Safaricom's M-Pesa Ethiopia, in partnership with Ethiopian tech talent marketplace Gebeya, launched a new service on February 27, 2026, allowing users to pay for artificial intelligence creation tools directly through the mobile money platform. The offering, branded the 'Dala AI Bundle,' provides access to a suite of AI-powered applications for content generation, including image, video, and music creation tools.
The bundle is designed to be purchased in local currency, the Ethiopian birr, via M-Pesa, with Gebeya acting as the technology provider and distributor. This move integrates advanced digital services into the mobile payments ecosystem, a strategy Safaricom has long employed in its home market of Kenya. M-Pesa Ethiopia, which launched its services in 2022, is seeking to replicate this model of bundling financial and non-financial services to drive adoption and usage.
"This partnership with Gebeya is about bringing the next wave of digital innovation to our customers," said a spokesperson for M-Pesa Ethiopia. The company views AI tools as a growing demand area, particularly among entrepreneurs, developers, and creative professionals. By facilitating micro-payments for these services, M-Pesa aims to lower the barrier to entry for advanced software in a market where credit card penetration remains low.
The initiative aligns with a broader 2026 innovation strategy outlined by Safaricom, which focuses on leveraging artificial intelligence and expanding M-Pesa's functionality beyond core payments. In Kenya, Safaricom has been actively investing in and partnering with local startups to foster ecosystem growth, and the Ethiopia venture suggests a similar approach is being applied in its newer operational territory.
Gebeya, founded in 2016, is a pan-African platform that trains and connects software developers with clients. Its involvement underscores the role of local tech enterprises in Safaricom's expansion playbook. The partnership provides Gebeya with a vast, built-in distribution channel through M-Pesa's growing user base, while giving Safaricom a ready-made product suite to offer.
Industry observers note that the launch represents a competitive step in Ethiopia's rapidly digitalizing economy. The country has seen increased activity in mobile money since the sector was opened to competition, with Safaricom facing off against the state-owned Telebirr. Adding value-added services like AI tools could be a differentiator in attracting and retaining customers.
The success of the Dala AI Bundle will likely be monitored as an indicator of demand for bundled digital services in Ethiopia's market. It also reflects a wider trend across African fintech, where leading mobile money providers are increasingly layering education, entertainment, and business tools onto their payment rails to increase customer engagement and revenue per user.