Kenya is solidifying its position as a leading player in the global Business Process Outsourcing (BPO) market, with revenues expected to surpass $500 million USD annually. Wendy Gonzalez, CEO of Sama AI, highlighted Kenya’s rapid rise in the BPO sector, projecting that over half of these revenues—$254 million USD—will come from BPO in 2024.
During a public lecture at the University of Nairobi, Gonzalez emphasized Kenya’s emergence as an attractive investment destination within the Global Business Services (GBS) market. This sector, which includes BPO, has seen significant growth, particularly in AI supply chain services offered by firms like Sama. Gonzalez noted that Kenya’s $500 million USD in GBS revenues places it ahead of other emerging African markets, including Senegal, Nigeria, and Rwanda.
“Digital work is the fastest-growing sector, and Kenya has made significant progress despite stiff competition,” Gonzalez stated. She warned, however, that Kenya must remain vigilant to maintain its market position, particularly as other countries intensify efforts to capture a share of the GBS market. She also highlighted the need for an enabling environment to further deepen Kenya’s market opportunities.
Gonzalez projected that by 2030, 50-55% of jobs in Kenya will require digital skills. However, she noted significant gaps in both basic and advanced digital skills, especially in rural areas and among women. To address this, Sama has partnered with the University of Nairobi to advance AI skills, marking one of the first collaborations of its kind in Kenya.
Supporting Gonzalez’s insights, Principal Secretary for ICT and the Digital Economy, Eng. John Tanui, emphasized the transformative potential of AI. “AI is not just a possibility—it is our present reality,” Tanui said, noting that Generative AI could add up to $4.4 trillion USD annually to the global economy. He reaffirmed the government’s commitment to fostering innovation while safeguarding ethical AI development.
Prof. Margaret Hutchinson, Acting Vice Chancellor of the University of Nairobi, stressed the university’s role in bridging the gap between academia and industry. The Sama-UoN partnership is expected to enhance Kenya’s position as a leader in the global AI value chain.
