of digital strategy in process, AI is not making inroads for HRM except scattered efforts being made in recruitment. We review how AI is reshaping talent management around the world and positioning it as it could fit in businesses in the Moroccan context.

This article draws on a narrative literature review and synthesizes academic contributions between 2018 and 2025 in French and in English focusing on Scopus, Google Scholar, IEEE, Cairn…. The review is organized around five themes: AI in recruitment, learning and development, performance and retention, ethical considerations, and the rise of generative AI tools (such as ChatGPT) in HR processes.

The review establishes a burgeoning work on the global consensus on AI as a strategic asset in HR, driven by underlying theoretical perspectives including Resource-Based View, Technology Acceptance Model, and motivational theories. In comparison, Moroccan research shows a low integration of technology, little empirical work, and no ethical framework. This void underscore the urgent need for culture specific research, strategic plans and regulation.

Through reinstating a fragmented literature within the international and to the Moroccan context, this article is a contribution to stimulate further academic and practical interest. It adds to the growing body of literature on AI-HRM in developing economies and provides specific implications for HR practitioners, scholars, and policy makers who wish to utilize AI technology in an ethical and effective way.

JEL code: M12, M53, O33, J24, O15

Paper Type: Theoretical Research