“Salam, bghit n3ref wach kayn livraison l Tanger?” This message is typical: Darija in Latin letters, numbers standing in for some letters, French words. A few years ago no chatbot would have understood it. Today, it's different.
What works well
- Understanding Darija in Arabizi (Latin letters + numbers) and Arabic script.
- Switching naturally between languages in the same conversation.
- Replying in the customer's language, automatically.
What needs care
- Local business vocabulary (product names, neighbourhoods, regional expressions).
- Tone: Moroccan customers expect warmth, not a robotic answer.
- Sensitive cases, which must always go to a human.
Our method
We test every assistant on at least 50 real customer questions, many in Darija, before go-live. And you can try it yourself: our assistant, bottom-right of this page, answers in Darija.