For the first time, the free training initiative is open to everyone, not just business owners.

The new curriculum is focused on equipping individuals and entrepreneurs with practical AI skills.

Small businesses are the engine of Africa’s economy, creating over 80% of jobs on the continent. To help them grow, the Hustle Academy was launched in 2022, providing bootcamp-style training on business strategy, digital skills, AI, and leadership.

The program has since trained over 18,000 SMEs, with many reporting increased revenue and job creation.

Now, as AI reshapes the job market, the program is evolving. The 2026 edition is built for anyone in Sub-Saharan Africa, including employees, students, and jobseekers, who wants to use AI to advance their career. To meet the needs of a diverse audience, the new format includes short, 60-minute webinars and more immersive, high-impact bootcamps.

These sessions are laser-focused on putting AI to work immediately in areas like digital commerce, marketing, and growth strategy.

Speaking about the academy, Gori Yahaya, Founder & CEO UpSkill Universe said

“The 2026 Hustle Academy is designed to close the AI Skills gap with hands-on training that is short, focused, and immediately useful. AI is reshaping how businesses win and how careers are built, right across this continent. We’re excited to renew our partnership, now in its fifth year with Google, combining their global AI leadership with our deep regional AI expertise. The next wave of AI leaders will come from this continent. We are making sure they are ready.”

The Hustle Academy initiative has strengthened digital competitiveness across emerging African economies by enabling SMEs to move beyond AI awareness to practical implementation, positioning them for sustained growth in an increasingly AI-driven business environment.

“We believe that the future of Africa’s digital economy lies in the hands of individuals and entrepreneurs alike. Our new strategy focuses on scaling reach by training individuals in the latest AI-centered tools and techniques,” said a Google representative.

How to apply

Applications for the 2026 cohort are now open. Interested participants can apply here.

Small businesses are the backbone of Africa’s economy, generating nearly 80% of jobs across the continent.

This programme is designed to close the digital skills gap by providing entrepreneurs with AI-powered solutions and localized training that addresses the real-world demands of today’s market.

The initiative will build on the success of the Google Hustle Academy, which has supported over 18,000 SMEs across Africa since 2022.

Wamkele Mene, secretary-general of the AfCFTA Secretariat, commented on the partnership’s significance.

“The Programme aligns with the transformative goal of the AfCFTA, particularly outlined in the Protocol on Digital Trade and the Protocol on Women and Youth in Trade, to position MSMEs, women, youth, persons with disabilities, rural farmers, and other stakeholders as key drivers and beneficiaries of the AfCFTA.  It  is the demonstration of our commitment to fostering digital inclusion and empowering MSMEs to trade under the AfCFTA using digital technologies.”

“Technology is a powerful equalizer, and this partnership is about providing thousands of African entrepreneurs with the practical tools and knowledge to unlock new opportunities,” said Charles Murito, Google’s regional director for Government Affairs and Public Policy in Sub-Saharan Africa. “By focusing on critical areas like AI, e-commerce, and cross-border trade, we’re helping to build a more connected and prosperous digital ecosystem across the continent. This is a testament to our ongoing commitment to Africa’s vibrant and dynamic business community.”

A Curriculum for Continental Growth

The training focuses on action-oriented learning through three core modules, and will be delivered in English, French, Arabic, and Portuguese to ensure accessibility for entrepreneurs across Africa.

• Cross-Border Digital Trade: Co-created with the AfCFTA Secretariat, this module turns policy into practice. Entrepreneurs will learn to find new markets, adapt products, and master the logistics of cross-border payments and shipping.
• Cloud for Small Businesses: This module focuses on using cloud tools to boost efficiency and cut costs. Participants get hands-on training with Google Workspace for teamwork and Google Cloud for secure operations.
• AI for Productivity: This module provides practical skills to scale a business using AI. Entrepreneurs will learn to use tools like Google Gemini to automate tasks, create marketing content, and analyze customer data.

UpSkill Universe, a leading digital skills training provider, will manage the programme delivery. “Entrepreneurs across Africa are already driving change. We recognise the challenges they face, from the rise of AI to shifting customer behaviours,” said Gori Yahaya, CEO of UpSkill Universe. “This collaboration ensures we can equip businesses with the practical tools and technologies they need to grow, scale, and thrive.”

Eligibility and Application Details

Applications for the programme are now open. The initiative is designed for SMEs that have been in operation for at least six months and are based in selected AfCFTA member states, including Nigeria, Kenya, South Africa, Ghana, Cameroon, Senegal, Togo, Côte d’Ivoire, Rwanda, Mauritius, Ethiopia, Tanzania, Namibia, Zambia, Angola, Mozambique, Egypt, Tunisia, and Morocco.

Training is scheduled to begin in November 2025, and will run in 25 cohorts through June 2026.

See how to participate:

Interested SMEs can find more information and apply by visiting here