South Africa ranks among the top 10 countries globally for the use of Artificial Intelligence (AI), particularly ChatGPT, according to the latest findings from the Boston Consulting Group’s CCI Global Consumer Sentiment Survey. This survey sheds light on the public’s growing familiarity with AI, especially Generative AI, and their nuanced perspectives on its rapid integration into daily life.
Since the launch of ChatGPT by OpenAI nearly two years ago, the generative AI landscape has seen unprecedented growth. The speed of adoption is striking: while it took Spotify 150 days and Instagram 75 days to reach a million users, ChatGPT hit this milestone in just five days, as highlighted by researchers Nivedita Balaji, Aparna Bharadwaj, Jessica Apotheker, and Megan Moore.
South Africa’s Position in the Global AI Landscape
The survey reveals that South Africa ranks 7th globally, with 31% of respondents actively using ChatGPT. This puts the country among the highest adopters of AI technology, alongside nations like India (45%), Morocco (38%), and the United Arab Emirates (34%).
The report also notes that South African consumers have a significant awareness of AI, with 80% of respondents being familiar with ChatGPT. This awareness is slightly lower than in India (93%) and the UAE (91%), but still reflects a strong engagement with AI technologies in the country.
Global Comparison of ChatGPT Usage
Here’s how South Africa compares to other leading countries in AI adoption:
| Rank | Country | % Who Actively Use ChatGPT |
|---|---|---|
| 1 | India | 45% |
| 2 | Morocco | 38% |
| 3 | UAE | 34% |
| 4 | Argentina | 32% |
| 5 | Brazil | 32% |
| 6 | Indonesia | 32% |
| 7 | South Africa | 31% |
| 8 | Philippines | 28% |
| 9 | Sweden | 27% |
| 10 | South Korea | 26% |
The report suggests that consumers across these regions are leveraging AI to address unmet needs, finding value in what the researchers describe as the “three Cs” that AI brings: Comfort, Customization, and Convenience.
- Comfort: AI enhances personal well-being, helping with health, financial, and other ambitions. The survey found that 32% of respondents use AI-powered health and fitness apps.
- Customization: AI supports personalized recommendations, with over a quarter of participants seeking AI’s help in finding the right products or achieving personal goals.
- Convenience: AI minimizes hassle and effort, with 28% of respondents using AI-enabled visual search to locate products that match their preferences.
Public Sentiment: Excitement and Concern About AI
While excitement about AI’s potential is high, the report also highlights significant concerns among consumers. For lifestyle applications of Generative AI, 43% of respondents expressed excitement, but 29% voiced concerns about the implications of AI. In the workplace, excitement levels were even higher at 70%, though 15% of respondents remained wary.
The survey also found that 55% of people believe their jobs are safe from AI replacement, while 19% feel vulnerable or are beginning to worry about their job security. Those in process-intensive roles like marketing, communications, finance, and accounting are particularly concerned, while individuals in relationship-driven roles feel less threatened.
Navigating the ‘Misinformation-Excitement-Concern’ Curve
The researchers identified a “misinformation-excitement-concern” curve, where initial consumer apprehension about AI is driven by unfamiliarity and exposure to myths. As people interact more with AI, their understanding deepens, leading to both excitement and more informed concerns about issues like data security, job replacement, and over-reliance on AI.
The report underscores the importance for marketers and leaders to recognize this curve, ensuring they address these concerns while fostering enthusiasm for AI’s benefits. As AI continues to evolve, it’s crucial to balance the excitement of its possibilities with a thoughtful approach to its challenges, particularly in a tech-savvy yet cautious market like South Africa.
