Why AI Automation is Reshaping the future of Business

One of the things I love most about being a researcher is that I am always learning – one day I’m talking to consumers about adult diapers / alcohol/ bakkies/ dog food and the next about AI!

This week we’ve been doing research on AI Automation. I thought I was old and a bit behind in my journey, but I have been surprised, nay! shocked at the lack of knowledge. This is amongst higher LSM working people.

So what’s Really Happening in South Africa. For some artificial intelligence has stopped being a buzzword in South African workplaces and become a daily tool . But the story is more layered than “robots are coming for your job.”

Apparently South Africa is the standout AI adopter on the continent, but we are still way behind the rest of the world. Microsoft’s Global AI Diffusion Q1 2026 report found that 23.1% of South Africa’s working-age population used an AI product in Q1 2026. That places us 46th out of 147 economies measured — behind global leaders, but still ahead of every other African country in the study.

Although a separate Google/Ipsos study (“Our Life with AI”) found that 70% of South African adults have used an AI chatbot, we found that older working people have literally only used Chat GPT.

Our respondents did not know the difference between Automation, Chat BOT and a BOT (to be honest, I did not know that a BOT and a Chat BOT were different, but they are! But then, I am old!)

72% of South African employees now use AI regularly — placing the country among the leading adopters globally in workplace usage specifically. However, using it and using it well are two differ things!

This is where the numbers get more sobering, especially against South Africa’s already-strained labour market:

· Some respondents would rather live with the pain of repetitive, labour intensive tasks with many human errors than invest in the unknown AI Automation which will simplify their lives.

· There is a genuine fear of loss of jobs, including their own and perhaps there is a sub conscious reluctance to embrace the unknown.

· It means that most of us will need to reskill / upskill in the coming years as automation reshapes industries.

It’s not just about jobs — AI is also pitched as a growth engine:

· South Africa hosts over 600 AI companies, the most of any African country (ahead of Nigeria’s 400+ and Egypt’s 200+).

· Under moderate adoption scenarios, AI could contribute R1.0–R1.4 trillion to South Africa’s GDP by 2030.

The bottom line is that South Africa’s AI story right now is one of genuine momentum shadowed by inequality — between older and younger, richer and poorer, willing to learn and unwilling.

I guess Whether AI becomes a net job creator or a net job destroyer locally will come down to how quickly reskilling, digital infrastructure and inclusive access can keep pace with adoption.