In a world where technology is advancing at an unprecedented pace, few individuals stand out as beacons of inspiration and change. Maha Jouini Tech policy Expert , Vice president of African and Francophone Agency for Artificial Intelligence and Researcher at AI Globla Index . and a prominent figure in AI ethics advocacy, is one such individual. Her journey from a passionate communication Officer and Author to a leading voice in AI and digital technology for African women is nothing short of remarkable. Maha’s dedication to her field and her unwavering commitment to ethical practices have made her a role model for many aspiring technologists and leaders across the continent.
A Passion Ignited: The Journey into AI and Technology
Maha Jouini’s journey into the world of artificial intelligence and technology was fueled by a deep passion for innovation and a commitment to making a difference. “I have always been fascinated by the potential of technology to solve real-world problems. I firmly believe that science and creativity transcend race, religion, and borders—they rely solely on human capabilities. As women from the Global South, we have the power to lead in this digital age,” she explains.
This passion drove her to pursue a career in AI, where she has made significant contributions in promoting ethical practices and amplifying women’s voices in the tech industry.
Coming from a North African and Francophone background, Maha has witnessed firsthand how technology can be a double-edged sword. It holds immense potential to transform lives, yet when misused or designed without inclusivity, it risks perpetuating existing inequities. “Growing up, I saw how Francophone Africa was often left out of global AI discussions, with policies and narratives that rarely reflected our realities. That absence fueled my determination to bridge this gap—ensuring that ethical AI frameworks are not just imported models but are built upon our unique socio-economic and cultural contexts.”
Maha is also deeply motivated by the need to challenge biases that marginalize African and Muslim voices in global AI conversations. Too often, these discussions are dominated by Western perspectives that fail to acknowledge the histories, needs, and contributions of her communities. “For me, advocating for responsible AI isn’t just about policy—it’s about reclaiming agency over how technology shapes our societies.”
Her academic background is as diverse as her expertise. She holds a Bachelor’s degree in French Language and Civilization, a Highest Diploma in Computer Science, and a Master’s in Applied Technology. She has also completed academic programs at the Center for AI and Digital Policy and pursued courses on African AI policy at the University of Cape Town. Beyond academia, she has led multiple initiatives in Tunisia and North Africa, addressing AI biases against Arabs and Africans.
Maha finds inspiration in figures like Miriam Makeba, whose connection to Algeria embodies the deep solidarity between African liberation struggles. Exiled from South Africa for her outspoken stance against apartheid, Algeria welcomed her with open arms, demonstrating its unwavering commitment to Pan-Africanism and anti-colonial resistance. Makeba’s bond with Algeria deepened during Houari Boumediene’s presidency, a time when the country became a stronghold for African liberation movements. Her 1972 performance in Arabic, where she sang “I am free in Algeria… The era of slaves is over,” was more than a song—it was a political statement, an anthem of freedom that resonated across the continent. Algeria later granted her citizenship and established an award in her name, cementing her legacy as part of its revolutionary history.
Maha sees parallels between Makeba’s journey and her own advocacy for ethical AI. Just as Algeria became a refuge for those fighting for liberation, Maha seeks to create intellectual and policy spaces where African and Muslim perspectives in AI are not just included, but central. “Our fight today is digital, but at its core, it remains a struggle for autonomy, justice, and dignity.”
Her multidisciplinary education, hands-on experience, and historical awareness provide her with a unique blend of technical expertise and strategic insight. This enables her to approach AI challenges with a forward-thinking, inclusive, and deeply rooted perspective—one that ensures technology serves as a force for empowerment rather than exclusion.
Empowering Francophone Africa Through Digital Transformation, AI Ethics, and Governance
One of the most impactful projects Maha has worked on involved organizing workshops with youth from Francophone Africa to discuss digital transformation. These sessions, held in Senegal, Tunisia, Morocco, Benin, and Burkina Faso, created a platform for young people to critically engage with the challenges and opportunities of the digital economy.
