He was born in Paris, although he spent a large part of his childhood in Sarcelles. His father is Moroccan and his mother is of Tunisian origin After three years of course of theatre in Paris (1987–1990).
Ayouch started his career as a scriptwriter and director with the advertising agency Euro-RSCG.
In 1992, he directed Les Pierres bleues du désert, a first short film with Jamel Debbouze which tells the history of a convinced young man that there are large blue stones in the desert. Since then he directed two short films, Hertzienne Connexion (1993) and Vendeur de silence (1994) for which he received international recognition. He won the Ecumenical Award in 2000 in the Montreal World Film Festival for his film Ali Zaoua: Prince of the Streets. Ayouch is set to produce the French-Moroccan thriller film Mirages.