GITEX Africa: Concentrix’s Redouane Mabchour on Morocco’s CX AI Shift
Casablanca – Africa’s customer experience and outsourcing sector is set to take center stage at GITEX Africa 2026, where the conversation is moving well beyond traditional call center models and into AI-led business transformation.
In Marrakech, conversations on the sector’s evolution are expected to be framed through the lens of execution, talent, and digital sovereignty, as Morocco is increasingly seen as one of the continent’s most credible hubs for intelligent service delivery.
Concentrix’s presence at the event, and the company’s own framing of where the market is headed, offers a useful window into the wider shift in the market.
The company’s General Director Redouane Mabchour, who has been at the helm of Concentrix in Morocco for the past seven years, described the sector as being in the middle of one of its sharpest reinventions.
“What was once seen primarily as customer support is rapidly evolving into a strategic lever for business transformation, powered by AI, data, and human expertise,” he told Morocco World News (MWN), positioning that change as central to the company’s role at GITEX.
He said the company now operates “at the intersection of technology, operations, and transformation,” arguing that the African market is no longer simply about managing interactions but redesigning how businesses function through automation and human augmentation.
This broader industry backdrop is substantial. Africa’s BPO market was valued at $8.85 billion in 2025 and is projected to reach $14.75 billion by 2033, driven by digital infrastructure investment and rising demand for more advanced services.
But, that growth comes with a difficult transition as more than 40% of tasks in Africa’s tech outsourcing sector may be automated by 2030, according to research cited in the sector report, forcing providers to move workers into higher-value roles linked to system oversight, exception handling, and AI training.
From experimentation to industrialization
Mabchour said this year’s GITEX themes around agentic AI, human and AI collaboration, and operational resilience are already visible on the ground. “For us, these are not abstract concepts. They are already operational realities,” he told MWN.
He pointed to the company’s Teklabs, launched three years ago, as a space to test and industrialize AI use cases built specifically for Moroccan and African markets. The aim, he said, is measurable gains in efficiency, cost reduction, and customer experience, with “outcomes over technology” remaining the main priority.
His comments also tie into Morocco’s wider national direction. The country’s AI roadmap targets a $10 billion GDP contribution by 2030, 50,000 specialized jobs, and 200,000 trained graduates, while its call center ecosystem is increasingly being repurposed into a multilingual data and model-training base.
Read more: Morocco Launches ‘Maroc IA 2030’ Roadmap To Strengthen AI Governance, Digital Sovereignty
Mabchour said Morocco now has “all the fundamentals to become a leading regional hub,” citing talent, geographic positioning, and a stable business environment, but added that “execution at scale is what will make the difference.”
The focus on execution also shaped his comments on partnerships. Rather than broad networking, he said the company is using GITEX to pursue “meaningful partnerships” with organizations rethinking operating models, technology partners co-building scalable systems, and talent able to work in human-plus-AI environments.
He also pointed to upcoming Morocco-based strategic partnerships and the launch of a first national customer experience barometer with Ipsos as examples of where the local market is heading.
Looking beyond the event, Mabchour said GITEX Africa 2026 will likely accelerate three trends across the continent’s CX sector. AI will move from experimentation to industrialization, the workforce will shift toward hybrid technical and operational profiles, and customer experience itself will increasingly become a driver of business performance rather than a support function.
Africa’s outsourcing industry is still growing, but the real race now is over who can scale intelligence, talent, and trust fastest.
Morocco World News is also on X — check out our latest posts now! Get MWN on iOS and Android for instant access to breaking news.
The post GITEX Africa: Concentrix’s Redouane Mabchour on Morocco’s CX AI Shift appeared first on Morocco World News.
