Kenya ranked high up in the Global Business Services (GBS) market with revenues now topping the US$500 million mark

Kenya is emerging as one of the leading Global Business Services (GBS) market destinations and attracting more than US$ 500 million in revenues annually, Sama AI Global CEO Ms Wendy Gonzalez has disclosed.

In the highly competitive GBS market, which includes players in the digital business process outsourcing space, including artificial intelligence (AI) value chain solutions providers such as Sama AI, Kenya has emerged as an attractive investment destination, Ms Gonzalez explained.

Speaking at the University of Nairobi during a public lecture on Generative AI, Ms Gonzalez noted that the GBS market reached US $1 trillion in revenues last year, with South Africa, Egypt, Tunisia, and Morocco playing in the maturing league.

 During the public lecture graced by the State Department for ICT and the Digital Economy, Principal Secretary Eng John Tanui and University of Nairobi Acting Vice Chancellor Prof Margaret Hutchinson, Ms Gonzalez said that, with more than US$500 million in GBS revenues, Kenya is leading the emerging countries league which includes Senegal, Nigeria, Mauritius, Zimbabwe, Rwanda and Ghana. At the current GBS market growth rate, Kenya, she forecasted, will emerge as the leading provider of digital work opportunities with a positive local economic ripple effect.

“Studies have shown that digital work increases formal employment opportunities and is the fastest growing sector. Kenya has made very good headway amidst stiff competition and must avoid complacency by guarding its market positioning and providing an enabling environment to further deepen the GBS market opportunity,” Ms Gonzalez said.  She added, “Kenya is a preferred destination due to the quality of human capital that is versatile enough to serve various GBS market segments, including Generative AI, thanks to digital training and academic progress. Several countries are, however, fighting hard to edge Kenya out of its growth track, which necessitates close attention to secure the market positioning.”

While commenting on the skills required to secure our national market positioning, Ms Gonzalez noted that by 2030, an estimated 50-55% of jobs in Kenya will require digital skills. “Yet there are significant gaps in basic and advanced digital skills—particularly in rural areas and among women,” she said.

She said that to bridge the skills gap, Sama AI is collaborating with local academic institutions, including the University of Nairobi, to facilitate digital transformation.

For his part, Principal Secretary Tanui stressed that AI is no longer science fiction. We are living in an era where AI is not just a possibility—it is our present reality, and the sooner we fully embrace it, the better prepared we will be for the future. Generative AI alone, he said, could add $2.6-$4.4 trillion annually to the global economy. 

The government, he said, is establishing policies and regulatory frameworks that foster innovation while protecting the rights and interests of all citizens by investing in Research & Development, among other initiatives that champion the ethical use of AI.

“With 65% of organizations already integrating AI, its impact is undeniable, from enhancing customer service to revolutionizing industries. As we embrace this digital future, partnerships and education in STEM are key to preparing our workforce for the opportunities ahead,” he added, “It is our collective responsibility to develop ethical guidelines that govern AI use in a manner that upholds human dignity and values. As a government, we will establish policies and a regulatory framework that fosters innovation while protecting the rights and interests of all citizens. We will continue to invest in Research & Development and champion the ethical use of AI.”

Prof. Margaret Hutchinson, the Acting Vice-Chancellor of the University of Nairobi, underscored the institution’s pivotal role in equipping students with the skills to navigate the digital economy. “The University of Nairobi is committed to bridging the gap between academia and industry, ensuring that our graduates are not only job-ready but also future-ready,” said Prof. Hutchinson.

The event also highlighted the recent partnership between Sama and the University of Nairobi, poised to advance Generative AI capabilities in Africa. This collaboration will provide part-time employment opportunities for UON faculty and students, equipping them with practical experience in the GenAI environment. This initiative aligns with the broader goal of bridging the digital divide and positioning Kenya as a global AI value chain leader.