At Gitex Africa 2026, Taylan Suer, General Manager of Philip Morris Maghreb, highlighted Morocco's potential to lead digital transformation across the African continent. Speaking at the event, Suer emphasized the country's capacity for a "technological leap" driven by widespread mobile adoption and artificial intelligence.
Suer pointed to Morocco's "mobile-first" culture as a key enabler of digital innovation, noting that the country's high smartphone penetration and growing connectivity infrastructure position it as a model for other African nations. He described AI as a central pillar of Philip Morris's own internal transformation strategy in the region.
Gitex Africa, held in Marrakech, has become one of the continent's leading technology forums, bringing together industry leaders, startups, and policymakers to discuss digital innovation. The 2026 edition continued to spotlight Morocco's ambitions as a regional tech hub.
Philip Morris International has been investing in digital tools and data-driven operations as part of its broader global strategy to modernize its business model. In the Maghreb region, this includes leveraging AI for consumer engagement, supply chain optimization, and regulatory compliance.
