NAIROBI, KENYA – Kenya is set to generate an estimated $254 billion in revenues from business process outsourcing (BPO) in 2024, positioning itself as a leading destination in the global business services (GBS) sector, according to Sama AI CEO Wendy Gonzales.
The growth in revenues is driven by a surge in digital work, allowing Kenya to surpass other emerging GBS markets such as Senegal, Nigeria, Mauritius, Zimbabwe, Rwanda, and Ghana, with annual revenues exceeding $500 million.
In 2023, the global GBS market recorded $1 trillion in revenues, further highlighting Kenya’s competitiveness.
Kenya’s strength in the GBS market
Wendy Gonzales emphasized Kenya’s attractiveness as an investment hub during a lecture on generative artificial intelligence (GenAI) in Nairobi. “Kenya is a preferred destination due to the quality of human capital that is versatile enough to serve various market segments, including Generative AI, thanks to digital training and academic progress,” said Gonzales.
However, she warned that other nations are working hard to outpace Kenya’s growth. “Kenya has made good progress amidst stiff competition but must avoid complacency by maintaining its market positioning and creating an environment that supports further GBS growth,” she added.
Looking ahead, Gonzales predicted that by 2030, over 50–55% of jobs in Kenya will require digital skills, though she noted significant gaps in both basic and advanced digital capabilities, particularly in rural areas and among women.
Partnership to boost AI capabilities
John Tanui, principal secretary of the State Department for ICT and the Digital Economy, emphasized the impact of Generative AI, noting it could contribute between $2.6 trillion and $4.4 trillion annually to the global economy. “With 65% of organizations already using Generative AI, its influence is transforming industries and enhancing customer service,” said Tanui.
To further support Kenya’s digital growth, Sama AI has partnered with the University of Nairobi to advance GenAI capabilities across Africa. This collaboration aims to offer part-time employment to students and faculty, giving them hands-on experience in AI while contributing to the country’s goal of becoming a leader in the global AI value chain.
