A PhD researcher from Cadi Ayyad University in Marrakech has earned international recognition for groundbreaking work on artificial intelligence and customer experience, signaling Morocco’s growing influence in global academic research.
Oussama Elasri, a doctoral researcher and lecturer in digital marketing and artificial intelligence at Cadi Ayyad University, received the Best Student Paper Award at the 16th Global Islamic Marketing Conference held in Alanya, Turkey, on October 28–29, 2025. The distinction places Elasri among an elite group of emerging scholars advancing the intersection of technology and ethical marketing practices.
The award-winning paper, co-authored with Dr. Hamadi Chakib, examines conversational artificial intelligence within digital customer experience frameworks. Titled “Conversational AI in Digital Customer Experience,” the research presents a comprehensive bibliometric and systematic review of how omnichannel conversational AI systems are reshaping customer interactions in the digital age. The work distinguishes itself through methodological precision and practical applications for businesses navigating digital transformation while maintaining ethical marketing principles.
The recognition arrives at a pivotal moment when artificial intelligence is fundamentally restructuring how companies engage with customers. Elasri’s research addresses critical questions about implementing AI-powered communication systems that balance technological efficiency with human-centered values, a tension increasingly relevant as businesses worldwide accelerate their digital strategies.
Cadi Ayyad University, established in Marrakech, has emerged as a significant force in African research excellence. The institution maintains active research laboratories spanning sciences, technology, humanities, and management disciplines, while fostering international collaborations with academic partners across Europe, Asia, and North America. The university’s deliberate investment in supporting young researchers and facilitating their participation in global academic forums appears to be yielding measurable results on the international stage.
The Global Islamic Marketing Conference, organized annually by the International Islamic Marketing Association since 2010, serves as a premier gathering for scholars examining marketing through ethical and value-based frameworks. This year’s edition in Alanya focused particular attention on responsible marketing practices in an era dominated by artificial intelligence technologies. The conference attracts leading academics and industry experts worldwide, making Elasri’s achievement particularly noteworthy given the competitive field.
Elasri’s academic profile extends beyond research. He delivers courses across multiple higher education institutions in Morocco and participates regularly in international conferences, contributing to broader conversations about digital transformation in marketing. His work represents a growing cohort of Moroccan scholars making substantive contributions to global academic discourse, particularly in technology-driven fields.
“Receiving this award in such a prestigious setting is an immense honor,” Elasri said following the announcement. “It recognizes the effort invested in this research and motivates us to keep exploring the synergy between technology, customer experience, and ethical values.”
The award underscores several converging trends: Morocco’s ascending profile in academic research, particularly in technology and business disciplines; the increasing global attention to ethical considerations in marketing and AI deployment; and the vital role emerging researchers play in bridging theoretical frameworks with practical business challenges.
As artificial intelligence continues to permeate customer service and marketing operations worldwide, research examining these technologies through ethical and cultural lenses becomes increasingly valuable. Elasri’s recognition at GIMAC 2025 suggests that Moroccan institutions are producing scholarship that resonates beyond regional boundaries, contributing meaningfully to global conversations shaping the future of digital commerce and customer relations.