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Google, in partnership with UpSkill Universe, has unveiled a major redesign of its Hustle Academy programme, signalling a shift towards broader inclusion and practical AI-driven training across Sub-Saharan Africa.
In a move that reflects the changing dynamics of work and business on the continent, the initiative is now open to individuals beyond traditional small business owners, marking a significant expansion of its target audience.
Programme redesign targets accessibility and impact
The updated Hustle Academy format introduces shorter, more flexible learning options aimed at improving accessibility while maintaining practical value. Central to the redesign are 60-minute expert-led webinars and one-day intensive bootcamps lasting between three to five hours.
The expert webinars are structured as focused sessions covering key areas such as digital marketing, e-commerce, financial management, business strategy, and the application of artificial intelligence tools for growth. These sessions are designed to fit into tight schedules, particularly for working professionals and entrepreneurs.
Complementing this are the one-day bootcamps, which combine three high-impact modules into a single learning experience. Participants are exposed to actionable frameworks, tools, and templates that can be immediately applied to real-world business scenarios. The sessions also include live question-and-answer segments and peer interaction, enhancing collaborative learning.
Open access for individuals and entrepreneurs
Unlike previous editions, which primarily targeted small and medium-sized enterprises (SMEs), the 2026 Hustle Academy is now open to a wider audience. Eligible participants include individuals interested in business and AI skills, entrepreneurs exploring digital markets, past applicants who did not qualify in earlier cohorts, as well as alumni seeking to deepen their knowledge.
This broader inclusion aligns with the growing demand for digital and AI skills across different segments of the African workforce, including students, employees, and jobseekers.
Focus on AI and practical business skills
The redesigned curriculum places strong emphasis on equipping participants with practical, income-generating skills. Key learning areas include building and scaling an online presence, optimising digital advertising campaigns, developing business growth strategies, and improving financial management practices.
A major highlight of the programme is its focus on artificial intelligence tools, reflecting the increasing role of AI in shaping modern business operations and career pathways. Participants are expected to gain hands-on experience in leveraging AI for productivity, marketing, and strategic decision-making.
Over 18,000 SMEs trained since launch
Since its launch in 2022, the Hustle Academy has trained over 18,000 small businesses across Africa. According to programme data, many participants have reported measurable outcomes, including revenue growth and job creation.
Small businesses remain a critical pillar of Africa’s economy, contributing more than 80 per cent of employment across the continent. The continued evolution of the Hustle Academy is seen as a strategic effort to strengthen this segment by bridging the gap between digital awareness and practical implementation.
Industry stakeholders highlight AI skills gap
Speaking on the development, Gori Yahaya, Founder and Chief Executive Officer of UpSkill Universe, emphasised the urgency of addressing Africa’s AI skills gap.
He noted that the 2026 edition of the programme is designed to deliver hands-on, immediately applicable training that reflects the realities of a rapidly evolving job market. According to him, the partnership with Google, now in its fifth year, combines global AI expertise with localised knowledge to prepare a new generation of African talent.
Google also reiterated its commitment to scaling digital skills across the region, noting that the future of Africa’s digital economy will depend on both individuals and entrepreneurs who can effectively utilise AI-driven tools.
How to apply
Interested applicants can register for the programme via the official HUSTLE ACADEMY PORTAL.
The organisers state that the redesigned format is intended to maximise reach while delivering measurable outcomes, positioning participants to thrive in an increasingly AI-powered economy.
