What is changing
AI automates, assists and anticipates. It changes speed, scale and execution quality. Data, models and continuous learning are becoming decisive advantages.
I’m Ali Rifaai. I explore how AI is transforming the way we work, decide and create.
An engineer by training and an entrepreneur, I study artificial intelligence beyond the headlines: its real uses, its limits and what it is already changing inside organizations.
Understanding AI in a world that is accelerating.
Artificial intelligence is not just ChatGPT or a succession of tools. It is becoming a new layer of our economy, transforming production, knowledge, professions and the way organizations make decisions.
My work begins with observing, testing and making these transformations understandable.
What remains human
Judgement, meaning, trust, creativity and ethics. AI amplifies what we choose to do with it; it does not replace intention or responsibility.
What we must learn
Understand the mechanisms, assess the impact, experiment methodically and deploy where value is real — knowing why, how and how far.
From engineering to artificial intelligence.
Trained as an engineer at the University of Montpellier, I gradually built a path at the intersection of technology, marketing and entrepreneurship.
In 2019, I joined Google Digital Garage and continued learning through Google, Meta and HubSpot certifications. That same year, I founded Axen Media.
After returning to Morocco in 2021, I led strategy, creative, web, CRM, e-commerce and acquisition projects across several industries. As generative AI emerged, I went deeper into models and tools through reading, training and, above all, experimentation.
Read my journeyMontpellier
Engineering studies at the University of Montpellier.
2019 — Axen Media
Agency launch and deeper work in digital marketing.
2021 — Back to Morocco
Projects developed closer to local businesses and talent.
Today — Applied AI
Studying, testing, sharing and putting artificial intelligence into practice.
What I observe, what I test, what I share.
Analysis to understand AI without jargon, separate lasting signals from hype and make better decisions.
How to implement AI in a Moroccan company
A six-step method to move from AI interest to a first measurable business result.
Read the insightMy fields of exploration.
I document these topics through reading, tests, training and situations encountered in the field.
→AI models & agents→Work & productivity→Marketing & creativity→Strategy & governance→Automation→Adoption & skills