AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
CUSTOMER EXPERIENCE
AI search behaviour by SA consumers more than doubled in a year
By our African Marketing Confederation News Team | 2026
Consumers are asking AI which retailer offers the best deal, comparing products or researching brands before visiting a website or store.
Almost one in four South African consumers (23%) surveyed in a new study now use AI search tools such as ChatGPT, Gemini, Claude and Perplexity to compare products and prices, find deals and answer purchasing questions.
According to the 2026 South African Customer Experience Report, this behaviour has more than doubled in a year.
Yet 75% of surveyed businesses do not have an active strategy for managing how they appear in AI-generated answers.
Photo: Ivan S/Pexels
For retailers, this creates a new visibility challenge. Consumers are asking AI which retailer offers the best deal, comparing products or researching a brand before ever visiting its website or store.
Now in its eighth year, the report draws on research in the second quarter of 2026 covering 2,000 consumers and 56 business executives. It is produced by Rogerwilco CEO, Charlie Stewart; Founding Director of Ovatoyou, Amanda Reekie, and CX consultant Julia Ahlfeldt.
“Consumers increasingly expect information to be available immediately, easy to understand and capable of answering anything that matters to them,” says Stewart. “The quality of any organisation’s digital footprint has therefore become part of the customer experience itself.”
AI is also moving beyond discovery. Sixty-seven percent (67%) of consumers surveyed say they would be comfortable allowing AI to fill a shopping cart, while 62% would trust AI to place a meal-delivery order. Around half would consider using AI to book travel or medical appointments.
“AI isn’t more than just another Google,” comments Ahlfeldt. “Consumers aren’t only using it to find information; they’re starting to use it to make decisions and take action on their behalf.”
Poor experiences are costing retailers customers
The customer experience research also points to a growing risk for retailers: unhappy customers are increasingly choosing to leave rather than complain.
Eighty-one percent (81%) of surveyed consumers had a negative customer experience over the past 12 months, up from 76% in 2024. Yet only 24% said they post about poor experiences on social media or review platforms, compared with 50% in 2023.
“Silence should not be mistaken for satisfaction,” notes Reekie. For retailers, this means declining complaints do not necessarily signal improved customer experience. Customers may simply be switching brands without explaining why.”
Download the 2026 South African Customer Experience Report here.
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