2025
Africa Digital Media Foundation
Annual Report
2025
Annual
Report
Innovation · Inclusion · Incomes
Foreword
A Message from Our Leadership03
2025 at a Glance04
Part One · Innovation
AI or Die Tour05
Africa AI Village — Paris06
AI Leadership: Kenya School of Govt.06
AI Academy — First Cohort07
Africa Media Festival 202507
Part Two · Inclusion
Ganjisha Creators SkillUp08
Alice Digital School10
Mastercard Sanara Animation10
Kilifi Creative Economy Program11
Part Three · Incomes
Evidence of Livelihoods Change12
What the Data Shows13
Kilifi Earnings Uplift14
Our Partners15
Looking Ahead to 202616
💡
Innovation
AI frontiers, global stages, and Kenya's first AI certificate cohort
🤝
Inclusion
47 counties, 7,837 youth, informal settlements and animation pipelines
📈
Incomes
Robust data showing real, measurable livelihood improvement
Foreword · A Message from Our Leadership
Dr. Laila Macharia
Chair, ADMI Foundation
From Promise
to Proof
"In 2025, ADMF moved from promise to proof. We didn't just talk about Africa's digital future — we built it, one classroom, one creator, one community at a time."
Dr. Laila Macharia — Chair, ADMI Foundation
2025 was a year that tested our ambitions and rewarded our conviction. Across four quarters, the Africa Digital Media Foundation reached into every corner of Kenya — from Nairobi boardrooms to remote county hubs — and went further still, to Paris, to Washington, and onto the global stage of the AI conversation.
We trained 7,837 young creators across all 47 Kenyan counties. We graduated Kenya's first AI and Digital Transformation cohort. We launched a free AI Learning Hub backed by the Australian High Commission. We sent our leaders to shape the continent's AI narrative. We deepened our work in Kilifi's creative economy.
This report captures the breadth of that work through three lenses: Innovation, Inclusion, and Incomes. It celebrates what we achieved — and holds space for honest acknowledgment of what remains to be done.
To our partners, funders, mentors, and the extraordinary young Africans who show up every day with curiosity and courage — thank you. You are why this work matters.
2025 at a Glance
A Year of Bold Action & Measurable Change
ADMF youth participants, Kilifi — 2025
7,837
Youth Trained — Ganjisha Content Programme
47/47
Kenyan Counties Reached
10
Countries — AI or Die Tour
110
Youth Trained — Kilifi Creative Economy
20
AI Certificate Graduates — First in Kenya
3×
Average Income Increase — Ganjisha
70+
Alice Digital School Students
KES 20m+
Scholarships Awarded
87%
ADMI Alumni Employed within 6 Months
Part One
Innovation
2025 was the year ADMF stepped decisively into the global AI conversation — not as observers, but as co-authors of Africa's digital future.
AI or Die Tour
Paris AI Summit
Kenya School of Govt
AI Academy
Africa Media Festival
Innovation · AI or Die Tour
A Continental Awakening
AI or Die Tour — packed venues at Strathmore University Nairobi and University of Ibadan, Nigeria
The AI or Die Tour — headlined by Swedish AI guru Alexander Morad and sponsored by ADMF — completed its journey across ten African countries in Q2, leaving a wave of energy and transformation in its wake.
Each stop delivered an electrifying workshop, demystifying AI for students, entrepreneurs, creatives, and business leaders — shifting mindsets from fear to confident, practical application. From Harare to Nairobi to Abidjan, the tour brought together diverse communities united by one urgent message: AI is not the future. It is now.
"AI will not solve everything — but it will evolve everything."
Alexander Morad — AI or Die Tour
Innovation · AI Academy
Kenya's First AI Certificate Cohort
Australia Awards pitch — Dr. Laila Macharia
In Q3, our first AI and Digital Transformation certificate cohort officially graduated — a landmark milestone for Kenya.
100%Internship Placements
Twenty learners completed an intensive mentorship-driven programme covering AI ethics, data literacy, machine learning, and generative AI for content creation. Every graduate transitioned into a guaranteed internship placement — this cohort is the first of a growing pipeline of AI-ready talent for Africa.
AI Learning Hub — Launched Q3
Also in Q3, we launched the AI Learning Hub — a free online platform making foundational AI knowledge accessible across Africa. Built with support from an Australian High Commission grant, the Hub delivers sector-specific training for Work, Education, Creatives, Business, and Government. Visit: lms.admi.africa
Innovation · Global Stages
Africa at the Centre of the Global AI Conversation
Africa AI Village — Paris AI Action Summit
Africa AI Village panel, Paris AI Action Summit — Mukui Mbindyo (centre)
ADMF joined the Africa AI Village on the sidelines of the Paris AI Action Summit — one of the world's largest innovation gatherings. Our Head of Partnerships, Mukui Mbindyo, joined an influential panel to explore the intersection of youth, opportunity, and online safety in the AI age.
