Google’s AI Ambitions in South Africa: A Mobile-First Revolution
Google has been making waves with its latest advancements in artificial intelligence, and South Africa is no exception. Recently, the tech giant took its AI initiatives to Cape Town, showcasing its commitment to transforming how people interact with technology. This move comes as part of a broader strategy to position itself as a leader in the AI space, particularly in regions where mobile access is the primary gateway to digital services.
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At the “AI in Action” roadshow, Google highlighted its vision for the future of AI, emphasizing the importance of mobile-first strategies. Kabelo Makwane, Google’s country director for South Africa, made it clear that the company is not only still in the game but has also redefined it. He stressed that mobile technology is crucial for Africa, a continent where most users rely on smartphones for internet access.
The AI Arms Race on Your Phone
The AI revolution is no longer confined to data centers; it’s happening on devices that fit in your pocket. Google’s approach involves leveraging its mobile ecosystem, including Android and Chrome, to integrate AI seamlessly into everyday use. Features like “Circle to Search” are changing how people engage with information, especially in areas where literacy may be a barrier. With this feature, users can simply circle any text on their screen and search for it without needing to type.
Inclusion is at the heart of Google’s strategy in South Africa. The company is targeting entry-level smartphones under R1,000 and forming partnerships with local telcos to ensure broad accessibility. This approach allows Gemini, Google’s AI model, to function as an invisible assistant across various apps, enhancing user experience without overwhelming them.
Enterprise Transformation and Growth
Google’s efforts in the enterprise sector are equally impressive. The company reported a significant increase in revenue from its cloud division, reaching $13.6 billion in Q2 2025, a 32% year-on-year growth. Gemini has attracted over 100,000 enterprise users, from major firms like Capgemini to Target, who are building AI-powered solutions using Google Workspace.
Makwane emphasized that Google is not just competing in the enterprise space but leading it. The company offers a comprehensive range of services, from video conferencing to AI-enhanced threat intelligence. These tools are not just experimental; they are fully integrated and monetized across Google’s mature platforms.
The Future of AI in South Africa
As AI continues to evolve, it’s essential to understand how it impacts daily life. Google’s AI is already embedded in many aspects of users’ lives, whether through voice search or features on Samsung devices. The focus on mobile-first strategies ensures that AI tools are accessible to the majority of South Africans, who primarily use smartphones for internet access.
However, the rise of AI also brings challenges. News consumption is at risk, as AI summaries may reduce clicks to local news sites. For businesses, SEO is becoming less effective, and content needs to be structured to be machine-readable. Additionally, users should be aware of how their data is being used to train AI models, as this directly affects their online experience.
Addressing Media Concerns
Google is not ignoring the concerns raised by the media industry. Makwane acknowledged the friction between AI and traditional journalism, noting that the company is committed to supporting the transition. Initiatives include funding training for journalists and community radio stations, as well as developing tools like NotebookLM in local languages such as isiZulu and Afrikaans.
While retrospective compensation remains a complex issue, Google is focusing on enabling innovation rather than resisting it. The company aims to preserve credible sources of information while promoting the development of new technologies.
Looking Ahead
Despite challenges, Google remains confident in its position in the AI market. While ChatGPT still holds a significant share of direct traffic, Gemini is gaining traction, especially among younger users. In South Africa, a 2024 survey revealed that 31% of adults regularly use ChatGPT, with mobile usage on the rise.
Makwane’s message is clear: AI is here, and it needs to work for everyone. By embedding AI into mobile experiences and making it intuitive, Google is positioning itself as a key player in the ongoing AI revolution. As the era of passive search fades, the algorithms are coming to users, reshaping how we interact with technology every day.