Through these discussions, Maha gained deeper insights into the realities facing Francophone administrations, particularly their struggles with digital capabilities, IT governance, and open governance principles. While digital transformation is accelerating across the continent, many public institutions in Francophone Africa still encounter structural barriers that hinder their full participation in the digital revolution.
Beyond digital transformation, Maha has been a strong advocate for institutional roles in the governance framework of AI in Africa. She has used her platform to push for ethical AI governance, responsible policies, and Pan-African cooperation in AI regulation. In October 2024, she raised these concerns at the African Commission on Human and Peoples’ Rights Workshop on Responsible AI in Rwanda, emphasizing the need for inclusive AI governance that aligns with human rights principles. Additionally, at the Cairo Forum for Technology, she called on North African countries to adopt a multidisciplinary approach to address technological challenges and use AI as a tool for Pan-African solidarity.
Her advocacy is also reflected in her contributions to Senegal’s Responsible AI Global Index, which helped bring ethical data practices in a Francophone African context to the forefront. Since much of the global AI discourse is shaped by Anglophone institutions, ensuring Francophone Africa’s visibility in AI governance discussions is essential.
Another project that holds a special place in Maha’s heart is the 2023 Global Responsible AI Hackathon, where she served as the African Regional Coordinator. Collaborating with Women in AI Ethics, she worked to engage diverse talents across Africa, reinforcing the power of community-driven initiatives in shaping responsible AI practices. Seeing young developers and researchers from across the continent come together to tackle real-world AI challenges was a powerful reminder of how grassroots efforts can drive meaningful change.
Each of these projects reinforced Maha’s conviction that ethical AI in Africa must be inclusive, localized, and shaped by those who understand the region’s unique challenges. “Representation matters—not just in policy rooms, but also in the hands of those building and implementing AI solutions.” Her work continues to advocate for an AI future where African voices and expertise are central to shaping global standards.
Breaking Barriers: Advocating for Gender Equity in AI and Technology
Like any successful leader, Maha has faced her fair share of challenges. From navigating the complexities of AI ethics to advocating for the free movement of people in Africa, she has remained steadfast in her mission to ensure that technology serves as a tool for empowerment rather than exclusion.
One of her key areas of advocacy has been raising awareness about the feminization of poverty in Africa. As highlighted in the UN Sustainable Development Goals (SDG) report, for every 100 men aged 25-34 living in extreme poverty, there are 127 women. This stark disparity underscores the fact that women not only experience poverty at a higher rate than men, but their poverty is also more severe and continues to increase.
Maha has consistently used her platform to highlight how poverty and gender inequality create significant barriers for women in technology and entrepreneurship. In her many courses, especially with Google Developer Groups in Senegal, she emphasized how economic disparities prevent women from embracing tech entrepreneurship and building careers in the field. Without financial independence and access to resources, many talented women are unable to pursue opportunities in AI, robotics, and digital transformation.
Her experiences as a Digital Transformation Consultant in Mauritania and Tunisia further reinforced these concerns. Maha openly speaks about the wage gap she faced in the private sector, revealing that her salary was consistently lower than that of her male colleagues. “In male-dominated societies, women are not given the same salaries or privileges as men in the workforce,” she explains. This economic disparity, combined with systemic discrimination, limits women’s ability to advance in their careers and secure leadership positions in technology and AI.
For this reason, Maha fears that technology will become yet another factor contributing to the impoverishment of women, rather than serving as a tool for social mobility and inclusion. She warns that without proactive interventions, AI and digital transformation could exacerbate existing inequalities, reducing women’s representation in decision-making centers and further marginalizing their voices in shaping Africa’s digital future.
Her work continues to emphasize the need for inclusive policies, equitable pay structures, and greater investment in women’s education and digital skills to ensure that technology becomes a lever for empowerment rather than exclusion.
Leading Ethical AI Governance: Maha Jouini’s Role at AFRIA
As the Vice President of AFRIA (Agence Francophone de l’Intelligence Artificielle), Maha Jouini plays a pivotal role in shaping the organization’s mission to promote ethical AI adoption, digital sovereignty, and responsible technology governance in Francophone Africa. Her primary responsibilities include overseeing research initiatives, fostering collaborations, and ensuring the ethical implementation of AI technologies. “Our goal is to advance tech policy research and awareness while maintaining the highest ethical standards,” she explains.
