TLDR: MTN Group is aggressively deploying its Artificial Intelligence (AI) strategy across Africa under the ‘MTN Genova’ transformation program. The initiative focuses on responsible AI adoption, aiming to boost productivity, enhance customer experience, reduce costs, and accelerate revenue generation. Key pillars include a robust governance framework, an agile operating model, and the establishment of an in-house AI Centre of Excellence, with projections indicating a significant economic impact of AI on the continent.
MTN Group has embarked on a transformative journey to harness the power of Artificial Intelligence (AI) to reshape Africa’s digital future. Under its group-wide transformation program, ‘MTN Genova,’ the telecommunications giant is operationalizing AI at scale, with a clear vision to boost productivity, elevate customer experience, reduce operational costs, and accelerate revenue generation across the continent.
Mazen Mroué, MTN Group Digital Infrastructure CEO and GCTIO, emphasized the pivotal role of AI, stating, ‘AI is no longer an enabler — it’s the engine reshaping businesses, redefining value creation and rewriting the rules of global innovation and competitiveness.’ He further highlighted that AI is not merely about automation but about ‘boosting human potential,’ becoming seamlessly embedded into daily activities, decisions, and experiences.
MTN’s AI journey is meticulously designed around three core principles, aligning with global best practices. These include a comprehensive governance structure aimed at achieving ethical, effective, and safe AI adoption; an agile and scalable operating model for measured AI implementation; and the identification of targeted use cases that promise tangible value. To ensure responsible deployment and usage, MTN has developed a world-class Responsible AI Policy and established a special sub-committee of its Executive Committee. This sub-committee provides crucial oversight, execution governance, and impact management, with a dedicated focus on AI within the Group’s IT governance framework.
Central to this ambitious deployment is the establishment of an in-house AI Centre of Excellence (CoE) alongside a Cloud CoE. These centers are tasked with coordinating AI activities across the Group and are supported by an internal Software Solutions team comprising over 300 engineers. The strategy also involves strategic partnerships, leading to the adoption of enterprise-grade Open AI and cloud-native services. This includes the implementation of AI and generative AI solutions powered by large and small language models (LLMs and SLMs). In parallel, MTN is fostering innovative collaborations with startups, particularly those focused on local language LLMs, to further enhance customer experience solutions.
The potential economic impact of AI on Africa is substantial. A recent SAP report projects that if Africa captures just 10% of the global AI market, it could add an astounding US$1.5 trillion to the continent’s economy by 2030, alongside the creation of 230 million new digital jobs. Furthermore, Statista projects that the AI market in Africa could reach US$4.51 billion in 2025 and is expected to grow significantly to US$18.7 billion by 2030. As AI adoption accelerates, MTN, in line with industry recommendations from organizations like the GSMA, underscores the critical importance of designing, developing, and deploying AI with strong ethical considerations.
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MTN’s ‘Ambition 2025’ strategy underpins this AI drive, reflecting the company’s belief that everyone deserves the benefits of a modern, connected life. The successful implementation of this strategy hinges on key factors such as data quality, talent excellence, strategic partnerships, and robust infrastructure, all of which MTN is actively prioritizing to ensure Africa is not left behind in the global AI revolution.
