AI transforms shopping in SA, but trust at checkout remains real test

South Africans are increasingly using AI to enhance their online shopping experiences, from personalized recommendations to efficient delivery predictions. However, despite these advancements, many consumers still lack confidence in the security of their transactions. This trust issue could hinder the full potential of AI in e-commerce, as businesses need to reassure customers about data privacy and payment security to drive broader adoption. The challenge lies in balancing innovation with consumer safety.