Crédit Agricole du Maroc (CAM) presented an innovative participatory experience at Gitex Africa Morocco 2026, centered on a generative artificial intelligence interface that allows users to co-design banking services in real time. The demonstration enabled visitors to interact directly with AI tools to conceptualize dashboards, customer journeys, and digital banking interfaces on the spot.
The initiative reflects a broader strategic push by the Moroccan agricultural bank to integrate cutting-edge digital technologies into its service offerings. By inviting event participants to engage with the AI platform, CAM positioned itself as a forward-looking institution willing to involve end users in the innovation process — a model sometimes referred to as participatory or collaborative innovation.
Gitex Africa Morocco, held in Marrakech, is one of the continent's leading technology exhibitions, drawing financial institutions, tech firms, and startups from across Africa and beyond. The 2026 edition continued to serve as a key platform for showcasing digital transformation initiatives in the banking and fintech sectors.
CAM's demonstration at the event underscores the growing role of generative AI in reshaping how financial services are conceived and delivered across North Africa, with Morocco increasingly positioning itself as a regional hub for fintech innovation.
