Foundever: steady growth and jobs gaining value with AI
In a changing job market, the customer relations sector in Morocco continues to transform, driven by both increased volumes and the emergence of new skill needs. Fatna ABDOUH, HR Director Deputy Morocco at Foundever, shares her view on upcoming trends: a solid growth dynamic, an upgrading of services, and an already very concrete impact of artificial intelligence on recruitment and job evolution.
1) Does your sector foresee job growth in the coming year, and why?
Yes, clearly. The customer relations sector in Morocco continues to show sustained growth momentum. This growth is driven by several factors:
the relocation of certain European activities to Morocco, for reasons of competitiveness, stability, and quality of service;
the evolution of customer needs towards higher value-added services (advanced technical support, specialized back-office, data, quality, etc.);
the accelerated digitalization of companies, which generates new jobs around digital, IT, and analytics.
We are thus observing growth that is both quantitative (headcount) and qualitative (skill level).
2) What skills are you looking for the most, and which are the most complex to find or attract?
AI is already transforming our recruitment practices, particularly through sourcing, application screening, skills assessment, and the automation of several HR processes. It is also evolving jobs towards more analysis, management, and human added value.
For Moroccan executives, it is essential to develop a digital and data-driven culture, to continuously train in AI tools and automation, while strengthening key soft skills such as adaptability, critical thinking, communication, and leadership.
In this context, lifelong learning becomes the real key factor to remain competitive in the job market.
3) Does AI impact your recruitment, and how? What can Moroccan executives do to better meet your expectations?
Yes, AI is already profoundly transforming our recruitment practices and the evolution of our jobs. It is currently involved in sourcing, application screening, skills assessment, and the automation of several HR processes. On the job side, it is evolving roles towards more analysis, management, and human added value.
For Moroccan executives, it is now essential to develop a true digital culture, to continuously train in AI, automation, and digital tools, while strengthening key soft skills: adaptability, critical thinking, communication, and leadership.
Adopting a lifelong learning approach, rather than relying on fixed expertise, is becoming the real differentiating factor in this context of accelerated transformation.
Read also: DXC Technology Morocco: growing tech opportunities for 2026-2027
