New research from the Organization for Economic Co-operation and Development (OECD) and Cisco shows that South Africa is among the first in the world to adopt generative AI, with 45.4% of adults using these tools. However, the findings also revealed generational disparities and disparities in happiness levels.
The study found that young people around the world are voracious consumers of digital content, with those under 35 making the most use of social media, online devices, and generative AI. Emerging economies such as India, Brazil and Mexico are leading the way in global AI adoption with high usage and trust levels, and South Africa is showing similar high confidence. More than three-quarters of South African respondents said they found AI useful and had relatively high levels of trust, reflecting a population that is curious and optimistic about technological change.
However, these markets also report the most screen time for entertainment, the highest reliance on digital-only interactions, and the highest emotional ups and downs due to technology use. South Africa reflects this pattern, with a significant proportion of respondents spending more than five hours per day on recreational screen time, a level that is associated with lower life satisfaction globally.
At the same time, many South Africans note that digital tools have enhanced their ability to stay socially connected.
Guy Diedrich, senior vice president and global innovation officer at Cisco, said: “Empowering emerging economies with AI skills is not just a matter of technology; it is about unlocking the potential of every individual to shape the future.” “When technology, talent and purpose come together, we create the conditions for resilient, healthy and thriving communities everywhere.”
From generative AI to generative AI
The generational divide is equally pronounced and tracks existing trends in digitalisation. Young people around the world report that most or all of their social interactions occur online and express high confidence in the usefulness of AI. More than 50% of under-35s surveyed actively use AI, more than 75% find it useful, and nearly half of 26-35s have completed some training.
In contrast, adults over 45 are less likely to find AI useful, and more than half do not use AI at all. Many people over the age of 55 surveyed said they were “not sure” if they could trust AI, suggesting their uncertainty may be due to unfamiliarity rather than outright rejection.
South Africa closely reflects these generational patterns. Younger respondents show the strongest levels of adoption, while older adults are more likely to express uncertainty. However, across all age groups, South Africans expect meaningful change in the workplace, and many expect AI to have a significant impact on the future of work.
“A key measure of AI’s success should not be the speed of adoption, but whether people of all ages, skill levels, and geographies can use AI to truly improve their lives,” Diedrich said. “That way, we can ensure that the ‘AI generation’ truly includes everyone.”
call to action
This research provides a call to action for citizens, businesses and government leaders around the world to close the digital skills gap, foster digital literacy at all ages, and prioritize well-being alongside innovation. For South Africa, where enthusiasm for AI is high but health considerations require greater attention, a balanced approach to digital development is essential to ensure equitable access and long-term positive impact.
