ADDIS ABABA (AEA) – Ethiopia sought to rebrand its international image on Thursday, hosting a continental summit of social media influencers to showcase its rapid advancements in Artificial Intelligence and urban infrastructure.
The African Social Media Influencers Summit (ASMIS), which opened in the capital, saw creators from across the continent touring the Ethiopian Artificial Intelligence Center.
The government-led facility has become the centerpiece of Prime Minister Abiy Ahmed’s “Digital Ethiopia 2025” strategy, which aims to leverage automation for agriculture, healthcare, and governance.
“I thought Nairobi was the tech heart of East Africa, but what I’ve seen in Addis today is far ahead in terms of state-level AI integration,” said Kenyan influencer Mbote Njogu during a press briefing.
The charm offensive comes at a critical time for Ethiopia, which is struggling to manage a massive debt restructuring process and lingering internal security concerns.
By pivoting the narrative toward technology and urban renewal—highlighting the “beautification” projects that have transformed Addis Ababa’s skyline—the government is attempting to signal a return to stability and a focus on the future.
However, some regional observers remain skeptical of the “tech-first” narrative while internet shutdowns continue to be used as a tool for political control in some regions.
“The shiny AI center is impressive, but the digital economy requires consistent, open access for all citizens, not just for state-sponsored summits,” said a regional digital rights advocate.
Despite these criticisms, the influencers’ presence underscores Ethiopia’s growing soft power. The delegates praised the city’s luxuriously branded event buses and the cleanliness of the “Green Legacy” parks, providing the kind of viral, positive content the administration has long sought to counter international reports of conflict and famine.
As the summit concludes tomorrow, the focus will shift to how Ethiopia intends to monetize its tech leap. With the recent liberalisation of the telecommunications sector, the government is betting that Ethiopia can leapfrog traditional industrialization and become Africa’s primary hub for the “Fourth Industrial Revolution.”
