casablanca – Africa’s customer experience and outsourcing sector will take center stage at GITEX Africa 2026. On the move Go far beyond the traditional call center model to AI-driven business transformation.
In Marrakech, conversations about the evolution of this sector are expected to be framed through the lens of execution, talent and digital sovereignty, as Morocco is increasingly seen as one of the continent’s most trusted hubs for intelligent service delivery.
Concentrics’ presence at this event, and the company’s unique framework for where the market is headed, provides a useful window into broader changes in the market.
The company’s general director Redouan Mabouchoul, who has been at the helm of Morocco’s Concentrix for the past seven years, said the sector is in the midst of its sharpest reinvention.
“What was once considered primarily customer support is rapidly evolving into a strategic vehicle for business transformation leveraging AI, data and human expertise,” he told Morocco World News (MWN), placing that change at the heart of the company’s role at GITEX.
He said the company now operates at the “intersection of technology, operations and transformation”, arguing that African markets are no longer just about managing interactions, but are redesigning how business works through automation and human augmentation.
This broader industry context is important. Africa’s BPO market cherished It is expected to reach $8.85 billion in 2025 and $14.75 billion by 2033 due to investments in digital infrastructure and growing demand for more advanced services.
But that growth comes with a difficult transition. By 2030, more than 40% of operations in Africa’s technology outsourcing sector could be automated. According to The research cited in the sector report will force providers to place employees in higher-value roles related to system monitoring, exception handling, and AI training.
From experimentation to industrialization
Mabshoor said this year’s GITEX theme, centered around agent AI, human-AI collaboration and operational resilience, is already visible on the ground. “For us, these are not abstract concepts; they are already operational realities,” he told MWN.
he pointed The company’s Teklabs was launched three years ago as a space to test and industrialize AI use cases built specifically for the Moroccan and African markets. He said the aim is efficiency, cost savings and measurable improvements in customer experience, with “results over technology” remaining the top priority.
His comments also tie into Morocco’s broader national direction. National AI roadmap target With an expected $10 billion GDP contribution, 50,000 jobs and 200,000 trained graduates by 2030, the call center ecosystem is being repurposed as a multilingual data and model training base.
read more: Morocco releases “Morocco IA 2030” roadmap to strengthen AI governance and digital sovereignty
Mabchor said Morocco now has “all the foundations to become a major regional hub”, citing its talent, geographical location and stable business environment, but added: “Execution at scale will make the difference.”
A focus on execution also shaped his comments on partnerships. He said the company is using GITEX to pursue “meaningful partnerships” with organizations that are rethinking their operating models, technology partners who are co-building scalable systems, and talent who can work in human and AI environments, rather than extensive networking.
He also pointed to an upcoming strategic partnership based in Morocco and the launch of the first national customer experience barometer with Ipsos as examples of where the local market is headed.
Looking beyond the event, Mabshaw said GITEX Africa 2026 is likely to accelerate three trends across the continent’s CX sector. AI will move from experimentation to industrialization, the workforce will move to a hybrid technical and operational profile, and customer experience itself will increasingly become a driver of business performance rather than a support function.
Africa’s outsourcing industry continues to grow, but the real competition is about who can scale intelligence, talent and trust the fastest.
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