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Samasource logo.svg
MottoGive Work.
FounderLeila Janah
Area served
India, Kenya, and Uganda
MethodImpact sourcing

Samasource delivers secure, high quality training data and is a trusted platform for expert, ethical training data.[1] Samasource is the trusted, high-quality training data and validation provider for 25% of the Fortune 50. From self-driving cars to smart hardware, Samasource fuels AI. Founded over a decade ago, the Samasource team are experts in image, video and sensor data annotation and validation for machine learning algorithms. Samasource is driven by a mission to expand opportunity for low-income people through the digital economy, and its social business model has helped over 50,000 people lift themselves out of poverty. One of the first organizations to engage in impact sourcing,[2] Samasource workers are trained in basic computer skills and paid a local living wage for their labor.[3]

Additionally, Samasource provides a host of impact programs to ensure their workers are advancing in their careers and learning life skills. These programs include health and wellness education, professional skills development, a scholarship program to assist with continuing education costs, and the GiveWork Challenge—a program to provide micro loans and mentorship to aspiring entrepreneurs. Samasource has been named one of Fast Company's "Most Innovative Companies"[4] and counts Walmart, Google, General Motors and Microsoft among its clients. 25% of the Fortune 50 trust Samasource to deliver turnkey, high-quality training data and validation for the world's leading AI technologies.[5]

Samasource has offices in San Francisco, California, New York, The Hague, Costa Rica, Montreal, Nairobi, Kenya, Kampala, Uganda and Gulu, Uganda. The organization currently owns and operates delivery centers in Nairobi and Gulu, Uganda, and partners with additional delivery centers in India. Samasource previously had paid workers in Haiti, Pakistan, Ghana, and South Africa.[6]


The prefix "Sama" is a Sanskrit word, meaning "equal". Janah has stated that her organization's name "refers to leveling the playing field."[7]

Business model[edit]

Samasource uses a secured cloud annotation platform, SamaHub, to manage the entire annotation lifecycle. This includes image upload, annotation, data sampling and QA, data delivery, and overall collaboration. Additionally, automated workflows in the SamaHub task queue enables a dedicated, trained team of Samasource workers to annotate targeted images in record time. All Samasource annotation team members are located in a secure, ISO-certified facility ensuring maximum data security.[8]

SamaHub breaks down complex data projects from large companies into small tasks that can be completed by women and youth in developing countries with basic English skills after a few weeks of training.[9] In Kenya, Samasource offers an immersive hard and soft skill training program to help prepare underserved youth for the workplace. Samasource delivery centers follow Samasource's social impact guidelines, which includes hiring workers who were previously earning less than the local poverty line, paying a living wage and providing access to full benefits.[2] Samasource staffs in-country experts to execute the recruiting process, which targets women and youth without formal work experience who are earning below a local living wage.[6] Samasource also invests in training, salaries, and benefits for their agents, offering free or subsidized meals, transportation, healthcare, and professional development.

The Samahub technology features a five-step quality assurance mechanism that continually gauges the success of each individual worker. Workers are not, however, in direct competition with one another as they are in crowdsourcing models.[10] Samasource's staff also makes a point of understanding the skills native to each region so that it can channel projects to centers best equipped to handle them.[3]

Samasource currently offers training data strategy development and fully managed enterprise solutions including high-quality, human-powered training data and validation for computer vision and natural language processing use cases.[5] Clients include Google, eBay and Walmart and past clients Intuit, LinkedIn, and Microsoft.[6] Originally founded as a non-profit in 2008, Samasource adopted a hybrid business model in 2019.


Impact Methodology[edit]

The Samasource website states that the organization defines successful social impact through its Breadth x Depth formula, which looks at two main components:

1. Total workers paid and trained

2. The change in income per worker[11]

Samasource measures its impact by focusing on the relationship between earnings and quality of life- and the role that formal work can play in increasing both. They define a permanent departure from impoverishment as: the ongoing ability to provide one's self and one's dependents with safe housing, nutritious food, education and savings.[12] Samasource's mixed methods measurement and evaluation is focused around three mission-relevant questions:

  • Are we reaching our target population?
  • How does employment through Samasource change worker's lives?
  • What are the longer-term changes in our workers' lives that are attributable to Samasource?[12]

Samasource uses three core tools to effectively measure impact: a baseline online survey, follow up online survey and baseline and follow-up assessment tests. It supplements these tools with household surveys, post-Samasource interviews, worker interviews and project data.[12]

Impact Results[edit]

As of September 2017, Samasourcel[13] has employed 8,697 workers. The program currently employs more than 600 workers across India, Kenya, Uganda, and Haiti.[14] For most of Samasource's workers, this job is their first formal job. The organization reports that 84% of workers continue to work or pursue their education after they leave Samasource.[11] Of those that continue working, 98% remain in the formal sector, primarily in technology related fields.[11]

Samasource's data further suggests that the benefits of a living wage reach far beyond financial security. An impact report published by the organization in 2013 claims that 76% of their workers reported improvement in overall physical health, and several others were more willing to "engage with their communities…this effect is even more pronounced for women."[15]

