Internet services company Google has opened applications for the 2025 edition of its Hustle Academy programme, which will emphasise AI-powered business training to small and medium-sized enterprises (SMEs) across Kenya, Nigeria and South Africa.

Despite their critical role in driving Africa’s economic growth, SMEs across the continent often face significant hurdles. Limited access to funding, inadequate business resources and a lack of specialised skills hinder their ability to scale and thrive.

Google's Hustle Academy directly addresses these challenges by providing practical training, expert mentorship and a robust entrepreneurial network, which enables SMEs to overcome obstacles and unlock their full potential.

The 2025 programme will equip entrepreneurs with the skills and knowledge needed to scale their businesses in today's digital landscape.

Specifically, the free virtual Hustle Academy 2025 bootcamp will provide participants with in-depth training on AI integration and learning how to incorporate AI into operations, marketing and customer engagement.

The bootcamp will also cover core business fundamentals, covering business strategy, financial management, digital marketing and leadership development.

“This year, we are reinforcing our focus on AI-powered business training, enabling SMEs to leverage cutting-edge technology for growth,” says Google sub-Saharan Africa business-to-business marketing head Kristy Grant.

To be eligible, SMEs must have been operating for at least one year in Kenya, Nigeria or South Africa and want to expand their business.

Participants will benefit from expert mentorship, practical case studies and networking opportunities.

“We are also excited to bring back 'Hustle Academy Brings You', which features inspiring stories from successful African business leaders. The new season will feature candid conversations with prominent African entrepreneurs.

“By combining practical training with inspiring stories, we aim to provide SMEs with the tools and motivation they need to succeed,” says Grant.