The Integration of Artificial Intelligence in the Management of Organizational Change: A Moroccan Perspective

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 influenced by digitalization, this research questions how AI can optimize the management of change in companies. Using a quantitative research model, this study explores the effect of AI on resistance to change and strengthening employee engagement in transformation processes. Five research hypotheses were tested using a regression analysis on a sample of 68 Moroccan companies engaged or likely to be engaged in organizational transformation processes and using or considering using tools artificial intelligence. Findings suggest that AI enables predicting resistance and adjusting support programs through behavioral analysis and intervening personalization. Smart platforms also support targeted and transparent communication by automating repetitive change processes. However, there still exists some uncertainty regarding data confidentiality and the need for training on these tools. At the theoretical level, this research enhances understanding of the link between digital technologies and human resource management. At a practical level, it gives advice for the embedding of AI into the processes of organizational transformation within the wider field of ethical and human considerations.