The Integration of Artificial Intelligence in the Management of Organizational Change in Companies in Morocco

Abstract

This study explores the integration of artificial intelligence (AI) in organizational change management, particularly its role in reducing resistance to change and strengthening employee engagement. At a time when transformation processes are increasingly being influenced by digitization, this research explores ways in which AI can optimize change management in the enterprise. The methodology chosen for this study is based on a quantitative analysis. It begins with an in-depth literature review to identify the levers and challenges associated with change management. Then, an empirical study based on a questionnaire sent to 108 Moroccan companies that have opted for digital transformation. The SPSS 25 software was used to analyze the result. The results show that AI plays a key role in anticipating resistance and adapting support plans through behavioral analysis and personalization of interventions. Smart platforms also support more targeted and transparent communication by automating repetitive change processes.