South African consumers lag global counterparts in regards to the use of large language models, such as ChatGPT, to engage with local brands. Would you consider using artificial intelligence to engage with brands?
Now in its fifth year, the 26-question survey was served to the ovatoyou base of over 30 000 online South Africans and 2 000 completed it. The report was co-authored by Charlie Stewart, Rogerwilco CEO; Amanda Reekie, founder of research tool ovatoyou; and Julia Ahlfeldt, founder of Julia Ahlfeldt CX Consulting.
The report notes local firms understandably want to cut costs and are increasingly using tech to improve systems, but it is clear from the research that consumers still want to talk to a human instead of a bot for first contact resolution, but are happy to self-serve if they can. Among these new LLMs, the frontrunner is OpenAI’s ChatGPT, says the report. “As South Africans, we lag behind the international uptake of the tech, as only 15% of our customer panel had tried it, while just under half had never heard of it.”
Stewart says local consumers need to hold more brands to account – and there is a powerful way to do that: reviews and recommendations. By extrapolating consumers’ typical online activity during the purchase journey, the study found online product research impacts R516 billion of purchase decisions within the total R2 trillion retail pie. This highlights the strength of actively driving positive reviews, something that 64% of respondents said they did by posting on social media.
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