Maha’s leadership has been instrumental in driving AFRIA’s vision forward, ensuring that AI governance frameworks are not only inclusive but also reflect Africa’s unique socio-economic and cultural contexts. During her contribution to the AI policy debate in Tunisia, organized by GIZ and AFRILAB Foundation, Maha called for the democratization of AI in Tunisian governance, emphasizing that tech policy remains an elitist domain, accessible only to privileged Tunisians.
She highlighted a crucial gap: “Education in AI and emerging technologies requires significant financial investment and remains affordable only for youth in urban centers. Those in rural regions continue to struggle with poor internet connectivity and a lack of institutional infrastructure,” she stressed. Maha firmly believes that access to AI knowledge and digital skills should not be determined by socioeconomic status or geographic location.
Inspiring the Next Generation: Maha Jouini’s Commitment to Women and Youth in Tech
Maha Jouini’s impact extends far beyond her leadership at AFRIA. She is deeply committed to empowering the next generation of women and youth in Africa, particularly in technology and AI governance. “I want to inspire young women to pursue careers in tech and take on leadership roles,” she says.
Maha firmly believes that mentorship and advocacy are key to breaking barriers for African women in technology. Through her work, she has championed STEM education, provided mentorship, and actively participated in initiatives that foster diversity and inclusion. Her dedication is evident in her involvement in programs such as the Global Responsible AI Hackathon and her collaborations with the African Continental Free Trade Area (AfCFTA), where she has advocated for equitable access to AI knowledge and digital entrepreneurship opportunities.
Francophone Africa’s Role in AI Governance and Digital Sovereignty
Looking ahead, Maha envisions Francophone Africa playing a crucial role in shaping AI governance across the continent. “The region’s cultural diversity and linguistic richness give Africa a unique advantage in defining inclusive AI policies that truly reflect our values,” she emphasizes.
For Maha, the future of AI governance in Africa lies in strengthening collaboration between Francophone and Anglophone African nations. She envisions a unified AI governance framework, ensuring that Africa is not merely a consumer of technology, but a leader in its ethical development and implementation.
In April 2024, Maha shared a powerful message with Expertise France, the technical cooperation agency of the Agence Française de Développement (AFD), on the margins of the AI Summit held in Paris. She addressed the inequities in AI and digital access, particularly for women and marginalized communities in Africa:
“I don’t have a higher income, and that’s the reality of an inequitable world—one built on stereotypes and prejudices. I know that as a woman, a Muslim, African and an Arab, I face challenges in my career, but these challenges do not define the complexity of my humanity. They are merely obstacles to overcome. In Africa, many women do not have access to education, the internet, or the digital economy. The digitalization process is not fully equitable, and according to UNESCO, women make up only 20% of AI experts. We must not allow AI to become another tool of digital colonization. Instead, Africa must reclaim its technological sovereignty by creating opportunities for innovation, equitable digital transformation, and ethical AI development.”
Through her advocacy, Maha continues to push for an inclusive and decolonized digital future, where African nations can shape their own AI policies, invest in local talent, and ensure technology serves the continent’s development rather than reinforcing global inequalities
A Message to the Next Generation of African Women in Tech
To the young women aspiring to enter the world of technology and AI, Maha shares a powerful message guided by Ubuntu Spirit and Arabs Values : “Never underestimate the power of your voice and perspective. The tech world needs African women’s unique insights to create truly inclusive solutions. Lean on your community for support, seek mentors who inspire you, and don’t be afraid to challenge the status quo.”
She concludes with the words of Miriam Makeba, a Pan-African icon whose spirit of resilience continues to inspire her journey:
“La luta continua… Continua.” (The struggle continues… It continues.)
To know more about Maha : https://mahajouini.tech/
Linkedin : https://www.linkedin.com/in/maha-jouini/
