For the third consecutive year, PwC Morocco presents the CFO Survey, a revealing study of the 2025 priorities of financial departments in Morocco. Titled “Building the future with optimism”, this survey, conducted among more than 110 financial departments across 13 sectors of activity, highlights the challenges and opportunities that are redefining the national financial landscape in an economic context marked by lasting uncertainties.
Despite global economic tensions, Moroccan financial directors have shown increasing confidence over the past three years. According to the study, this optimism increased by more than 10% for the short-term outlook, and by 15% for the medium-term outlook. These results reflect a positive vision regarding economic stability and the growth policies put in place.
“This confidence is fueled by a stimulating business climate, supported by strategic investment projects and major economic reforms aimed at improving not only macroeconomic fundamentals but also social conditions in Morocco. Financial departments play a crucial role in this momentum”explains Mohamed Rqibate, Audit Associate at PwC Morocco.
To achieve their ambitious objectives, financial departments are turning to digital transformation as a lever for efficiency and agility. CFOs are engaging in the adoption of technologies such as artificial intelligence (AI), machine learning and advanced data analytics.
Nearly 44% of Moroccan companies surveyed said they had adopted local initiatives or imported from their parent companies, while 56% reported still low use of these technologies. This finding highlights the obstacles related to training, change management and the integration of AI.
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“AI and machine learning, long perceived as abstract concepts, are today essential tools. They are based on the exploitation of data, the “new black gold” of the modern economy. And who better than financial departments, historical guardians of this strategic information, to take advantage of it? “, observes Kenza Sabouni, Partner at PwC Morocco.
At the same time, financial departments are investing in strengthening human skills. Increasing capabilities in data analytics and predictive modeling is becoming essential to optimize decision-making.
Beyond economic performance, the study highlights the growing importance of issues linked to corporate social responsibility (CSR). Financial departments are called upon to play a key role in establishing sustainable business models aligned with environmental regulations.
The first companies to provide reliable data that complies with sustainability requirements will be considered leaders in their sector. This role involves rapid adaptation to new regulations, while reconciling financial efficiency and compliance with strategic sustainability objectives.
To carry out this study, PwC Morocco collected responses from more than 110 financial departments via an online questionnaire and conducted in-depth qualitative interviews. The results reflect a coherent and comprehensive approach, echoing the study of PwC France and Maghreb CFOs, which is in its 14th edition.
