Artificial intelligence in support of marketing strategy of cooperatives : challenges and opportunities (A Case study in Tangier)[L'intelligence artificielle au service de la stratégie marketing des coopératives : défis et opportunités (Etude de Cas à Tanger) Artificial intelligence in support of marketing strategy of cooperatives : challenges and opportunities (A Case study in Tangier)]

In a context shaped by the accelerating digitalization of markets and the rapid advancement of technologies, artificial intelligence is emerging as a strategic lever for rethinking marketing approaches. This study adopts an exploratory perspective to assess the impact of AI on marketing strategies within the social and solidarity economy. It examines the transformations driven by AI in segmentation, targeting, personalization, and campaign automation. While large corporations have the technical means to capitalize on these innovations, SSE organizations often struggle to adopt them due to structural, financial, and organizational constraints. Based on a literature review and emerging use cases, the research proposes a conceptual cooperative for integrating AI into marketing strategies in ways that are ethical, inclusive, and tailored to the specificities of the SSE sector. The findings indicate that successful integration relies as much on technology as on capacity building, targeted support mechanisms, and cooperation between public and private actors, paving the way for a sustainable and equitable digital transformation.