Sama, a global leader in data annotation solutions for artificial intelligence (AI) with operations in Kenya and Uganda, has been named the most innovative Business Process Outsourcing (BPO) provider at the 10th Africa Digital Economy Awards 2025 (ADEA) held in Nairobi.
Founded in 2010, ADEA honours Africa’s digital champions, innovators, creatives, and inventions across multiple areas of an ever-evolving sector. Each year, ADEA shines a spotlight on Africa’s digital champions – from visionary individual tech innovators to transformative organisations – whose contributions have significantly impacted the continent’s digital growth and security.
While crediting the firm’s success to its dedicated workforce, Sama Vice President of Global Service Delivery, Annepeace Alwala, said: “This award underscores the dedication and diligence of our people. Our corporate passion at Sama exemplifies that technology can be a force for good and social transformation in Africa. As the pioneer in ethical AI, our team combines innovation with impact by providing high-quality data annotation services to global companies while connecting marginalised youth and women in East Africa to dignified digital work.”
She added, “We have developed and deployed a proprietary data annotation platform that supports complex AI model training in sectors like autonomous vehicles, agriculture, retail, and healthcare. This platform incorporates machine learning-assisted tools and human-in-the-loop processes to deliver industry-leading accuracy, quality control, and efficiency.”
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Recognising her leadership role, Ms Alwala was also named the Digital Woman of the Year at the 2025 ADEA. In a world where technology is rapidly reshaping industries, she is at the forefront, proving that African women can lead in Artificial Intelligence and Technology at a global scale. As the Vice President for Global Service Delivery, she oversees a workforce of over 3,000 employees across Kenya and Uganda, ensuring excellence in AI-driven data solutions that power some of the world’s leading tech companies.
Alwala has helped to lead some of Sama’s most significant milestones and achievements, including achieving B Corp Certification, taking part in National platforms to shape dialogue towards youth economic empowerment through digital skills, and establishing strategic partnerships with national and county governments, and learning institutions to create more job opportunities for young people in AI and the digital industry.
“ADEA celebrates Africa’s digital champions, innovators, creativity, and inventions whose contributions have significantly impacted the continent’s digital growth and security,” said Akin Naphtal, Group Publisher of Digital Economy Magazine. “As we celebrate organisations that are scaling digital innovations, Africa needs to recognise and applaud the pioneers and frontrunners advancing the digitisation of every sector of our economies.”
These awards are added to several other accolades for Sama this year, including being named to the 2025 Global Top 100 Inspiring Workplaces and featured in the top three in the Middle East and Africa region. Sama was recognised for its inspiring wellbeing and inclusion within the organisation.
