Paris – In his newly released book Staying Human: Business in the Age of AI, Moroccan entrepreneur Nourdine Bihmane, CEO of global customer experience leader Konecta, explores the profound impact of artificial intelligence on the workplace while advocating for a future where technology enhances, rather than replaces, human potential.
Published in France by Les Petits Matins, the book blends fiction with real-life experiences, inspired by a simple yet powerful question from his 11-year-old daughter: “Dad, could AI do your job?” That question became the starting point for a broader reflection on the fears, hopes, and ethical challenges surrounding AI in today’s business world.
Bihmane argues that while artificial intelligence is transforming industries at an unprecedented pace, it should not be viewed as a threat to human work. Instead, he calls for a new social contract that places people at the center of technological progress, emphasizing that qualities such as judgment, empathy, responsibility, and human relationships remain irreplaceable.
Having taken over the leadership of Konecta in 2024, at a time when generative AI was fueling concerns about large-scale job losses in customer service, Bihmane witnessed firsthand the anxiety experienced by employees. He says his book aims both to reassure workers and to encourage governments, businesses, and families to prepare responsibly for this transformation.
Describing AI as an “invisible shock,” comparable to the arrival of smartphones or social media, Bihmane warns that the technology could have even deeper societal consequences if adequate safeguards are not established. He raises concerns about deepfakes, cognitive sovereignty, and the need to protect children from AI-driven algorithms designed to maximize attention rather than learning.
The book is structured around four main themes: the invisible shock of AI, the tension between fear and hope, a critical examination of dominant narratives surrounding AI, and a roadmap for remaining human in an increasingly automated world.
Among his proposals, Bihmane advocates for stronger protections for children under 16 through AI systems designed primarily for educational purposes. He also supports taxing companies that benefit most from AI to finance workforce reskilling, arguing that while many tasks will be automated, human value will increasingly lie in handling nuance, emotion, creativity, and unexpected situations—the “last mile” where people remain indispensable.
Konecta has already begun implementing this vision through its Katalyst program, which prepares employees to work alongside AI agents in hybrid environments. According to Bihmane, the company has invested more than €20 million in employee training to support this transition.
Headquartered in Madrid, Konecta operates across Europe and Africa, including Morocco, where it employs more than 7,000 people in Casablanca. Bihmane believes Morocco is well positioned to become a regional AI talent hub, provided it continues investing heavily in education, digital skills, and workforce development.
“Whether in Morocco, the United States, or India, we all face the same challenge: preparing the skills that will build tomorrow’s economy,” Bihmane concludes.
