South Africa, Sept. 21 -- VML's latest Future Shopper report suggests technology has yet to replace the fundamentals of shopping: value, trust, availability and a good customer experience.

South African consumers are increasingly turning to AI for product discovery. The report points to a growing gap between the enthusiasm surrounding AI in the retail industry and how consumers are actually using the technology.

AI is part of the journey, but not the final decision

South Africans are already experimenting with AI tools as part of their shopping journeys. According to the report, 59% of local respondents use ChatGPT, while 41% use Google Gemini.

But adoption does not necessarily equal trust.

"The race to adopt AI can distract brands f...