We ran a simple experiment: we opened ChatGPT with a brand new conversation (no prior context) and asked it questions that potential customers might ask about local services in South Africa. The results were eye-opening.
The Test
We asked questions like “Can you recommend a good workshop for custom car builds or modifications in Gauteng?” and “Where can I buy aftermarket performance parts for cars in South Africa?” — the exact kind of queries your potential customers are typing into AI tools every day.
What We Found
AI tools like ChatGPT do provide local recommendations — but the results are heavily skewed towards businesses with strong, structured online presences. Most results appeared to be pulled from Google Maps data, Google Business Profile information, and review platforms.
The vast majority of local service businesses were completely absent from the results. Even well-established businesses with excellent reputations in their communities were invisible because their online presence wasn’t structured in a way AI could parse.
The Opportunity
Here’s what makes this exciting rather than alarming: because so few SA businesses have optimised for AI visibility, the bar for getting recommended is remarkably low right now. Businesses that invest in their online presence today — proper Google Business Profile, genuine reviews, structured data, authoritative mentions — will be the ones AI recommends tomorrow.
The window won’t stay open forever. As more businesses catch on, competition for AI recommendations will increase. The businesses that move first will have the strongest foundation.