Artificial intelligence continues to reshape industries worldwide, and South Africa’s online services sector is no exception, with AI increasingly used to help customers find the right businesses faster and more efficiently. Online services marketplace Snupit has been leveraging AI-powered technology for years to improve how customers connect with trusted local service professionals.
While many companies are only now beginning to explore AI’s potential, Snupit’s technology journey began when the company evolved from an online directory into an online services marketplace in 2017.
Unlike global platforms that rely on international datasets and broad assumptions, Snupit’s approach is built around the unique characteristics of the South African market. The country’s service economy is diverse, with customer needs varying significantly between regions, cities and communities. Understanding local search behaviour, popular service categories, seasonal demand patterns and regional preferences is critical to creating meaningful connections between customers and service providers.
“Technology is a powerful tool, but it works best when it understands the people it’s serving,” said Mithundra Sivenandan, Snupit’s sales and marketing manager. “South African customers have unique needs, and local businesses operate in a unique environment. That local understanding remains incredibly important.”
One of the key advantages of AI within an online marketplace is its ability to improve matching between supply and demand. When customers submit service requests, multiple factors need to be considered — including service category, location, urgency and the specific requirements of the project. AI helps process these variables quickly, allowing customers to connect with professionals best suited to assist them, reducing delays and improving the quality of matches. As demand for digital services grows, the company says, technology is playing an increasingly important role in helping South African SMEs access new opportunities and reach customers more effectively.
Despite advances in AI, Snupit believes technology alone is not enough. While fully automated systems are technically possible, the company continues to combine AI-powered processes with human oversight and customer support. “AI can improve efficiency, but trust remains a human decision,” Sivenandan said. “Our goal is to use technology to enhance the customer experience, not replace the human element that remains so important in service-based businesses.”
As AI adoption grows globally, concerns around privacy and data protection continue to increase. For South African businesses, compliance with the Protection of Personal Information Act remains a critical responsibility, and Snupit says customer privacy is a key consideration in how technology is implemented across its platform. User information is not used to train AI models and is not shared with AI providers for training purposes, the company said.
As a Proudly South African member, Snupit said it remains committed to investing in local innovation that supports South African businesses and consumers. By combining locally developed technology with human expertise and customer support, the company continues to create opportunities for service professionals while helping customers find trusted businesses across the country — and it believes the future belongs to businesses that successfully balance innovation, trust and human connection.
