Meta’s Stealth Move in Generative Search: What It Means for Advertising Agencies

In the fast-paced world of technology, generative search is emerging as a revolutionary force, fundamentally transforming how consumers access information. Traditionally dominated by giants like Google, this field is witnessing a quiet yet significant shift, with Meta positioning itself to potentially overtake Google, particularly in markets like South Africa. This article delves into Meta’s strategic moves, the role of WhatsApp as a generative search tool, and the broader implications for businesses and content creators.

Understanding Generative Search

Generative search, a term coined by Google, represents a paradigm shift in information retrieval. Unlike traditional search engines that index and retrieve data, generative search uses large language models (LLMs) like ChatGPT and Google Gemini to synthesise information and provide proactive, contextually relevant responses. This technology not only understands natural language but can anticipate user needs, offering a more intuitive and interactive search experience.

Meta’s Strategic Stealth in Generative AI

While the tech industry often celebrates new advancements with significant fanfare, Meta has adopted a more subdued approach to its AI developments. This low-key strategy might have given Meta a strategic advantage, particularly in leveraging its vast user base across platforms like WhatsApp, which is exceptionally popular in South Africa. According to the Global Web Index’s Social Media User Trends Report, a staggering 93.9% of internet users in South Africa use WhatsApp monthly, making it an ideal platform for Meta to integrate its AI capabilities.

In April 2024, Meta launched an AI-powered assistant on WhatsApp in South Africa, a move that followed an initial rollout to select users in other regions. This assistant, built on generative AI technology, democratises access to advanced search capabilities, allowing users to obtain information directly through a platform they use daily. This integration could potentially transform WhatsApp into not just a messaging app but a primary search tool, challenging traditional search engines and directories.

The Potential Impact on Google’s Dominance

Meta’s integration of generative AI into WhatsApp could significantly disrupt Google’s dominance in search. While Google has been synonymous with search for decades, Meta’s strategy leverages its social media infrastructure to embed generative search deeply into the daily digital interactions of millions. In South Africa, where WhatsApp usage is exceptionally high, this could shift the search dynamics, with users beginning to rely more on WhatsApp for information retrieval.

Implications for Businesses and Content Creators

The rise of generative search technology, particularly through platforms like WhatsApp, has profound implications for businesses and content creators. The traditional model of search engine optimisation (SEO) and paid search advertising might need to adapt to a landscape where search is integrated into social interactions. Businesses will need to consider how to make their information easily retrievable via generative search, focusing on conversational AI and natural language processing capabilities.

Moreover, the accessibility of generative AI through apps like WhatsApp means that businesses can reach a broader audience, including those previously underserved by traditional digital marketing due to economic barriers or technological access. This democratisation of information access could lead to new opportunities in targeted advertising, customer service, and content delivery tailored specifically to the needs and habits of local users.

The End of Traditional Directories

Meta’s move could herald the end of traditional business directories and Yellow Pages. As generative search becomes more prevalent, the need for static directory websites diminishes. Users can obtain business information and recommendations and even make transactions directly through conversational interfaces offered by generative AI. This shift not only changes how businesses think about online presence but also how they engage with potential customers.


Meta’s strategic incorporation of generative AI into WhatsApp and other platforms positions it at the forefront of a shift in digital search and interaction. For South Africa, where WhatsApp holds significant sway, this could redefine the search landscape, challenging established players like Google and transforming business strategies. As this technology evolves, businesses and content creators must adapt to a new era where search is seamless, integrated, and more accessible than ever before, promising a future where information is at everyone’s fingertips, just a chat away.

About JG Bezuidenhout

About JG Bezuidenhout

JG Bezuidenhout is a founding partner of the South African subsidiary of, the data technology company housed in London, United Kingdom. Although based in Cape Town, JG is the global head of Offernet's advisory and innovation hub and, as such, is responsible for the monitoring and implementation of cutting-edge solutions, particularly within the digital marketing environment. Using advanced technologies such as big data and machine learning, as well as their bespoke Touchpoint Analytics™ system, Offernet can accurately and dramatically improve their clients' returns on advertising spend (ROAS). Their comprehensive approach to marketing, which includes advisory services, data analytics, and media buying, makes Offernet a valuable partner. If you want to take your marketing to the next level to achieve far more measurable results and align yourself with the growth strategies of the entire C-suite (and the company as a whole), Offernet is a logical choice.