The South African Revenue Service SARS is deploying artificial intelligence and, advanced data analytics to identify and pursue social media influencers who have not declared income from brand partnerships and sponsored content, as part of a broader effort to collect R513 billion in outstanding taxes.
Reporting from Townpress Newspaper indicates that SARS is intensifying efforts to recover billions in unpaid taxes with content creators now a specific focus area. The tax authoritys campaign comes as it works to meet a revised revenue target of R1.84 trillion for the 2024/25 financial year, with significant amounts still outstanding.
The publication notes that SARS will use AI and data analytics to track undeclared income from online content creators and brand partnerships. This technological approach represents a significant escalation in the revenue services compliance efforts, particularly targeting a segment that often operates in informal or non-traditional business structures.