Free programme for entrepreneurs and students in South Africa, Kenya and Nigeria introduces shorter training sessions centred on AI, digital operations and business growth.

Graduates of Google’s Hustle Academy. 

Google has opened registrations for the 2026 edition of its Hustle Academy programme, expanding access to practical training focused on artificial intelligence, digital business operations and entrepreneurship for participants in South Africa, Kenya and Nigeria.

Launched in 2022, the initiative was created to support small businesses and students through training sessions covering business strategy, leadership, digital tools and technology adoption. According to Google, more than 18,000 small and medium-sized businesses have already participated in the programme since its launch.

For 2026, Google has redesigned the format to make participation more accessible for entrepreneurs and students balancing studies, work and business operations. The programme will now consist of one-day bootcamps and 60-minute webinars led by industry specialists, focusing on practical applications of AI and digital tools in day-to-day business activities.

“The new format was designed with the busy student and entrepreneur in mind,” says Siya Madikane, communications and public affairs manager at Google South Africa.

“Time is the one thing entrepreneurs and students never have enough of, which is why we built the programme around that. A day-long bootcamp or a 60-minute webinar is a more realistic fit into a real working week.”

The updated programme comes amid growing demand for AI and digital skills across African markets. Google cites industry research showing that businesses across the continent continue to face difficulties finding professionals with advanced AI capabilities, even as companies accelerate investments in automation and digital operations.

According to the company, AI-related content has now been integrated throughout the programme’s curriculum, including sessions on automating marketing activities, analysing customer behaviour, streamlining administrative work and improving content production processes.

The programme will also address broader business topics such as sales strategies, market positioning and customer acquisition through practical workshops and live Q&A sessions.

Google says the expansion of AI technologies is expected to influence economic growth across Africa over the coming years, while increasing pressure on companies to develop internal digital capabilities. Recent research referenced by the company indicates that many organisations on the continent are already reporting operational challenges linked to shortages of AI-skilled professionals.

“If you want your business to compete, AI skills are essential to its growth; if you’re a graduate who can use AI, you’re more likely to get hired,” says Madikane.

“Cost should never be the factor holding back a founder from learning. That’s why all the content offered by the Hustle Academy is free.”

Participants in the 2026 edition will also gain access to Google’s broader Hustle Academy network, which includes entrepreneurs, former participants and industry specialists from across the region.

Registration for the programme is now open for entrepreneurs, SME owners and students in South Africa, Kenya and Nigeria. No prior technical qualification is required to participate.