The event witnessed the unveiling of a new baby of the digital age. Curious? Let’s find out.
Marrakech – The newly launched Orra Event Agency made its debut in style with an unforgettable soiree at the lush Club House Golf Al Maaden in Marrakech.
The theme? “How to make AI a lever for your business rather than a threat.” And let’s be honest, in a world where “friend or foe?” is the question of the hour on the topic of this tech, this event had everyone intrigued.
At the heart of it all was Noha Regragui, the agency’s founder and an undeniable force of creativity.
With her vision, the Orra Event set out to prove that AI doesn’t have to be some cold, faceless enigma. In fact, it can sing — literally.
This is where you get to meet Habib Oualidi, a man brimming with innovation and a knack for dramatics.
“A star is born,” he declared at the event, unveiling Sherine Baddi, his AI-powered Moroccan singer.
She stole the show, leaving the audience in AI-awe, dancing to Baddi’s performance .
Conceived by Oualidi, founder of the 34-year-old Kayak Communication agency, Sherine is a Franco-Moroccan digital sensation designed to celebrate cultural blending and promote global peace.
“She’s a modern Moroccan woman with a universal appeal, embodying the richness of our Kingdom’s heritage while connecting with the world,” Ouladi said
Sherine’s carefully crafted persona draws from Morocco’s deep cultural well.
She dons Amazigh attire, caftans, and contemporary European fashion, reflecting her creators’ desire to show-off Morocco’s diversity.
Her first song, “Welcome to the Kingdom,” is a love letter to Morocco’s legendary hospitality, a value Oualidi believes is unmatched globally.
“This song wouldn’t work as ‘Welcome to France,’ because, let’s face it, that’s not their narrative right now,” Oualidi said with a smile.
“Sherine is rooted in Moroccan values that inspire and promote peace worldwide.”
Sherine herself had a message for the audience: “I’m an AI artist, but I’m not here to replace real artists.
I’m here to make them more effective, better, more creative. AI alone makes mistakes, and humans alone can’t keep up. Together, we can create magic.”
AI as a communication game-changer
The event wasn’t just a showcase for Sherine but a broader discussion on the role of AI in reshaping industries.
Oualidi, a veteran in branding and digital communication, expressed the need for businesses to rethink their approaches.
“Generative AI is already impacting countless jobs,” he warned. “Within our agency, we’ve identified over 500 roles that will be transformed.”
This isn’t about replacing people but reinventing professions. AI can enhance our work by creating videos, generating content, and opening new avenues for creativity.”
He added: “Imagine Sherine alongside real artists, promoting Morocco at major events like CAN 2025 or even the 2030 FIFA World Cup.”
A star with a mission
Sherine’s creators have big plans. They envision her as a cultural ambassador who transcends borders and inspires global audiences.
Her multicultural identity — a mix of Moroccan, French, and Portuguese influences — aligns with her mission to advocate for peace and unity through her art.
“We gave Sherine an ID; she’s in her thirties, approachable, and universal,” Oualidi said.
She represents modern Morocco while being relatable to audiences worldwide. She’s not just an AI; she’s a story, a message, and a bridge between tradition and technology.
As the Orra Event concluded, the message was clear: AI, when embraced thoughtfully, can be a powerful ally.
Oualidi summarized it best: “AI isn’t here to threaten us but to challenge us to do better. The winning formula is human plus AI — that’s where the real explosion of creativity happens.”
Sherine Baddi is proof of that vision. With her first song already making waves and discussions underway for future projects, she’s poised to become a global sensation.
The Orra Event Agency’s debut wasn’t just a celebration of AI; it was a bold statement of what’s possible when technology meets tradition.
