AI is now acting as South Africans' trusted shopping assistant. However, many retailers haven’t even begun to shift their digital approach. leaving gaps for challenger brands this retail peak.
CMOs are facing growing pressure to scale AI initiatives, often without the necessary strategic, data, or measurement foundations in place.
In an economy where AI systems synthesise responses instead of serving “Google and 10 blue links”, you can’t pay your way onto page one, because there is no page two. You are either in the answer set, or you essentially don’t exist.
For many brands, the measurement maturity gap is showing up as a significant growth divide.
The phase-out of the original Google and Boston Consulting Group (BCG) Digital Maturity Survey has left many marketing leaders wondering how they should be measuring their digital transformation efforts.