Google has opened registration for the 2026 edition of its Hustle Academy programme, offering free AI and digital skills training to entrepreneurs, students, and small business owners across Nigeria, Kenya, and South Africa. The programme is now accepting sign-ups at rsvp.withgoogle.com/events/hustle-academy.
A New Format Built for Busy Schedules
Google has redesigned the 2026 edition of Hustle Academy into a shorter, high-impact format consisting of one-day bootcamps and 60-minute expert-led webinars, aimed at making the training more accessible to busy entrepreneurs and students.
The shift is intentional. Siya Madikane, Google South Africa’s communications and public affairs manager, said the previous multi-day format was a barrier for many.
“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,” he said.
No prior technology qualification is required to participate, and the programme remains entirely free.
AI Skills at the Centre of the Curriculum
AI has been integrated into the programme’s coursework to allow attendees to automate their marketing, understand what their customers actually want, speed up creative work, and cut time spent on admin.
The focus on AI reflects a growing urgency across the continent. A recent study by SAP found that 90% of African businesses are already experiencing negative impacts linked to the AI skills shortage. Meanwhile, Africa’s digital transformation market is projected to grow from $34 billion in 2025 to $72 billion by 2031, widening the gap between opportunity and the talent available to capture it.
Generative AI tools could boost Africa’s economy by up to $100 billion annually by improving productivity and livelihoods, according to McKinsey research cited by Google, making the case that AI literacy is increasingly a prerequisite for competitiveness, not just a bonus skill.
Who Should Apply
The programme targets small business owners, entrepreneurs, and students, with no restrictions on prior experience or academic background. Participants first join a free webinar open to everyone, then apply for the bootcamp, which has limited slots. The application itself takes approximately 30 minutes and is used to match participants to the right sessions.
For Nigerian entrepreneurs in particular, the timing is relevant. Nigeria’s digital economy is expanding, but the gap between available skills and market demand remains a persistent challenge for startups and SMEs trying to integrate AI into their operations. A free, structured programme from one of the world’s largest technology companies is a practical entry point, and especially one that no longer demands a week away from work to complete.
