Mbabane – The Minister of Commerce, Industry and Trade, Manqoba Khumalo, signalled a tougher stance on competition regulation as artificial intelligence (AI) and digital platforms reshape Eswatini’s economy, saying regulators must stay ahead of fast-evolving market risks to protect consumers and ensure fair play among businesses.
He was speaking through the Under Secretary, Phesheya Dube, at the commemoration of World Competition Day, observed under the global theme Artificial Intelligence, Consumers and Competition Policy.
Khumalo said the rise of AI-driven services, automated decision-making and data-intensive business models demands stronger vigilance from authorities. He argued that competition policy can no longer focus solely on traditional market conduct, as digital transformation continues to blur boundaries and create new vulnerabilities.
“Competitive markets drive efficiency, stimulate innovation, attract investment and ultimately contribute to job creation and social welfare,” Khumalo said.
He stressed that competition is not a technical matter reserved for regulators, but a central driver of development with direct consequences for economic opportunity and consumer welfare.
The ministry is of the view that supporting robust regulatory systems that prevent anti-competitive behaviour and safeguarding consumers plays a vital role in ensuring markets function fairly.
Khumalo added that the Eswatini Competition Commission (ECC) also needs to be capacitated on the use of AI.
“By protecting consumers from exploitative and unfair practices, the Commission contributes directly to public confidence in the economy,” he said.
With the rapid spread of mobile money services, digital platforms, algorithmic pricing tools and AI-powered customer interfaces, Dube warned that new risks, from data misuse to digital market concentration must be confronted proactively.
“AI can improve services and expand choice, but it can also lead to unfair conduct if not supervised,” he said.
He added that competition authorities must remain vigilant so innovation supports rather than undermines fair markets.
He said regulators must adapt at the same pace as technological change.
“Regulators cannot afford to look backwards while markets move forward. No single institution can address these challenges alone, coordination and shared understanding are essential,” he added.
ECC Board Chairperson Sandile Simelane echoed the call for stronger enforcement, saying fair competition and consumer protection remain fundamental pillars of economic stability. He noted that many people only appreciate the value of competition regulation when its impact becomes visible.
“Most of us did not understand the function of a competition commission until we saw the impact of its work,” he said, pointing to the example of South Africa, where the price of Covid-19 tests fell from E800 to E400 following regulatory intervention.
“That shows why a competition commission matters.”
Simelane urged businesses to prioritise transparency as they adopt AI tools, particularly those used in customer interactions.
“Businesses should clearly disclose when customers are interacting with chatbots and provide an option to speak to a real person,” he said, adding that protection of consumer data must remain a non-negotiable standard.
He stressed that well-enforced competition policy is essential for economic growth, particularly in a market where consumer spending is a major driver of activity.
“By ensuring proper safeguards against unfair practices, competition policy strengthens confidence, enabling businesses to grow while consumers benefit from choice and affordability,” Simelane said.
Both the ministry and the ECC emphasized that the future of fair markets depends on collaboration across regulators, the private sector and civil society.
Khumalo called for continued engagement to ensure competition policy remains responsive and effective, while Simelane pledged that the Commission would intensify education campaigns and enforcement efforts.
“Healthy competition strengthens our economy. It drives better products, better prices and better opportunities for all,” he said.
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