Examining the impact of artificial intelligence on women’s participation in customer engagement in the South African context

This chapter explores the dynamic interaction of artificial intelligence (AI) and women’s active participation in consumer engagement within the South African context. As technology continues to change consumer interactions, acknowledging the specific impact on women in this environment becomes critical. The study examines the adoption of AI technology and how it influences and shapes women’s participation in customer engagement, addressing an area that has been largely unexplored in South Africa. Despite global research highlighting AI’s transformative promise in customer engagement, the unique experiences and challenges experienced by women in South Africa remain insufficiently understood. Existing literature reveals a troubling gender disparity in AI adoption and leadership roles, with women being underrepresented among AI professionals and decision-makers. Statistics show a worrying gender disparity in the adoption and integration of AI technology, with women accounting for a disproportionately low percentage of AI professionals and decision-makers. According to recent research, only 25% of AI experts in South Africa are female, showing a severe underrepresentation in an area critical to the changing landscape of customer engagements. This gender disparity not only raises concerns about equal opportunities, but it also highlights the necessity of recognizing the unique problems and opportunities that women face in the context of AI-driven customer relations. The aim of this study stemmed from the need to explore nuances of gender dynamics in the integration of AI within the South African business environment. By addressing this gap, the study will contribute to the body of literature on AI and gender, particularly in customer engagement. A quantitative research approach is employed to provide a comprehensive understanding of these dynamics. Findings indicate that while AI brings efficiency and creativity to customer engagement, it also presents distinct difficulties and opportunities for women working in this field. Furthermore, the study found that while men and women both recognize the value of AI, their paths to adoption are influenced by different factors. Men are more likely to adopt AI when they see clear business benefits, while women require a broader support system to navigate the additional challenges they may face. Overall, this study provides significant insights to academics and industry practitioners working to promote equitable and successful integration of AI technology in customer engagement, particularly in the South African setting.