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Fez, a city in Morocco, boasts a thousand-year-old tradition of craftsmanship, now facing significant challenges in a globalized market. This study explores the potential of Industry 4.0 technologies, particularly Artificial Intelligence (AI), to revitalize this vital sector while preserving its cultural authenticity. Employing a mixed-methods approach, combining interviews, surveys, and field observations, the research reveals a tension between the imperative for modernization and the need to maintain traditional practices. The analysis indicates that while artisans have limited familiarity with Industry 4.0, they recognize existing challenges, including competition from mass-produced goods and limited market access. Opportunities for improvement include modernizing production, enhancing quality control, and developing new distribution channels. However, significant financial and cultural barriers hinder the adoption of these technologies. The study proposes a strategic framework for a successful transition, emphasizing supportive public policies, tailored training programs, and a phased implementation involving all stakeholders, to ensure the long-term sustainability and competitiveness of Fez's unique craftsmanship.

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Moroccan Craftsmanship in the Era of Industry 4.0: How Can AI Enhance Authenticity While Boosting the Sector’s Competitiveness?

  • 会议论文

  • 发表日期：

    2026年

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  • Mehdi Idrissi,
  • Madiha El Maftah

摘要

Fez, a city in Morocco, boasts a thousand-year-old tradition of craftsmanship, now facing significant challenges in a globalized market. This study explores the potential of Industry 4.0 technologies, particularly Artificial Intelligence (AI), to revitalize this vital sector while preserving its cultural authenticity. Employing a mixed-methods approach, combining interviews, surveys, and field observations, the research reveals a tension between the imperative for modernization and the need to maintain traditional practices. The analysis indicates that while artisans have limited familiarity with Industry 4.0, they recognize existing challenges, including competition from mass-produced goods and limited market access. Opportunities for improvement include modernizing production, enhancing quality control, and developing new distribution channels. However, significant financial and cultural barriers hinder the adoption of these technologies. The study proposes a strategic framework for a successful transition, emphasizing supportive public policies, tailored training programs, and a phased implementation involving all stakeholders, to ensure the long-term sustainability and competitiveness of Fez's unique craftsmanship.