Powered by OpenAIRE graph
Found an issue? Give us feedback
ZENODOarrow_drop_down
ZENODO
Article . 2026
License: CC BY
Data sources: Datacite
ZENODO
Article . 2026
License: CC BY
Data sources: Datacite
versions View all 2 versions
addClaim

Assessing the impact of artificial intelligence on social innovation and inclusive territorial development: A quantitative study of women's cooperatives in Morocco

Authors: Nouib, Abdellah; Boulkhir, Layla; Atitaou, Asmae; Dammoune, Mohammed;

Assessing the impact of artificial intelligence on social innovation and inclusive territorial development: A quantitative study of women's cooperatives in Morocco

Abstract

This study investigates the role of Artificial Intelligence (AI) adoption as a catalyst for social innovation and inclusive territorial development within women's cooperatives in Morocco's social and solidarity economy sector. Using primary data from 65 women's cooperatives in the Marrakech-Safi region operating across agriculture, handicrafts, waste management, and sustainable tourism, we employ Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypothesized relationships between AI adoption, social innovation, and inclusive territorial development. Data were collected through structured questionnaires and analyzed using SmartPLS 4 with 5,000 bootstrapping iterations. Results demonstrate that AI adoption significantly enhances social innovation (β = 0.562, p < 0.001) and directly contributes to inclusive territorial development (β = 0.321, p < 0.01). Critically, social innovation mediates the relationship between AI adoption and territorial development (β = 0.472, p < 0.001), with a confirmed partial mediation effect (indirect effect β = 0.265, p < 0.001). AI tools including digital market analytics, mobile payment systems, and machine learning-based management applications improve cooperative efficiency, market access, and social cohesion, though adoption rates vary significantly across operational domains (marketing: 3.78; production: 2.89). This research provides pioneering empirical evidence from the Global South on AI-driven digital transformation in the social economy. It extends the resource-based view to the cooperative context, demonstrating that AI functions as a collective asset rather than merely a competitive resource. The study reveals that technology alone is insufficient; organizational learning, institutional support, and ethical governance frameworks are essential mediating mechanisms. Findings inform policy interventions for organizations such as ODCO and REMESS, emphasizing the need for targeted digital literacy programs, infrastructure investment, and equity-focused AI adoption strategies to prevent digital exclusion within rural cooperatives.

Keywords

inclusive development, Morocco, women's cooperatives, artificial intelligence, social innovation

  • BIP!
    Impact byBIP!
    selected citations
    These citations are derived from selected sources.
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
Powered by OpenAIRE graph
Found an issue? Give us feedback
selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
Related to Research communities
Upload OA version
Are you the author of this publication? Upload your Open Access version to Zenodo!
It’s fast and easy, just two clicks!