In a move reflecting the growing digital transformation in Moroccan politics, various institutions and political parties have launched AI-generated virtual personalities to engage with citizens online. In January, the Economic, Social, and Environmental Council (CESE) introduced “Roya,” an AI-driven virtual persona designed to provide updates on the council’s activities and insights on topics such as artificial intelligence. Shortly thereafter, the Istiqlal Party unveiled two virtual characters, “Amal” and “Hakim,” aimed at fostering engagement with young people and promoting digital political initiatives.
Debate Over the Role of Virtual Communication in Politics
The use of AI-driven personas in political institutions has sparked debate among experts. Some argue that direct interaction between political parties and citizens is fundamental to building trust and engagement. Others believe that embracing modern digital tools, including artificial intelligence, is essential to capturing the attention of younger generations and fostering their participation in political discourse. The discussion raises questions about how to balance traditional face-to-face communication with digital engagement in political institutions.
Abdelwahed Ziyat, president of the Moroccan Network for Youth Civic Engagement, emphasized that political parties, as constitutional institutions, must establish direct communication channels with citizens through their offices and other facilities.
“The primary role of political parties is to engage with citizens directly, not just through virtual means,” Ziyat stated. He lamented the current political landscape, arguing that the disconnect between citizens and parties has led to a political environment resembling that of “virtual parties” with little real-world presence.
Ziyat further criticized the lack of accessibility of elected officials, stating, “We elect representatives, but their party offices remain empty, making it seem as though we are dealing with virtual parliamentarians.” While he acknowledged that AI has practical applications in administrative procedures and customer service, he insisted that political communication should remain direct and personal, involving government institutions, parliament, and local councils.
The Case for AI in Political Engagement
On the other hand, Rachid Esseddik, president of the Moroccan Center for Citizenship, argued that traditional communication methods are no longer sufficient to accommodate the rapid shifts in youth behavior and information consumption. He emphasized the necessity of adopting modern digital tools to supplement conventional strategies.
“In an era of rapid technological advancement and evolving communication patterns, AI-generated characters offer an innovative and effective way to engage the public, particularly young people,” Esseddik said. “These digital personalities rely on AI and animation to create interactive and appealing content, making them useful in fields such as marketing, education, and politics.”
He highlighted international examples, such as Japan’s use of virtual characters in education and public awareness campaigns, as models that Morocco could emulate. These AI-generated personas provide engaging educational and informative content that captures the attention of young audiences while making complex topics more accessible.
However, Esseddik cautioned that virtual personas should be seen as a means rather than an end. “The effectiveness of these initiatives depends on selecting the right messages to communicate through virtual characters. Institutions need to ensure that their content is relevant and resonates with young people,” he noted.
Balancing AI and Traditional Communication
For AI-driven political engagement to succeed, Esseddik believes that institutions must adopt a comprehensive strategy that combines digital innovation with credibility and transparency. This includes producing interactive and inspiring content that addresses youth concerns in a meaningful and engaging way. Furthermore, he stressed the importance of maintaining credibility by ensuring accurate and reliable information and promptly responding to public inquiries.
“A truly effective strategy should not only use AI for engagement but also maintain open communication channels with young people, allowing them to voice their opinions and contribute to shaping policies and programs,” Esseddik concluded.
As Morocco continues its digital transformation, the debate over the role of AI in political engagement underscores the challenges and opportunities of integrating technology into democratic processes. While virtual personas offer a new avenue for communication, the key to effective political engagement lies in a balanced approach that values both digital and direct interaction with citizens.
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