Published Monday, 13 July 2026 | By LadyBugz Marketing
Not everyone feels the same way about AI, and the differences are dramatic. According to the Meltwater Digital 2026 Global Overview Report, 77% of internet users in Nigeria are excited about AI, compared to just 29.7% in the United Kingdom. South Africa sits above the global average at 56.6%. For B2B companies operating across multiple markets, these differences in AI sentiment have direct implications for messaging, positioning, and strategy.
The AI excitement landscape
The global average for AI excitement sits at 48.7%, but this masks significant regional variation. African markets lead in enthusiasm, with Nigeria (77%), Ghana (72.5%), and Kenya (58.4%) showing the strongest positive sentiment. Turkey (72%), Brazil (67.1%), and Israel (61.2%) also show high excitement. At the other end, the UK (29.7%), USA (33%), and Australia (34.2%) show considerably lower enthusiasm.
Age and gender patterns are also significant. Among 16 to 24 year olds, AI excitement reaches 58% for males and 49.3% for females. By age 65 and above, those numbers drop to 34% for males and 22.2% for females. The gender gap narrows among younger demographics but remains significant among older age groups.
Implications for B2B marketing across markets
- Tailor AI messaging by market: In high-excitement markets like South Africa (56.6%) and Nigeria (77%), lead with AI capabilities and innovation. In lower-excitement markets like the UK (29.7%), focus on practical outcomes rather than AI technology.
- Understand the scepticism: Lower AI excitement in developed Western markets often reflects concerns about job displacement, data privacy, and AI reliability. B2B messaging in these markets should address concerns directly rather than assuming enthusiasm.
- African markets are opportunity-rich: The combination of high AI excitement and growing digital infrastructure in markets like Nigeria, Ghana, Kenya, and South Africa creates fertile ground for B2B AI solutions and services.
- Age-appropriate messaging: B2B decision-makers span multiple age groups. Content targeting C-suite executives (typically older) should emphasise practical business outcomes, while content for mid-level implementers (typically younger) can lean more into AI innovation and capability.
- The gender gap matters: With women showing lower AI excitement across all age groups, B2B companies should ensure their AI messaging is inclusive and addresses diverse perspectives rather than assuming universal enthusiasm.
Strategic recommendations
B2B companies operating internationally should develop market-specific AI positioning. A single global message about AI capabilities will over-promise in sceptical markets and under-deliver in enthusiastic ones. The data suggests creating at least two messaging tracks: an innovation-focused track for high-excitement markets and an outcomes-focused track for lower-excitement markets.
For companies focused on the South African market, the 56.6% excitement rate provides an advantage. South African B2B buyers are open to AI-driven solutions and will respond positively to companies that demonstrate genuine AI competence. However, the messaging should still emphasise practical business value rather than technology for its own sake.
The Bottom Line
AI excitement varies dramatically across markets, from 77% in Nigeria to 29.7% in the UK, with South Africa at 56.6%. B2B companies must tailor their AI messaging to match local sentiment, address market-specific concerns, and adapt their positioning by audience age and gender. One-size-fits-all AI messaging will fail in markets with fundamentally different attitudes toward the technology.
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Source: Meltwater Digital 2026 Global Overview Report (DataReportal)