Artificial Intelligence is rapidly reshaping how consumers discover, evaluate and purchase products, while simultaneously transforming the way brands, retailers, publishers and technology partners plan, activate and measure commerce media.
The IAB South Africa Connected Commerce Committee is proud to announce the launch of the IAB South Africa AI in Retail & Commerce Guide, developed in alignment with the latest guidance from IAB Europe’s Guide to AI in Retail and Commerce Media Guide.
As a member of the global IAB Retail Media Cooperative and through ongoing collaboration with IAB Europe and other international IAB markets, IAB South Africa continues to bring global standards, frameworks and industry best practices into the local market. This guide represents Phase 1 of that journey, providing South African practitioners with practical guidance on AI’s role across retail media, commerce media and the broader connected commerce ecosystem.
The guide explores key AI concepts, governance considerations, emerging use cases and implementation approaches, including audience intelligence, media planning, creative optimisation, search, shopping agents, measurement and reporting. It also highlights the importance of responsible adoption, human oversight and industry-wide standards as AI becomes a foundational capability within commerce media.
While informed by global thinking, the ambition extends beyond adoption. Phase 2, scheduled for later this year, will introduce South African case studies, local market examples and regional insights to help organisations understand how these principles can be applied within our own commerce landscape.
As AI continues to transform commerce, establishing a shared understanding of opportunities, risks and best practices will be essential for industry growth.
Global expertise. Local application. Responsible innovation.
Download the IAB South Africa Guide to AI in Retail & Commerce
For context, also see the IAB SA Retail Media Glossary.