Sigma AI Barometer — Business Pulse 2026/27

Sigma AI Barometer — Business Pulse 2026/27
Where are you on your AI journey — and where could you be in six months?

AI is changing how people learn, work, create and run businesses. Sigma International is building the AI Barometer to understand how businesses across South Africa are using AI, what value it creates, what holds people back, and how safely and responsibly it is used.

This is not a test. Whether you have never used AI or use it every day, your experience matters. The questionnaire is designed to be simple to complete on a smartphone. Some questions appear only when relevant to your business.

If you choose to receive your results and provide contact details, Sigma will send you a short AI maturity snapshot, your key strengths and gaps, and 2–3 practical suggestions. We encourage you to return in 6–12 months so you can see what has changed.

Individual responses will not be published. We will report public findings in aggregate, protect personal information and avoid identifying small groups. Your information will be handled in line with Sigma’s privacy notice.
Acknowledgement of how Sigma International uses your responses
Acknowledgement

I have read and agree to the following: By submitting this questionnaire, I acknowledge and agree that Sigma International may use my responses to assess AI adoption and maturity, prepare an individual AI Barometer assessment where requested, and produce anonymised, aggregated research findings and reports. Individual responses will not be publicly disclosed. Personal information will be handled in accordance with Sigma International’s Privacy Policy and applicable data protection laws.
Would you like Sigma to email you your AI snapshot and invite you to repeat the Barometer in 6–12 months ?
Are you answering about your own use of AI, your business or team’s use of AI, or both?
When a question asks about you, answer about your own experience. When it asks about your business, answer about the business or team you name in this form. If you do not know an answer, select “Don’t know” where available.
About your business — a few quick questions
What is your role ?
Which province is your business mainly based in ?
How many people work in your business, including you ?
What is your main business sector ?
Where does your business mainly operate ?
Which device do you use most for business ?
How do you mainly access the internet for your business ?

Other
Your AI use today – tools, skills and confidence
How often do you use AI tools for work ?
Examples include ChatGPT, Meta AI in WhatsApp, Gemini, Copilot and Canva AI
Which AI tools have you used for work in the last 3 months ? Tick all that apply.

Other
Are the AI tools you use mainly free or paid ?
How would you describe your own AI skill level ?
How confident are you about what AI can and cannot do well?

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2

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4

5

1 is 1 Not confident, 5 is 5 Very confident
Do you have access to the AI tools you need for work ?
How well do your device, data affordability and internet connection support your use of AI for work?
How confident are you in asking AI clear questions and improving answers with follow-up instructions ?

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3

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5

1 is 1 Not confident, 5 is 5 Very confident
How confident are you in noticing when an AI answer might be wrong or incomplete ?

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2

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5

1 is 1 Not confident, 5 is 5 Very confident
How often do you check important AI answers for factual accuracy and completeness before using or sharing them?
What do you use AI for in your business ? Tick all that apply.
Which statement best describes AI use in your business today ?
Have you identified specific tasks where AI could help ?
How do you mainly keep the business information you would need to work with AI ?
Responsible and safe AI use
Do you have rules about what customer, staff or private business information can be shared with AI tools ?
Do you control which AI tools are used and how they are used in your business ?
In your business or team, how often does a person review and approve an AI-assisted important decision or message before it is acted on or sent?
Do you understand what personal or customer information you should avoid entering into AI tools under South Africa’s privacy law (POPIA) ?
In the last 3 months, how much time has AI saved you or your business in a typical month ?
Has AI improved your work, decision-making or customer service ?
Has AI helped your business gain customers, save money, increase sales or create a new product/service ?
Has AI given you useful expertise or business help that would otherwise have been difficult or costly to access ?
What AI learning or support have you received in the last 12 months ? Tick all that apply.

Other
What is your biggest barrier to using AI more effectively ?
Has AI increased what you personally feel capable of learning, creating or doing ?

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2

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5

1 is 1 Not at all, 5 is 5 Very significantly
Over the next 12 months, what do you expect will happen to AI use in your business ?
A little more about you and your business
Name

First NameLast Name
Email address for your AI snapshot (Please check your spelling so that your snapshot reaches you)
example@example.com
Name of the business or team you are answering about (Please use this same business or team when answering the business questions throughout this form )
Age group
Gender
Approximate annual turnover
How long has the business been operating ?
Which type of tourism, travel or hospitality business are you answering about?
What is your relationship with Sigma International? Tick all that apply

Other
If other Please specify
Have you received AI training or coaching from Sigma ?
Which Sigma programmes or internal training activities have you participated in? Tick all that apply.

Other
Business and digital access — additional programme questions
Is your business registered ?
Which devices do you use for your business ? Tick all.

Other
How reliable is your internet connection for business use ?

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4

5

1 is Very unreliable, 5 is Very reliable
About how much does your business spend on internet/data per month ?
Which digital tools does your business use ? Tick all

Other
Business ownership and inclusion —privacy-sensitive
May Sigma use the following business ownership information for aggregated enterprise-development and inclusion analysis ?
Is your business majority owned by any of the following ? Tick all that apply.

Other
In one sentence, how do you use your main AI tool ( Optional ) ?
Which two types of AI support would help your business most ?

Other
As far as you know, do customers or guests use AI to find your business or plan experiences like those you offer?
Have you tried an AI agent for work?
What one task would you most like AI to help with in the next six months? ( Optional)
Tell us one example of where AI has helped you or your business ( Optional)
What could your business realistically spend on AI tools per month ? ( optional )
Thank you for taking the Sigma AI Barometer

This is a practical self-reported snapshot, not an audit or certification. We hope you return in 6–12 months to see how your journey has progressed
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Sigma AI Barometer — Business Pulse 2026/27

Acknowledgement of how Sigma International uses your responses

About your business — a few quick questions

Your AI use today – tools, skills and confidence

Responsible and safe AI use

A little more about you and your business

Business and digital access — additional programme questions

Business ownership and inclusion —privacy-sensitive

Thank you for taking the Sigma AI Barometer