Guest on the programme Al Moukawil on MFM Radio, Mohsine Bahhou, CEO of IZEMX, delivered a deep and inspiring discussion on entrepreneurship, artificial intelligence, and digital transformation.
Through his testimony, he shared a clear-eyed vision of the entrepreneurial journey, shaped by experience, continuous learning, and a strong conviction: technology only has value when it addresses real problems. This exchange faithfully reflects the DNA of IZEMX, combining international ambition, technical expertise, and a strong human foundation.
Technology entrepreneurship: a methodically built journey
Originally from Midelt, Mohsine Bahhou reflected on a key stage in his career, often underestimated by young entrepreneurs: salaried employment. According to him, this phase is not a detour, but a fundamental step in understanding how companies truly operate, market expectations, and the level of rigour required to build a solid project.
This period enabled him to develop a structured business vision, while strengthening his technical expertise through specialised studies in Big Data. From an early age, a childhood dream motivated him: to create his own company—not as a trend-driven ambition, but with the goal of delivering useful, sustainable technological solutions tailored to organisational needs.
This vision gave rise to IZEMX.
IZEMX: a name with meaning and vision
During the programme, Mohsine Bahhou clearly explained the meaning behind the name IZEMX, a choice that is far from accidental.
“Izem” means lion in Berber, a symbol of strength, courage, and leadership. The “X” represents technology, innovation, and the digital world in its broadest sense.
IZEMX therefore embodies the alliance between strategic strength and technological innovation, with an identity deeply rooted in its origins and firmly oriented towards the future.
Artificial intelligence: moving beyond clichés to create value
Artificial intelligence naturally occupied a central place in the discussion. Mohsine Bahhou emphasised an essential reality: AI does not mean ChatGPT. Behind this widely publicised term lie complex business use cases, custom architectures, and above all, very concrete business challenges.
Some sectors are currently particularly advanced in AI adoption. Logistics, in particular, was cited as a clear example. IZEMX already supports major players in this sector in France, a point highlighted by the journalist during the programme.
Many companies talk about AI, but few truly know how to use it effectively. The difference is not made by the technology itself, but by the ability to understand the business, identify the problem, and design a truly appropriate solution.
AI and humans: an alliance, not an opposition
Contrary to alarmist narratives, Mohsine Bahhou insisted on a fundamental point: artificial intelligence should not be seen as a threat to humans. When used intelligently, it becomes a powerful lever. While AI does transform certain professions and may cause some to disappear, it also gives rise to new roles, new skills, and new opportunities. The challenge is therefore not to resist change, but to prepare for it and support this evolution in a structured and responsible way.
Artificial intelligence helps with decision-making, significantly reduces time spent on repetitive tasks, and improves overall performance. However, it is not infallible. AI can make mistakes, which is why maintaining a human, critical, and strategic perspective remains essential.
It is precisely in this complementarity between humans and machines that the best results emerge.
Data, trust, and digital responsibility
When asked about the reliability of free AI applications, Mohsine Bahhou provided a balanced response. Offering free trials is part of standard launch strategies, but this should never come at the expense of security or transparency.
The key issue remains access to data. At IZEMX, one principle is clear: the client always retains control. The choice of data, its hosting, and its usage are decided with full transparency. If the client wishes, IZEMX can manage the entire infrastructure—but always within a secure and controlled framework.
Trust is not decreed; it is built.
Morocco, France, and international expansion: a balanced vision
While France is currently more advanced in the adoption of artificial intelligence, Mohsine Bahhou made the strategic decision to establish operations in Morocco. His objective is clear: to democratise access to advanced technological solutions for both SMEs and large Moroccan companies.
IZEMX thus positions itself as a bridge between expertise acquired in Europe and the realities of the Moroccan market, with particular attention given to public procurement, identified as a key lever for transformation.
Two major announcements revealed on Al Moukawil
Mohsine Bahhou’s appearance was also marked by two exclusive announcements.
The first concerns IAVIA, a new initiative scheduled for launch in 2026. IAVIA will offer ready-to-use artificial intelligence solutions designed to adapt to all sectors and enable rapid adoption without technical complexity.
The second announcement relates to the international expansion of IZEMX, with an upcoming presence in Dubai. This strategic choice confirms the group’s ambition to establish itself sustainably within the world’s major innovation hubs.
An open and pragmatic sector-based approach
Unlike companies specialised in a single field, IZEMX advocates an open and pragmatic approach. No sector is excluded by principle. The decisive factor is understanding the business, listening to real needs, and accurately identifying the problem to be solved.
Beyond technology, IZEMX stands out above all for its commitment to never leaving clients alone when it comes to artificial intelligence. AI can be intimidating: should teams be trained, new profiles recruited, or the entire organisation restructured? These are legitimate questions, and IZEMX integrates them from the very beginning of its approach.
Teams support clients step by step, explaining, simplifying, and structuring use cases until everything is fully understood and mastered. The goal is not to impose complex technology, but to demonstrate that AI, when properly framed, is neither complicated nor inaccessible.
This educational and progressive approach enables IZEMX to design truly adapted solutions, whether in web development, Web2, Web3, artificial intelligence, or blockchain, while building long-term trust with its partners.
Web3, blockchain, and cryptocurrencies: proven expertise
Mohsine Bahhou also addressed topics related to cryptocurrencies and wallets, which he masters thanks to his professional experience in France. This expertise naturally strengthens IZEMX’s positioning in Web3 technologies, blockchain, and smart contracts, now at the heart of many innovative projects.
A clear trajectory, an affirmed ambition
Mohsine Bahhou’s appearance on Al Moukawil perfectly illustrates the trajectory of IZEMX: a company rooted in Morocco, strengthened by international expertise, and guided by a responsible vision of technology.
With the launch of IAVIA and expansion into Dubai planned for 2026, IZEMX confirms a clear ambition: to support organisations in their digital transformation, always placing technology at the service of business and people.
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