"AI offers African youth incredible possibilities — but we must also create safeguards to protect them as they navigate these digital spaces."
Mukui Mbindyo — Head of Partnerships, ADMF
AI Leadership: Kenya School of Government
Dr. Laila Macharia at the #AccelerateAction panel, Kenya School of Government
ADMF Vice Chair Dr. Laila Macharia joined a high-level panel alongside Ambassador Philip Thigo, Data Commissioner Immaculate Kassait, and moderator Vera Obonya to examine AI opportunities and challenges for Kenya.
"Infrastructure and talent are the two things that cut across everything. Without them, we can't deliver on any part of the digital agenda."
Dr. Laila Macharia — Vice Chair, ADMF
Innovation · Africa Media Festival 2025
Where Creativity Meets AI
Africa Media Festival 2025 — ADMF booth, sessions, and speakers
ADMF lit up the stage at Africa Media Festival 2025, drawing creatives, tech enthusiasts, and media leaders from across the continent.
Our booth became a hive of innovation and interaction. ADMF was represented by Benjamin Waithaka, Head of Animation & Motion Graphics (ADMI), who presented on "AI for Creative Practitioners" — how AI is revolutionising digital creativity without replacing human voice. Our Graphic Design Head of Department also presented a vibrant journey through African art, cultural identity, and modern expression.
Part Two
Inclusion
For the first time, ADMF and ADMI touched every single Kenyan county. We opened new pathways in informal settlements and built an animation pipeline for the continent.
Ganjisha: 47 Counties
Alice Digital School
Sanara Animation
Kilifi Creative Economy
Inclusion · Ganjisha Creators SkillUp
47 Counties. 7,837 Youth. One National Mission.
Ganjisha Creators SkillUp — community sessions across Kenya's 47 counties
The Ganjisha Content Programme — implemented by ADMI/ADMF with Digital Opportunity Trust (DOT) Kenya and supported by Google.org — concluded its 18-month run in March 2025. It stands as one of the most ambitious youth digital skills initiatives ever executed in Kenya.
7,837
Total Youth Trained
135
Community Host Organisations
34
Community Facilitators
111
Participants with Disabilities
Inclusion · Ganjisha — How We Got Everywhere
Reaching the Unreached
Ganjisha graduation events across Kenya counties
The decision to partner with county governments, established content creators, and community-based host organisations proved critical to reaching places where ADMF had never operated before. Training in video editing, personal branding, content monetization, financial literacy and AI was delivered through government ICT hubs, TVET institutions, and community halls — making it accessible, contextual, and free.
What Participants Said
"I was not able to make a nice video but currently I am an expert."
Ganjisha Graduate
"I see myself a hero... I have gained a lot of confidence... I call myself an expert in digital content creation."
Ganjisha Graduate
"I appreciate being part of the program — it has helped me a lot in generating income. I got a chance to make a poster for the governor's event."
Ganjisha Graduate
Inclusion · Mastercard Sanara Animation Programme
Building Africa's Next Generation of Animators
Sanara Animation Programme — in partnership with HEVA Fund, Buni Media and ADA Animation
Backed by the Mastercard Foundation, the Sanara Programme is building the next generation of African animators with a bold inclusion mandate.
- → Target: 2,250 youth trained in 2D and 3D animation
- → Goal: 700 in meaningful work by 2027
- → Focus: 70% women · 10% refugees · 5% persons with disabilities
Young people from underserved backgrounds are trained combining technical animation instruction with entrepreneurship and job-readiness — not just teaching software, but sparking careers.
Inclusion · Alice Digital School
Creative Equity in Action
Alice Digital School classrooms — Korogocho, Utawala, and Rombo
In Q1, ADMF launched the Alice Digital School Pilot in partnership with Twins International (Alice for Children), reaching underserved youth in Korogocho, Utawala, and Rombo.
Already, 70+ high school students have gained hands-on training in social media management, content creation, and digital literacy.
This is more than a pilot — it is a blueprint for equitable access to the digital economy. We are turning informal settlements into innovation hubs.
ADMF 2025
Inclusion · Kilifi Creative Economy Programme
Coastal Kenya's Creative Renaissance
Kilifi Creative Economy cohort — photography, videography, sound engineering and graphic design
In partnership with Shortlist Futures and the Challenge Fund for Youth Employment (CFYE), ADMF trained 110 youth in Kilifi County — surpassing the initial target of 100 trainees.
110
Youth Trained (vs. 100 target)
41%
Belong to a Creative Collective
The Kilifi Insights Report — drawn from surveys, focus groups, and employer research — painted a vivid picture of both the enormous talent and structural barriers young creatives face on the coast. The next phase focuses on equipment access, mentorship, and linking graduates to income opportunities through VumiGigs and the Ganjisha community platform.
