by MTN Group has announced a new initiative called the “Genova” project, aimed at embracing responsible artificial intelligence (AI) to power Africa’s next tech leap. The project focuses on integrating ethical AI solutions across MTN’s operations and services, to foster digital innovation and inclusion on the continent.
The Genova project is MTN’s latest initiative to integrate responsible AI principles into its business. It emphasizes transparency, fairness, and data privacy in AI applications. According to MTN, this approach will enable the company to support Africa’s next technological leap by building trust and ensuring that AI benefits all users.
MTN’s leadership explained that Genova will guide AI adoption through a governance framework that includes human oversight and risk management. The project also aims to comply with both global AI ethics standards and local regulations.
Genova Project Supports Digital Inclusion for Africa’s Next Tech Leap
One key focus of the Genova project is utilizing AI to expand access to digital services. MTN has already introduced AI-powered chatbots for its Mobile Money platform in select countries. These chatbots enable customers to easily access financial services through popular messaging apps.
MTN plans to scale these AI tools across its markets to increase financial inclusion. The Genova project also supports training initiatives that equip young Africans with AI and digital skills, preparing them for jobs in the growing tech sector.
Also read: The Rise of AI Accelerators and Innovation Hubs in Africa
Improving Customer Experience and Operations with Genova
MTN is utilizing AI under the Genova project to enhance customer service and internal processes. The company employs machine learning and automation to expedite responses and reduce operational costs. An internal AI assistant, called SiYa, assists MTN employees with information and tasks, and will soon aid customers in selecting products.
According to MTN Group Digital Infrastructure CEO and GCTIO Mazen Mroué,
“At MTN Group, under the group-wide transformation programme branded as ‘MTN Genova’, we are operationalising AI at scale to boost productivity, elevate customer experience, reduce costs and accelerate revenue generation.”
MTN is also expanding its AI capabilities through APIs, encouraging developers to create new tools and services. This move is expected to drive innovation and generate new revenue streams as part of Africa’s next tech leap.
Economic Impact of Genova on Africa’s Next Tech Leap
MTN believes that responsible AI will play a major role in Africa’s economic growth. Industry reports estimate that AI could add trillions of dollars to the continent’s economy and create millions of jobs by 2030. The Genova project aligns with this outlook by promoting AI designed for African contexts and needs.
MTN’s CEO highlighted that the Genova project aims to ensure AI-driven growth is inclusive and sustainable, benefiting communities across Africa.
Also read: Africa in the AI Age: Can the Continent Leapfrog into the Future?
MTN Engages in Policy Discussions on Responsible AI
MTN is actively participating in conversations about AI regulation and data governance in Africa. At recent forums, MTN representatives stressed the importance of local data and content in AI systems to deliver accurate results for African users.
The company advocates for balanced policies that encourage innovation while protecting user rights. These efforts are part of MTN’s broader strategy to position Africa for its next tech leap through responsible AI.
Strategic AI Partnerships and Network Innovations
In a significant boost to the Genova project, MTN Group revealed it has adopted enterprise-grade OpenAI and cloud-native services to deploy AI and generative AI solutions. These solutions leverage both large and small language models (LLMs and SLMs), enhancing the company’s AI capabilities.
MTN is also fostering partnerships with start-ups that are developing local language LLMs. This collaboration aims to enhance the customer experience by making AI tools more accessible and relevant to diverse African languages.
MTN is applying AI innovations beyond customer service, particularly in its network operations. The company is piloting several AI-driven use cases across its markets. In South Africa, intelligent AI systems are helping reduce fuel consumption in data centers. In Benin, AI manages energy dynamically at cell sites to optimize efficiency. Côte d’Ivoire benefits from AI-powered fiber cut sensing, enabling faster fault detection and repair. Meanwhile, in Nigeria, AI supports network traffic balancing and optimization to enhance service quality.
