Artificial Intelligence (AI) is rapidly transforming various sectors in the economy, including the Information Technology (IT) industry. In Morocco, there is a lack of research regarding the state of adoption of AI in the IT sector. Therefore, this qualitative study aimed to examine the factors that drive the intention of Moroccan IT companies to integrate AI applications. Semi-structured interviews with eight IT executives from the Rabat-Casablanca region were conducted. The Technology, organizational, environment theoretical model was used as a framework of the study. Findings showed that participants perceive AI as a complex technology with many potential benefits to the IT sector but can have privacy issues for organizations. Access to financial resources, lack of AI skilled workforce and pressure from competition were identified as important organizational determinants of AI adoption. Environmental factors include technological infrastructure and regulatory support through an AI national strategy. These findings highlight the importance of a public–private partnership to support the adoption of AI in the IT sector and its diffusion to other industries in Morocco.