Part Three
Incomes
We are not content with measuring outputs. In 2025, for the first time, we have robust data across multiple programmes showing our work translates into real, improved livelihoods.
ADMI Alumni Data
Ganjisha Endline Evaluation
Kilifi Earnings Uplift
Incomes · ADMI Alumni
The Long Arc of Income Growth
U.S.–Kenya Creative Economy Forum — Dr. Laila Macharia moderating on building global pathways for African creators
The 2025 ADMI Impact Evaluation Report documents a clear income trajectory for graduates of ADMI's diploma programmes.
KES 20KTypical Year 1 Monthly Income
KES 75KTypical Year 3 Monthly Income
The first year after graduation remains the most fragile period. But the trajectory is steep: by Year 3, alumni report monthly incomes of KES 50,000–100,000 — well above Kenya's per capita income. Around 70% engage in freelance work or run their own small creative businesses.
"A proactive videographer can make in a weekend wedding shoot what an entry-level employee earns in a month."
Employer survey — ADMI Impact Report 2025
For families, the ROI is compelling. An ADMI two-year diploma costs approximately KES 870,000. By Year 3, a graduate earning KES 75,000 per month will recover that entire tuition investment in a single year.
Incomes · Ganjisha County Programmes
What the Data Shows
The Ganjisha endline evaluation — conducted independently by DOT Kenya — provides some of the clearest evidence we have gathered of income uplift at scale.
| Indicator |
Baseline |
Endline |
| Average monthly income (KES) |
2,600 |
7,766 (+199%) |
| Participants monetizing content |
5% |
28% (+23 pts) |
| Digital skills: advanced / intermediate |
7% |
85% (+78 pts) |
| Confidence in digital content creation |
46% |
75% (+29 pts) |
Results from an independent evaluation using mixed-methods research — surveys, focus group discussions, and key informant interviews across all 47 counties. The income figure reflects a nearly three-fold increase in average monthly earnings from content creation.
Gender gaps persist: men are more likely to monetize than women (34% vs 21%). Equipment access, unreliable internet, and limited platforms continue to cap potential. These findings directly inform our 2026 programme design.
Ganjisha Endline Evaluation, 2025
Incomes · Kilifi Creative Economy
Early Income Uplift from Targeted Training
Kilifi programme participants — 2025
The Kilifi Creative Economy Insights Report documented both the precarious baseline and early evidence of change following ADMF's training programme.
KES 5-10K
Pre-training Monthly Income (avg)
KES 14K
Post-training Monthly Income (avg)
80%
of Tracked Trainees Saw Higher Incomes
Among trainees with available tracking data, monthly creative earnings increased by nearly 50% on average. The median income doubled from KES 5,000 to KES 10,000. Notably, every youth who had zero earnings before training is now generating income — some now earning as much as KES 45,000 per month.
Partners & Supporters
None of This Was Possible Alone
We are grateful to every organisation that believes — alongside us — in Africa's creative future.
Australian High Commission
AI Learning Hub — AU$4,100 Australia Awards grant
Digital Opportunity Trust (DOT) Kenya
Ganjisha co-implementer across all 47 counties
HEVA Fund · Buni Media · ADA Animation
Sanara programme partners
Kenya School of Government
AI leadership and policy dialogue platform
American Chamber of Commerce
U.S.–Kenya Creative Economy Forum host
Twins International / Alice for Children
Alice Digital School Pilot
Looking Ahead to 2026
Scale What Works.
Deepen What Transforms.
2025 was the year we moved from promise to proof. 2026 is the year we scale what works, deepen what transforms, and build systems that outlast any single programme.
🚀 Scale the AI Learning Hub
Grow from 100 pilot users to thousands of African professionals accessing sector-specific AI education. Add more sectors, languages, and African contexts.
🎨 Deepen Sanara Animation
Accelerate placements toward the 700-in-work target by 2027 with unwavering focus on women, refugees, and persons with disabilities.
🌊 Kilifi Ecosystem Building
Move from training to sustainable income: equipment access, creator networks, and real earning pathways through VumiGigs and the creative hub.
🌍 AI Policy & Advocacy
Continue shaping continental and global AI conversations with African voices at the table — not as guests, but as authors.
🏫 Alice Digital School Expansion
Scale the pilot blueprint to more informal settlements and underserved communities across Kenya.
🤝 Alumni Network & Incomes
Build stronger alumni networks, mentorship pipelines, and income pathways for the 7,837+ Ganjisha graduates — particularly for women underrepresented in monetization.
📊 Stronger Income Evidence
Invest in M&E infrastructure to track 12-month income outcomes across all programmes, building the evidence base for sustained funding and replication.
Stay Tuned.
Stay Inspired.
"Building Africa's digital future, one creator at a time."
Annual Report
2025
Innovation · Inclusion · Incomes
