We Participated In Another AI Image Trend. But Who Really Gets To Participate?

A few weeks ago, AI-generated caricature images were all the rage once again. Social media timelines were filled with fun, hyper-personalised digital figurines of marketers, lawyers, creators, and entrepreneurs, all reimagined through the lens of generative AI. It was creative, playful, and innovative, so naturally, I couldn’t resist joining in on the trend. I have to admit, seeing myself through the lens of an A

I tool was a lot of fun.

But once the novelty wore off, I found myself grappling with a more serious question: who gets to participate in moments like these, and who gets left behind?

The AI Boom: A Dream for Marketers

There’s no denying it — we’re living in a golden age for marketers. With the right prompts, AI tools can generate branded visuals in seconds, draft marketing copy in minutes, automate design processes, and eliminate expensive production bottlenecks. They streamline content pipelines and make professional-grade marketing accessible to small and medium-sized enterprises (SMEs) selling online.

In theory, AI is a game-changer. It lowers the barriers to entry, accelerates go-to-market timelines, and improves efficiency and cost management. It promises to democratize opportunity.

But in practice, the benefits aren’t evenly distributed.

The Digital Divide We Don’t Talk About Enough

South Africa has one of the most dynamic SME ecosystems in Africa, but it’s also one of the most unequal. The informal sector alone accounts for over 2.5 million businesses in the country. Yet, according to World Bank data, only about 13% of these businesses use digital platforms to support their operations.

Research shows that more than 35% of township and informal businesses struggle to access critical business information, such as funding guidance, compliance updates, and digital systems. Many operate without websites, structured marketing systems, CRM tools, or digital payment infrastructure. And that’s before we even start talking about AI.

While some entrepreneurs are experimenting with ChatGPT prompts and Midjourney design aesthetics, others are still grappling with basic challenges like reliable internet access, affordable data costs, access to laptops, and relevant digital training. Many simply don’t have the time to learn complex tools while managing the day-to-day demands of their businesses.

We can’t have meaningful conversations about AI adoption without acknowledging these structural realities.

A Personal Reflection: From Soweto to Scaling SMEs

I grew up in Soweto, and I’ve seen firsthand the resilience, hustle, and ingenuity of township entrepreneurs. Spaza shop owners, hair salon operators, caterers, mechanics, home-based manufacturers, and street vendors . These business owners are not short on ambition, intelligence, or creativity. What they do lack is access.

Access to applicable, relevant information about resources, tools and opportunities for their businesses. Access to training designed for their unique business needs. Access to tools that are affordable and practical. Access to the time needed to experiment with new technologies and tools without risking their daily income.

When AI trends dominate professional conversations, I can’t help but think about how many of these entrepreneurs are completely excluded from the room. And that should concern all of us.

The Risk of a Two-Speed Economy

If we’re not intentional, AI could unintentionally widen South Africa’s economic gap. We risk creating two parallel economies:

• A digitally accelerated SME class that automates systems, scales through global e-commerce, leverages AI-driven insights, and increases margins through efficiency.

• A digitally excluded informal sector that operates manually, depends on foot traffic, struggles to access new markets, and competes without digital leverage.

This isn’t inclusive innovation. It’s a two-speed economy.

What This Means for Digital Agencies Like Ours

At Something About Francis, we work primarily with SMEs, many of whom are navigating growth, digital transformation, and market expansion. The rise of AI forces us — and agencies like ours — to reflect deeply on our role. If business owners can “do everything” with a few prompts and clicks, what value do we bring?

The answer isn’t to resist AI. It’s to elevate our role. AI can generate content, but it can’t replace strategic positioning, contextual market insight, a deep understanding of township and informal markets, or the behavioral and cultural nuances that drive long-term brand building. It can’t guide ethical digital transformation or design systems that are truly inclusive.

The future of marketing agencies isn’t in production alone. It’s in strategy, systems integration, and inclusive enablement of AI solutions for our clients.

Innovation without inclusion is incomplete. If we’re serious about growing South Africa’s economy, we need to ask ourselves some tough questions. How do we localize AI training for township entrepreneurs?

How do we simplify tools for mobile-first businesses?

How do we build systems that don’t assume corporate infrastructure?

How do we reduce the intimidation factor around emerging tech? And how do we design digital transformation for the realities of informal trade?

Because true digital transformation isn’t about trends. It’s about access.

Where Curiosity Meets Responsibility

As an entrepreneur working at the intersection of formal and informal markets, I remain deeply curious. What happens to businesses that never gain access to critical knowledge and systems? How many ideas never scale because the right tool never reaches the right person? How much GDP growth are we leaving on the table because of these gaps?

South Africa doesn’t have a talent problem. It has an access problem. AI has the potential to transform our SME ecosystem, but only if we’re intentional about who benefits. The question isn’t whether AI will change marketing — it already has. The real question is whether we’ll use it to widen the gap or to close it.

At Something About Francis, we believe digital transformation must be strategic, inclusive, and locally relevant. Because innovation shouldn’t be a privilege. It should be a platform