Ethiopia is actively pursuing the development of robust digital infrastructure, aiming to empower a new generation of digital creators and storytellers, as articulated by Bereket Driba, the nation's Deputy Permanent Representative to the AU and UNECA. Speaking at the inaugural African Social Media Influencers Summit (ASMIS) 2026, held at the Adwa Victory Memorial Museum, Driba unveiled the Ethiopian government's ambitious vision to transform the country into a key digital gateway for the entire African continent.

A core component of this strategy involves prioritizing expanded digital connectivity. This initiative is designed to enable creators to collaborate seamlessly, foster innovation, and actively participate in public interest initiatives. While acknowledging the independent nature of creators, Driba emphasized the government's proactive search for partnerships with digital influencers and content producers. These collaborations are particularly focused on national priorities, with a significant emphasis on promoting Ethiopia's vibrant tourism sector. The nation's active invitation of creators and support for events like ASMIS are part of broader efforts to integrate influencers and fortify the country's digital ecosystem.

Beyond national development, Driba underscored the critical importance of leveraging digital influence to instigate broader transformative change across Africa. He challenged citizens in African countries, many of whom enjoy political freedom, to critically assess whether this freedom is genuinely reflected in the practical application and use of digital platforms and influence. The diplomat further highlighted the pivotal role social media influencers can play in shaping policy directions and accelerating African integration. This can be achieved by improving mutual understanding among nations, enhancing cross-border visibility, and contributing to the aspirations outlined in the AU's Agenda 2063.

Echoing the sentiment of accelerated progress, Botho Kebabonye Bayendi, Strategic Planning and Delivery Director at the AU Commission, described Africa as entering a