SMEs : the invisible digital players knock on the door of artificial intelligence

In Marrakech, at the heart of the high-tech hustle of GITEX Africa, large digital platforms, AI champions, and the most prominent startups compete with promises and innovations. But far from the illuminated stages, one question persists: where are the small and medium-sized enterprises (SMEs) from rural areas or secondary cities in Africa? And most importantly, how can they be included in this digital revolution that is reshaping the global economy?

An immense economic potential, still marginalized

SMEs represent over 90% of businesses in Africa and generate about 80% of employment. Yet, they are still the great forgotten ones of digitalization policies. « AI allows for the automation of business processes and the widespread dissemination of knowledge, » reminded the experts gathered around the theme « The AI Revolution: Accelerating Adoption by SMEs. » But in reality, this promise remains out of reach for many local businesses.

Between the lack of infrastructure, a shortage of funding, and visibility deficits, these « digital invisibles » are struggling to make the technological leap.

An unequal digital revolution

The adoption of artificial intelligence by African SMEs faces several structural obstacles: the cost of tools, unequal internet access, limited IT infrastructure, and lack of training. The majority of incubators are concentrated in seven major African cities, and less than 10% of the tech funding raised in 2024 benefited startups located outside capital cities.

« The problem isn’t just the location; it’s the visibility. These regional startups don’t have the means to make themselves known, » analyzes a representative from an investment fund.

Gitex, a technological showcase… But still too elitist

For many, Gitex Africa remains an event dominated by capitals like Nairobi, Casablanca, or Lagos. « The stands are expensive, space is limited, and most exhibitors come from large metropolises, » admits an organizer. While some countries have managed to send a few regional representatives, this remains marginal.

In response to this criticism, initiatives are emerging: The APEBI Federation, with its Digital Village set up over 510 m², has tried to give Moroccan SMEs more visibility by showcasing around fifty digital actors. Its PME TECH EXPORT program aims to help 20 high-potential companies go international. This is an approach that many would like to see generalized at the continental level.

Training, supporting, securing

To make this revolution inclusive, three levers have been identified: education, trust, and support. « One of the major obstacles is the lack of information on the concrete possibilities offered by AI, » several experts remind us. Targeted awareness campaigns, appropriate training offerings, and better regulatory oversight are necessary.

The issue of cybersecurity is also a concern. « There is real uncertainty surrounding the risks of AI, especially regarding data security, » warned the panelists. Without a secure digital environment, SMEs hesitate to adopt these new technologies.

A two-speed digital Africa?

The ambition for a continent oriented towards technology is indeed there, as evidenced by the strong international participation at GITEX Africa 2025. But for this ambition not to become a mirage, innovation needs to be sought where it already exists, sometimes in the shadows, carried by persistent entrepreneurs far from the spotlight.
 These regional SMEs are waiting for one thing: to be heard, trained, connected… and most importantly, financed.

Box – Key Figures to Remember:

• Less than 10% of tech funds raised in Africa in 2024 went to startups outside capital cities.
• 80% of incubators are concentrated in 7 African cities.
• At GITEX Africa 2024, less than 15% of exhibitors came from secondary cities.