AI search ‘firmly’ part of customer experience

The 2026 South African Customer Experience (CX) Report indicates that artificial intelligence (AI) search has become a major factor in the customer journey for local consumers in the midst of an economic downturn. Conducted annually by Rogerwilco CEO Charlie Stewart, Ovatoyou founding director Amanda Reekie, and Julia Ahlfeldt of Julia Ahlfeldt CX Consulting, the report surveyed 2,000 individuals and interviewed 56 business leaders across various industries.

Despite 72% of consumers reporting stagnant or declining financial positions over the past year, AI search has provided them with access to comprehensive product and price data, empowering them to make informed decisions. Nearly a quarter of consumers (23%) utilize AI tools such as ChatGPT, Google's Gemini, Claude, and Perplexity to compare products, prices, and seek out discounts, deals, and answers to general inquiries.

While many consumers prioritize value and discounts, they are increasingly expecting immediate, easily comprehensible, and comprehensive information from brands. However, only three-quarters of surveyed companies have a strategy in place to manage their presence in AI-generated answers. This lack of a proactive approach aligns with research showing that South African shoppers are relying on AI tools to guide their shopping decisions, including comparing prices, finding product ideas, and checking reviews or ratings.

AI tools are also used for brainstorming gift ideas, researching products, and engaging with customer service platforms. The report suggests that AI use is transitioning from mere search to action, with 67% of consumers comfortable with AI filling their shopping carts and 62% comfortable with AI placing meal-delivery orders. Around half of consumers would allow AI to book travel or medical appointments, indicating a growing level of trust in AI's capabilities.

While 24% of consumers turn to AI for problem-solving, only 7% of businesses recognize this trend, with 32% still assuming customers would prefer contacting a contact centre.