Global tech giant Google is doubling down on Africa’s small business sector with the 2025 edition of its Hustle Academy—an initiative designed to equip entrepreneurs in Kenya, Nigeria, and South Africa with the skills to grow their enterprises in a progressively digital economy.
- •The free, virtual program—launched in 2022 and now a fixture in Google’s small business outreach—will place a particular emphasis on artificial intelligence, teaching small and medium-sized business (SMB) owners how to integrate AI into their operations, marketing schemes, and customer engagement.
- •African small businesses are often credited as the engine of the continent’s economy, yet many struggle with funding, limited business resources, and a lack of specialized skills.
- •Google’s program, which has already trained more than 15,000 entrepreneurs, aims to address these challenges with structured mentorship, case studies, and networking opportunities.
“We are reinforcing our focus on AI-powered business training, enabling SMBs to leverage cutting-edge technology for growth,” said Kristy Grant, Google’s Head of B2B Marketing for Sub-Saharan Africa.
The curriculum this year will cover core business fundamentals, financial management, digital marketing, and leadership development. To be eligible a business must have been operating for at least a year and have ambitions to scale.
Google is also reviving ‘Hustle Academy Brings You’, a speaker series featuring candid conversations with prominent African entrepreneurs. It will feature guests such as Adenike Ogunlesi of ‘Ruff ‘n’ Tumble’, Brian Jura of Home 254 Apparel, and Nobukhosi Mukwevho of Khosi Nkhosi Fashion House.
“By combining practical training with inspiring stories, we aim to provide SMBs with the tools and motivation they need to succeed,” Grant added.
