Nigeria’s emerging creative entrepreneurs are strategically leveraging Artificial Intelligence (AI) to establish careers in the digital economy. Rising searches for “how to start creating content” and a +160% spike in interest for “how to learn AI” signal a new era of digitally-savvy entrepreneurship, a trend explored when Google and HandleItAfrica recently brought together leading creators. This significant trend, backed by fresh data from Google Search, took centre stage at “What’s Tea?”, an exclusive event where Google and Handle It Africa assembled over 40 of Nigeria’s most influential young creators to explore how AI tools like Gemini can transform creative work into thriving businesses.

The data tells the story of Nigerian Gen Z ambitions, with searches for “how to start creating content” and “how to start freelancing with no experience” topping career-related queries. This creative entrepreneurship drive connects directly with the growing demand for digital skills. Over the past year, search interest in “how to learn AI” has jumped by +160%, while practical queries like “how to make money with AI” have climbed by +40%, showing that young creators see AI as a must-have tool for success.

This digital transformation came alive at the “What’s Tea?” workshop, hosted at Google’s Lagos office. Prominent creators including Korty EO, Layi Wasabi, and Legendary Ben participated in hands-on sessions with Gemini, exploring how the AI tool can streamline complex tasks like research, scriptwriting, and visual brainstorming, enabling them to concentrate on high-value creative work.

“We’re witnessing remarkable ambition in the search data, and our mission is to provide tools that transform that ambition into accomplishment,” said Taiwo Kola-Ogunlade, Communications and Public Relations Manager for Google in West Africa. “Gen Z creators aren’t just influencing culture; they’re constructing the future of Nigeria’s media landscape. By placing tools like Gemini in their hands, we’re supporting their evolution from creative passion to sustainable business.”

The partnership with Handle It Africa, a prominent public relations agency, was essential in creating an authentic environment for learning and community development.

“The dynamism in the Nigerian creator space is unmistakable. These young talents are entrepreneurs developing brands from scratch,” noted Olufemi Oguntamu, Founder of HandleItAfrica. “Our collaboration with Google for ‘What’s Tea?’ focused on creating a platform to arm them with advanced digital tools, building a community that can collectively strengthen Nigeria’s creator economy.”

The atmosphere reflects the data, with creators actively adopting AI to secure competitive advantages.

Layi Wasabi, a prominent creator and comedian who presented at the event, observed, “In this industry, your creativity is your product, but your efficiency drives your business. Using AI like Gemini supports the business aspect. It can accelerate brainstorming and research, allowing me to generate more high-quality content. It’s a tool that enhances both the artistic and commercial dimensions of our work.”

By linking demonstrated interest with practical implementation, the “What’s Tea?” event captures a pivotal moment in Nigeria’s digital economy evolution, where creator ambition and AI innovation are merging to shape the future of work.