By Juliet Umeh

African businesses must urgently rethink their growth strategies as artificial intelligence (AI) reshapes how consumers discover and trust brands, Daniel Hargley, Lead Strategist and Senior Partner at Ardwatter Business Solutions, has said.

Hargley warned that the era of manual strategy and traditional digital marketing is rapidly fading, with AI-powered platforms increasingly influencing customer decisions across the continent.

“Businesses are no longer competing only on Google search results,” he said. “Consumers are now asking generative AI platforms direct questions about brands — which company is best, most affordable, or most trustworthy. If your business isn’t visible or understood by these AI systems, you are invisible at the moment decisions are being made.”

According to Hargley, while traditional search engines remain relevant, more users are turning to conversational AI tools to seek recommendations, compare prices, evaluate credibility, and make purchasing decisions.

Unlike conventional search engines that list websites, AI platforms summarise reputations, recommend brands, and guide buyer choices — a shift he described as a fundamental change in consumer behaviour.

Industry data underscores the urgency. A 2024 report by PwC projects AI will contribute $15.7 trillion to the global economy by 2030, with Africa positioned to unlock over $1.2 trillion through digital transformation. A 2023 report by McKinsey & Company found that businesses using AI-driven analytics achieve up to 40 percent higher productivity than those relying on manual decision-making. Meanwhile, the World Economic Forum notes that 77 percent of African SMEs still lack access to AI tools needed for digital positioning and visibility.

“This shift is not just technological — it’s deeply psychological,” Hargley said. “Consumers are outsourcing trust to AI. They expect instant, confident answers. If AI systems don’t recognise your brand as credible, relevant, and authoritative, you won’t be recommended, regardless of how good your business is.”

To help businesses adapt, Ardwatter Business Solutions is promoting AI visibility assessments and digital readiness strategies. Hargley said the firm is pioneering a consulting approach that blends AI-powered analytics, automation, and digital marketing strategy to ensure brands are discoverable and recommended by both humans and intelligent systems.

Their services include AI-powered marketing funnels, automation frameworks, and strategic content models aligned with how generative AI evaluates brands.

“We built Ardwatter to future-proof African businesses,” Hargley said. “AI visibility is no longer a luxury — it is the new frontline of competition. The brands that win tomorrow are the ones AI can confidently recommend today.”

He urged African business leaders to embrace AI-driven strategies to remain competitive in an increasingly digital and trust-driven marketplace.