The complexity of the supply chain processes has increased exponentially. To cope with this complexity, integrating new technologies is much recommended. The integration of Industry 4.0 technologies, especially artificial intelligence and machine learning, in the supply chain processes of industrial companies, can help achieve the company’s objectives. Through this research, we have tried to probe the contribution of Industry 4.0 technologies in the supply chain of Moroccan automotive industries, through a qualitative study. This qualitative study was conducted using NVIVO. This analysis is based on interviews conducted with a global automotive cable industry leader based in the Atlantic free zone of Kenitra in Morocco. This work demonstrates the perception of the actors of the supply chain regarding the challenges of integrating artificial intelligence in the supply chain processes, its benefits, and its disadvantages.