MTN Genova: Advancing Responsible AI Innovation in Africa

In a significant move to harness the power of Artificial Intelligence (AI) responsibly, MTN Group has initiated a transformative strategy dubbed 'MTN Genova.' This initiative aims to reshape Africa's technological landscape, fostering economic growth and enhancing digital services across the continent. The announcement was made on July 10, 2025, as part of MTN's ongoing commitment to innovation and sustainable development in Africa.

According to Mazen Mroué, CEO of MTN Group Digital Infrastructure, AI is no longer merely an enabler; it has become the driving force behind the evolution of business practices and global competitiveness. "AI is augmenting human intelligence like never before, and we at MTN are developing AI for Africa by Africans, unlocking sustainable value for all," Mroué stated.

The urgency of AI adoption in Africa is underscored by a recent study conducted by PwC, which predicts that AI could contribute approximately $15.7 trillion to the global economy by 2030. Specifically, the SAP report indicates that Africa could capture about 10% of this market, translating to a potential $1.5 trillion boost to its economy and the creation of 230 million new digital jobs by the same year. As the AI market expands, Statista estimates it could grow from $4.51 billion in 2025 to $18.7 billion by 2030 within Africa alone.

However, the accelerating pace of AI adoption brings with it critical ethical considerations. The GSMA, an industry association, emphasizes the importance of ensuring that AI is designed and implemented with ethical principles in mind. Consequently, they have collaborated with a coalition of operators to establish a Responsible AI Maturity Roadmap, which aims to promote the development of trustworthy AI applications. MTN's approach aligns with these global best practices, focusing on governance, effective implementation, and delivering measurable value.

To support this ambition, MTN has formulated a comprehensive Responsible AI Policy and established an Executive Committee sub-committee dedicated to overseeing AI governance and impact management. This governance structure is vital, given that successful AI integration relies on quality data, skilled personnel, strategic partnerships, and robust infrastructure.

MTN's internal framework includes an AI Centre of Excellence (CoE) and a Cloud CoE, which coordinate AI efforts across the organization. This infrastructure is further bolstered by a dedicated Software Solutions team comprising over 300 engineers, driving innovation and implementation across various business domains, including Network, Finance, Human Resources, and Commercial functions.

Under the MTN Genova initiative, notable AI applications are already being rolled out. For instance, in South Africa, MTN is employing AI to optimize fuel consumption in data centers, while other innovations include AI-driven energy management in Benin and network traffic optimization in Nigeria. These initiatives exemplify MTN’s commitment to operationalizing AI at scale, enhancing productivity, improving customer experience, and reducing operational costs.

As the landscape of AI continues to evolve, MTN’s progressive approach positions it at the forefront of Africa’s digital transformation, aligning with global trends while addressing local needs. The implications of this initiative extend beyond technology; it could reshape economic structures and create new opportunities for growth and innovation throughout the continent. Looking ahead, MTN's strategic partnerships and commitment to ethical AI practices will be crucial in navigating the challenges and opportunities that lie ahead in the realm of AI and digital transformation in Africa.