A few weeks ago, I attended a talk by the founder of Sierra AI, a startup specializing in deploying AI Agents that automate customer support roles (call centers). Sierra isn't running pilots—the company is already deploying dozens of solutions in production for some of the world's largest companies across multiple sectors: banking, insurance, healthcare. No sector is safe. These AI Agents handle millions of requests every month, interacting with real customers who often don't even realize their support agent is an artificial intelligence. Last week, Sierra AI announced they've crossed $100M in annual revenue, in less than two years—undeniable proof of the demand for these services and the sector's imminent transformation. A transformation that's worrying for Morocco's outsourcing industry.
A Real Risk of Socioeconomic Shock in Morocco
I worry about the future of Morocco's outsourcing sector. What concerns me most: what will happen to the 140,000 people this sector employs. For many young Moroccans, this is one of the main pathways to professional integration. What happens if even half of these jobs disappear in the coming years? What happens to the families, the neighborhoods, the local economies built around these jobs?
In the current context, where Morocco's economy struggles to create employment, we need to prepare seriously. We're competing with other countries like India, the Philippines, and Nicaragua—and I'm not sure all of them can survive this transformation.
Every Crisis Is Above All an Opportunity
The short-term solution would be to slow this transition through protective regulation, or worse, public subsidies. These approaches will only harm Morocco's long-term competitiveness. We need to respond structurally instead, and I see three potential opportunities for Morocco.
Invest in AI Agent Trainer roles. AI models need training to adapt to different contexts. OpenAI recently recruited over 100 former Wall Street bankers to train AI Agents specialized in financial modeling that will automate part of investment banking work. This need exists for outsourcing roles too, and Morocco has a unique advantage: a workforce that knows the fundamentals of the trade, mastery of different categories (customer relations, back-office, technical support, moderation), and a wealth of historical data. Everything needed to train these new agents.
Build AI Agents Made in Morocco. Moroccan companies like Intelcia and Outsourcia have assets few companies possess: years of customer conversations, a deep understanding of what works, and established relationships with major international accounts. AI model intelligence will become a commodity—what will make the difference is the quality of proprietary data and orchestration for specific needs. The opportunity is to shift from labor provider to creator of technological value, by offering AI solutions instead of being disrupted by others.
Move from Customer Support to AI Agent Support. We're heading toward a world where AI Agents will interact with other AI Agents. These agents will bug out, face exceptions, need arbitration. They'll sometimes need human support. This is a new type of technical support—not for human users, but for AI Agents. The foundational skills already exist in call centers. Moroccan outsourcing companies could capitalize on this need.
Act Fast and Decisively
The countries and companies that are first to train a workforce capable of working with these AI agents—not against them—will capture the new opportunities. Others risk watching entire industries and businesses empty out. We have what it takes to be in the first group. We just need to get started.