Google and the Elba Hope Foundation have launched an initiative to provide roughly 100,000 creators across Nigeria, South Africa, Ghana, Kenya and Sierra Leone with free access to the Gemini AI assistant and other digital tools. The programme was announced at Google’s AI Summit in Johannesburg and is being funded jointly by the two organisations, Bloomberg reported.
James Manyika, Google’s senior vice president for research and technology, said the goal is to help creators produce higher-quality content faster and at lower cost, particularly those who lack access to expensive production resources. The partnership signals growing confidence in Africa’s rapidly expanding creative Economy, where digital tools are becoming essential for filmmakers, musicians, designers, writers and other content creators competing globally.
For British actor Idris Elba, the initiative forms part of a broader push to strengthen the continent’s entertainment ecosystem by investing in both talent and infrastructure. Elba has previously announced plans for a creative village in Ghana and a film studio complex in Zanzibar, projects designed to expand Africa’s production capacity and create authentic African stories for global audiences and streaming platforms. Beyond entertainment, he has also entered the Fintech sector through Akuna Wallet, a digital payments platform aimed at simplifying cross-border transactions for creators and freelancers across the continent.
The timing aligns with mounting global interest in Africa’s media and entertainment industry. Market research firm Mordor Intelligence estimates the sector is currently worth about $93 billion and projects it will grow to $118 billion by 2031, driven by rising internet penetration, a youthful population and increasing demand for locally produced content.
Google also announced it will select 15 African Startups for an AI-focused accelerator beginning July 21, part of a broader commitment to support 50 AI startups across Africa by 2028. Together, the initiatives underscore the growing role artificial intelligence is expected to play in unlocking the continent’s creative and digital economy.
