Companies in digital era face a host of challenges in order to satisfy the need for more and more customized growth and production. However, this development gives both businesses and consumers enormous opportunities. This article presents Industry 4.0's concept based on recent research and practice developments, then analyses the perceptive 4.0 perceptions of Moroccan companies, and then examines whether companies focusing on Industry 4.0 tools are more efficient in terms of productivity by building a quantitative analysis template. The results link innovation to business performance through the use of advanced 4.0 tools.