For 30-years, SAS has played a role in shaping how South African organisations use data. Since its Johannesburg office opened in 1995, the company has trained 43,000 people, worked with universities to graduate thousands more, and built partnerships across sectors from banking and insurance to telecom and government. That investment in skills and technology has helped customers use data to solve practical problems, from detecting fraud to improving customer service.
In 2012, SAS launched its Graduate Programme, designed to give disadvantaged graduates a pathway into the data and analytics profession. More than a decade later, many of those recruits are still shaping the industry. This legacy was celebrated earlier this year when SAS hosted its first Alumni Connect, with over 130 graduates returning to share how the programme launched their careers, many now in senior roles.
To mark its 30 anniversary, SAS hosted a memorable evening celebrating the customers, partners, and employees who have been part of its journey. The milestone event took place at the scenic Shepstone Gardens in Johannesburg, bringing together industry leaders, global executives, and local partners for a night of laughter, connection, and inspiration.
"South Africa has been at the heart of SAS's story for three decades," says David Cosgrave, Country Manager for SAS South Africa. "Our footprint spans virtually every major industry, from financial services and telecommunications to retail and government. What makes me proudest is our investment in people. 43,000 individuals trained through our Houghton Training Centre, more than 8,000 graduates certified through university partnerships and a graduate programme that has launched the careers of some of the country's top data professionals. That skills legacy is what makes SAS part of the DNA of South African business."
A highlight of the evening was Kobus Wiese, Springbok legend and member of the team that won the Rugby World Cup 30-years ago -- the same year SAS South Africa was founded. Kobus shared stories from that historic win, illustrating how dedication, discipline, determination and a desire to succeed can turn dreams into milestones, both on the field and in business.
The celebration also featured heartfelt reminisces from long-standing customers who have partnered with SAS for decades, reflecting on their shared history, gratitude, and optimism for the future.
A legacy of trust in data and AI
SAS has been working with artificial intelligence (AI) for decades, long before AI became a boardroom buzzword. From predictive modelling and risk management in banking and insurance to fraud detection and compliance in government and telecommunications, SAS has supported critical decision-making where trust and accuracy are non-negotiable.
"Today, every South African business is exploring AI, but trust is the real differentiator. South Africans are generally optimistic about AI, with recent KPMG survey showing regular use above 80%.That creates an opportunity, but also a responsibility. If businesses misuse AI, that trust will erode. Our role is to help organisations deploy AI in ways that are transparent, auditable, and accountable - what we call trustworthy AI," says Cosgrave.
Cloud, generative AI, and industry transformation
As SAS celebrates this milestone, the company is also focused on the future. Globally, SAS committed $1 billion in 2023 to develop AI-powered industry solutions. Locally, it continues to support South African organisations in their cloud migration journeys and in exploring emerging technologies such as generative AI. A recent highlight is Absa's recognition at SAS Innovate for its cloud migration programme, celebrated globally as a benchmark for decommissioning legacy systems and moving core operations to the cloud.
"In 2023, we committed $1 billion over three years to accelerate innovation in AI and advanced analytics, and we're already seeing the impact," said Alexander Tikhonov, Regional Director for the Middle East, Turkey, and Africa at SAS. "From GenAI and digital twins to quantum AI, our solutions are evolving to meet the unique needs of the industries we serve. Five decades of global experience brings trust, expertise, and resilience. We proudly honour our legacy while relentlessly innovating for the future."
As SAS South Africa celebrates this milestone, it remains committed to empowering businesses with trusted analytics, cultivating talent, and shaping the future of data and AI in the country.