South Africa, Nov. 5 -- Earlier this year, I witnessed a transformation in consumer behaviour - one that began at home. My husband, a self-confessed tech enthusiast, embarked on a quest to buy a new laptop. Like many, he dove into YouTube reviews, Reddit threads, and endless browser tabs, only to find himself paralysed by too many choices. The breakthrough came when he turned to an AI assistant, Perplexity, and simply described his needs. Within minutes, the AI synthesised data from forums and reviews, presenting a clear recommendation. The decision was made - swiftly and confidently.

This moment was more than a personal anecdote; it was a preview of a seismic shift already underway. Consumers are increasingly partnering with AI to make ...