Artificial intelligence in South Africa has moved from experimentation to becoming a core part of marketing, but according to the South African Social Media Landscape Report 2026, technology alone no longer sets successful brands apart.
Now in its 16th year, South African Social Media Landscape Report It has established itself in South Africa as one of the most authoritative studies of the country's digital landscape. Created by Ornico in partnership with World Wide Works and Ask Africa's Target Group Index (TGI), it combines industry research, consumer insights and expert analysis to help marketers, communicators and business leaders understand the trends shaping social media in South Africa and make more informed, data-driven decisions.
The 2026 report shows that South African marketers are entering a more mature phase of digital marketing. AI has become standard practice, platform strategies are becoming more selective, and organizations are placing a renewed emphasis on human creativity, trust, and strategic decision making.
The report found that 73% of organizations now use artificial intelligence in their marketing activities, while 72% use ChatGPT for content creation. Additionally, Anthropic Cloud has emerged as one of the fastest growing AI platforms among marketers, growing from 9% to 29% in just one year.
However, rather than replacing people, AI is replacing the role of marketers. As access to AI tools becomes widespread, competitive advantage is shifting toward qualities that technology cannot easily replicate, including creativity, cultural understanding, strategic thinking, and authentic human connections.
“Artificial intelligence is no longer a story. It is becoming part of the everyday marketing toolkit,” says Arthur Goldstuck, managing director of World Wide Works. “The organizations that will stand out are those that combine AI with human judgment and creativity rather than relying solely on technology.”
The report also reveals a more disciplined approach to digital marketing. While investment in AI and marketing technology remains strong, organizations are becoming increasingly selective about where they invest their time and budget. Companies spending less than R10,000 per month on social media advertising increased from 53% to 60%, while more than half still expect to increase their investments in the coming year.
Social platform strategies are also evolving. LinkedIn has strengthened its position as South Africa's leading corporate platform, with adoption among organizations reaching 88%, while WhatsApp is growing as a business communications channel. Additionally, fewer companies are reporting using TikTok despite continued growth in consumer adoption, which suggests that marketers are taking a more strategic approach to platform selection rather than trying to maintain a presence everywhere.
The consumer landscape continues to change. Facebook remains South Africa's largest social platform and has returned to growth, Instagram has regained momentum, LinkedIn continues to expand its reach among consumers, Pinterest is quietly gaining popularity, and Threads is beginning to establish itself within the country's social media ecosystem.
Beyond technology, the report highlights an increasing focus on community and engagement. More organizations than ever before are actively participating in online communities, while marketers are placing greater emphasis on understanding community impact and building strong long-term relationships with audiences.
Despite rapid advances in AI, the biggest barriers to success remain organizational rather than technical. Time constraints, budget pressures, leadership alignment and skills development present greater challenges than access to new technology, reinforcing the report's central theme that people remain at the heart of successful digital marketing.
“The technology available to marketers has never been more powerful,” says Oresti Patricios, CEO of Ornico. “What will increasingly define success is how organizations combine that technology with human insight, strong strategy, and a real understanding of their audience. That's the human edge.”
South African Social Media Landscape Report 2026 Combines industry research, exclusive South African consumer data, platform analysis and expert commentary to provide marketers, communicators and business leaders with one of the most comprehensive views of the country's digital landscape. Now in its 16th year, it continues to serve as one of South Africa's most authoritative resources for understanding the trends shaping social media and digital marketing.
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