AI-Driven Local Search: How Brands Can Win in a Fragmented Digital Marketplace

SNG: South Africa’s AI-Powered Search Shift Makes Hyperlocal the New Favourite

Local is lekker—a phrase that resonates strongly in South Africa and beyond. When it comes to search platforms, consumers are moving away from traditional engines like Google. According to a Forbes survey (2024), only 64% of Gen Z still turn to traditional search engines first for products and services.

People are increasingly using platforms such as TikTok, Amazon, and Instagram to discover the latest products, travel spots, or even what to avoid buying. This shift is driven by AI and new tech, fragmenting search across multiple platforms. Consumers now prefer platforms that offer personalized, localised responses tailored to their specific needs, making local SEO an essential strategy for marketers.

Adapting to AI-Driven Search

With AI-powered search gaining ground, brands must adapt quickly. Bryony Rose, director for Enterprise International Business at Yext, will address this trend at the upcoming Nedbank IMC Conference. Yext is a leader in digital presence management for multi-location brands worldwide.

Bryony notes, “AI-driven search experiences don’t favour the biggest brands or the highest ad spend. Instead, they prioritise the best answers for each individual.” While marketers have started using AI for workflow improvements, many still lag behind in meeting AI search demands.

To stay competitive, marketers need to understand where their audience searches and adjust their strategies accordingly. AI-driven platforms process queries very differently from traditional search engines, moving from simple keyword searches to conversational, context-aware interactions.

What This Means for Marketers

Delivering real value means providing customised answers that users expect. The question is: is your marketing strategy ready for this shift? Attending events like the Nedbank IMC Conference offers insights into these changes and practical guidance on adapting.

• Event Details:
• Speaker: Bryony Rose, Yext
• Date: 18 September
• Venue: Mosaiek Teatro, 1 Danielle Street, Fairland, 2030
• Tickets: In-person R3500 (excl. VAT), Virtual R950 (excl. VAT)
• Note: Early bird tickets sold out; limited seats available with no allocated seating
• Book your ticket here

About the Nedbank IMC Conference

The Nedbank IMC Conference is Africa’s leading integrated marketing event, attracting the continent’s top CMOs, senior marketers, and agency leaders. Since its launch in 2019, it has become the largest marketing conference in Africa.

The conference operates on the belief that Marketing is Business® and deserves a seat at the boardroom table. It features fast-paced 15-minute presentations on global marketing trends—without sales pitches.

Presented in association with MASA and in collaboration with the ACA, the event is endorsed by the IAB. The 2025 theme continues to emphasize that Marketing is Business®.

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