South African Shoppers Remain Wary of AI Shopping Tools

A new report shows that most local consumers are double-checking AI-generated product recommendations before they make a purchase.

Updated on Oct. 27, 2026 in Shopping — General

Bold vector editorial illustration of a magnifying glass held over a woven basket of apples, representing consumer product verification. — South African consumers are increasingly verifying AI-driven product recommendations manually, citing concerns over commercial influence and the need for greater retail transparency. AI Illustration. Upload story photo >

Live Poll

Do you trust AI-generated product recommendations when making purchases?

The 10th annual Future Shopper report from VML reveals that South African consumers are increasingly cautious about the role of artificial intelligence in retail. While many use tools like ChatGPT and Google Gemini, there is significant concern regarding the commercial influence of these systems.

Why it matters

Economic pressures are driving local shoppers to scrutinise brand value and product authenticity more closely. As a result, consumers are prioritising trust and transparency over the convenience often promised by AI-driven shopping platforms.

In South Africa, 59% of respondents use ChatGPT while 41% utilise Google Gemini, yet 55.4% worry about the commercial influence of these tools. Additionally, 51% of total consumer spending now occurs online.

The players

VML

This is a global marketing and communications agency that publishes annual research reports on consumer behaviour and market trends.

The details

Local shoppers are actively bypassing content they suspect is AI-generated and are frequently verifying product recommendations manually. This behaviour is compounded by a growing anxiety, with 70% of respondents reporting increased financial stress and 59.7% noting that sponsored search results make product discovery more difficult.

The 10th annual VML Future Shopper report was released in 2026.
Data collected over the past year shows a 45% decline in perceived search quality.

Culture Shift

The findings reflect a broader rejection of automated consumerism, following the trend established in the VML Future Shopper report 10-year longitudinal consumer study. This marks a departure from previous years where digital convenience was the primary driver of shopping habits.

Shoppers should remain diligent by verifying AI-generated advice against independent reviews before finalising purchases. With 52% of consumers willing to trade personal data for monthly income, it is essential to weigh the privacy costs of digital retail incentives.

The takeaway

South Africans are prioritising financial security and authenticity in an increasingly digital marketplace. Shoppers are advised to maintain manual verification habits to ensure they are making informed decisions in an era of commercially influenced content.