Sama, a global leader in data annotation solutions for artificial intelligence (AI) and a certified B Corp, has been named a top three in the 2025 Inspiring Workplaces for the Middle and East Africa region. In the awarding categories, Sama was recognised for inspiring wellbeing and inclusion within the organisation.
The Inspiring Workplaces Group is headquartered in the United Kingdom (UK) and operates in North America, Europe, the Middle East and Africa, Latin America, Asia, and Australia. The Inspiring Workplaces Group (IW), in association with The Engage Group, encourages positive change by providing inspiration and recognising organisations pioneering excellence in culture, leadership, well-being, inclusion, employee voice, and experience.
Competing with 12 finalists in Middle and East African finalists, including Abu Dhabi Early Childhood Authority, AZA Finance, Bank of Kigali PLC, Concentrix, and Intelcia, Sama took this position after Intelcia and KEO International Consultants clinched first place followed by Abu Dhabi Early Childhood Authority in second place.
“Sama is founded on the belief that talent is equally distributed, but opportunity is not. Our mission is to not only support individuals with their first formal employment in the digital economy, but to ensure they have the skills and training to advance into the next steps of their career journeys, In 2024 alone, we trained more than 840 individuals and created over 350 new jobs for people previously excluded from formal employment,” said Annepeace Alwala, Vice President, Global Service Delivery at Sama.
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The data annotation company holistic employee experience is anchored in its values of inclusion, mentorship, wellness, and learning. This has driven a significant increase in employee engagement, leadership development, and workforce diversity. Since its inception in 2008, Sama has helped nearly 70,000 people lift themselves out of poverty.
“At a time when the world faces increasing challenges, seemingly daily, it has never been more important for organisations large and small to put their people first,” said Matt Manners, Founder of the Inspiring Workplaces Group, during the awarding ceremony. “With AI reshaping the way we work, companies that continue to prioritise profit over people may find themselves facing short-term wins but long-term setbacks. PeopleFirst isn’t optional. It’s essential.”
Employee well-being is a central focus of Sama’s people strategy. The company has an in-house wellness team of 10 psychologists, a fully equipped on-site clinic in Kenya, and a partnership-based Employee Assistance Program. This has contributed to a rise in employees’ self-reported well-being engagement score of 77% in 2024, up from 73% in 2023.
Sama’s inclusive culture is reflected in strong gender representation and employee engagement. As of 2024, 51% of the workplace identified as female, 40% of senior managers, and 67% of the executive team are women.
Through initiatives such as the Give Work Challenge, which has supported 48 employee-led ventures, and the Leila Janah Foundation Awards, which foster global collaboration, Sama encourages innovation, leadership, and entrepreneurial thinking at every level.
This recognition adds to Sama’s growing list of accolades, including Newsweek’s America’s Greatest Workplaces for Inclusion & Diversity 2025, the 2024 Innovative BPO Provider award (African Digital Economy Awards), and Best AI Model Validation Solution (AI Breakthrough Awards).
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