Artificial intelligence is no longer a technology of the future. It is gradually becoming a strategic transformation driver for companies, reshaping operating models, customer experience, marketing strategies, and decision-making processes.
But where do Tunisian companies really stand in their adoption of AI? What are the main challenges they face? And what priorities are currently mobilizing business leaders?
To provide concrete answers, Syrine.ai conducted an exclusive survey during MEDIANET INSIGHT DAY, an event dedicated to digital transformation, innovation, and artificial intelligence.
Conducted among around 120 participants, mostly Top Management members from marketing, communication, IT, and digital transformation backgrounds, this survey provides qualitative insights into the AI maturity of Tunisian companies.
The results reveal a market in full transition: aware of the opportunities offered by AI, but still in the process of structuring itself to move toward large-scale adoption.
The first key insight concerns the level of digital and artificial intelligence adoption within Tunisian organizations.
Where do Tunisian companies stand today?
These results show that nearly 9 out of 10 companies are still in an exploration or progressive adoption phase.
Although initiatives are increasing, the most advanced organizations remain a minority. Only 14% of surveyed companies say they have started an active transformation or adopted a truly “AI-First” approach.
This situation is typical of markets in an acceleration phase: awareness is now established, but moving from experimentation to industrialization remains a major challenge.
When decision-makers are asked about their main concerns regarding AI, one clear finding emerges: expectations are mainly focused on operational performance.
Automation clearly ranks first among business concerns.
Companies are looking for solutions that can optimize internal processes, improve team productivity, and reduce low-value tasks.
This trend confirms an important evolution: AI is now perceived less as a purely technological topic and more as a business performance lever.
Another notable finding is that digital visibility challenges rank second. In a context marked by the rise of generative engines and changing search behaviors, companies are seeking to understand how AI can strengthen customer acquisition and digital presence.
Among the topics presented during the event, one trend clearly stands out.
With 40% of responses, agentic AI applied to customer experience stands out as the most strategic topic for decision-makers.
This trend reflects the rapid evolution of market expectations. Companies are no longer only looking to automate certain interactions. They now want to deploy intelligent agents capable of understanding, analyzing, recommending, and acting autonomously to improve the user experience.
The second most popular topic concerns the transformation of visibility and communication in the age of AI.
The rise of conversational engines, generative search, and AI-assisted content creation is gradually redefining marketing strategies. Concepts such as Generative Engine Optimization (GEO), AI Content Marketing, and Data-Driven Marketing are beginning to shape companies’ strategic thinking.
Beyond the figures, this survey highlights an essential reality: Tunisian leaders are fully aware that artificial intelligence will be a key competitiveness factor in the coming years.
The question is no longer whether AI should be integrated into the company, but how to integrate it effectively.
The next steps for organizations will include:
The companies that succeed in this transition will be those capable of combining strategic vision, governance, and operational pragmatism.
The results observed during MEDIANET INSIGHT DAY are part of a broader dynamic that goes beyond Tunisia’s borders.
Across Africa, investments in artificial intelligence, digital services, and digital platforms are accelerating significantly. Banking, insurance, public administration, healthcare, and education are among the main drivers of this transformation.
Tunisia has many assets to play a leading role in this continental momentum: a mature technology ecosystem, internationally recognized talent, a strong engineering culture, and solid references in the development of complex digital solutions.
For more than 25 years, MEDIANET has supported this transformation through the design of digital platforms, business solutions, and digital transformation projects deployed in Tunisia, Africa, and internationally. Present in more than 30 countries and strongly involved in e-Gov, banking, insurance, and innovation, the group is now pursuing its ambition to become a reference player in AI transformation in Africa. To explore this continental dynamic further and discover leading countries, key figures, and market opportunities, read our analysis: “Artificial Intelligence Adoption in Africa in 2026: Key Data, Leading Countries and Market Opportunities.”
The survey conducted by Syrine.ai during MEDIANET INSIGHT DAY confirms that Tunisian companies have entered a new phase of their digital transformation.
Although most of them are still in an experimentation or progressive adoption phase, their priorities are now clearly identified: process automation, customer experience improvement, data exploitation, and the transformation of visibility strategies.
These are all signs that artificial intelligence is moving from the status of an emerging innovation to that of a true growth and competitiveness driver for Tunisian organizations.
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To go further: ➡️ Artificial Intelligence Adoption in Africa in 2026: Key Data, Leading Countries and Market Opportunities