Third-party studies that have been conducted on Samasource's model have reached similar conclusions. A student from the London School of Economics and Political Science found that workers training on the Samahub in rural India improved their problem-solving abilities, their social intelligence, their confidence, and their political perspective. When several workers staged a protest against what they felt were unfair managerial practices at their delivery center, they cited the empowering nature of their new jobs as an inspiration.[16]


Entrepreneur Leila Janah founded Samasource (now Sama Group) in 2008.[17] Janah's father sensitized her to the issue of poverty from an early age,[18] and she became interested in global development while teaching English and creative writing in rural Ghana through a high school scholarship.[19] Seeing her students' ambition combined with the rise in global literacy and access to technology during that time provided the initial inspiration for Samasource.[20]

After completing a degree in African Development Studies from Harvard University, Janah worked as a consultant at Katzenbach Partners (now Booz & Company) and at the World Bank.[21] She quickly became disillusioned, however, by the lack of insight she perceived from World Bank officials into the needs of those the organization was attempting to move out of poverty.[22] While working with multiple clients in the outsourcing sector and nonprofit world, Janah developed the business plan for Samasource.[23]

The organization received its initial funding from the International Business in Development Challenge and the Stanford Social Enterprise Challenge in 2008, and has received additional funding from grantors including The MasterCard Foundation, the Mulago Foundation, the Peery Foundation and The organization has since grown into a team and board with backgrounds in distributed work, economic development, and outsourcing.[24]

Press and Accolades[edit]

Samasource has received numerous awards and grants, including the 2012 Secretary's Innovation Award for the Empowerment of Women and Girls[25] and the 2012 TechFellows Award for Disruptive Innovation.[26] The organization was also part of POPTech's 2010 Class of Social Innovation Fellows.[27] Fast Company named Samasource as "One of the Most Innovative Companies of 2015", saying that Samasource is "defining what it means to be a not-for-profit business".[28] Samasource has also been profiled in TechCrunch,[29] Wired,[30] Business Insider[31] and Forbes,[32] among other publications.

Leila Janah, founder and CEO of Sama Group, was included in Conde Nast's Daring 25 list in 2016[33] and as one of "Five Visionary Tech Entrepreneurs Who Are Changing the World" by The New York Times Style Magazine in 2015.[34] She was also named a "Rising Star" on Forbes' 30 Under 30 list in 2011,[35] one of the 50 people who will change the world by WIRED,[36] and one of the 100 most creative people in business by Fast Company.[37] Janah is a frequent speaker and writer on social entrepreneurship,[38] outsourcing,[39] crowdsourcing,[40][41] and digital work.[20][42] She is the recipient of a 2011 World Technology Award,[43] a Social Enterprise Alliance Award,[44] and a Club de Madrid award.[45]


  1. ^ "Samasource Website". Retrieved 2019-06-07.
  2. ^ a b Bornstein, David (November 3, 2011). Workers of the World Employed. New York Times. Retrieved 2013-04-04.
  3. ^ a b Gino, Francesca; Staats, Bradley R. "The Microwork Solution". Harvard Business Review. December 2012.
  4. ^ "Sama Group Is Redefining What It Means To Be A Not-For-Profit Business". 2016-02-16. Retrieved 2016-08-19.
  5. ^ a b "Samasource | Training Data for AI". Retrieved 2019-06-07.
  6. ^ a b c Samasource Press Kit. Retrieved 2013-04-04.
  7. ^ Cookson, Peter W; Iscol, Jill. Hearts on Fire (2011). New York: Random House. 2011. pp60. ISBN 0812984307
  8. ^ Samasource. "Samasource and Cornell Tech Announce iMaterialist-Fashion, A Robust, Free Open Source Fashion Data Set for Research and Development". Retrieved 2019-06-07.
  9. ^ How We Work, Retrieved 2013-04-04.
  10. ^ Gino, Francesca; Staats, Bradley R. "Samasource: Give Work, Not Aid". Harvard Business School. February 12, 2012.
  11. ^ a b c
  12. ^ a b c
  13. ^
  14. ^ "Impact Dashboard" (PDF). Archived from the original (PDF) on 2015-03-21.
  15. ^
  16. ^ Sharanappa, Sandesh & Janah, Leila. "Microwork for Macro-gains: Evaluating the Social Impact of ICT-based Job Creation in Rural India." London School of Economics and Political Science.
  17. ^ "Meet Our Founder - Sama Group".
  18. ^ Cookson & Iscol. pp57.
  19. ^ Cookson & Iscol. pp58.
  20. ^ a b "Ending Poverty in the Digital Age", TED Talk by Leila Janah, January 2010. Retrieved 2013-04-04.
  21. ^ Dolan, Kerry A (June 8th, 2011). "Samasource Taps Silicon Valley To Create Jobs For Poor People", Forbes. Retrieved 2013-04-04.
  22. ^ Bhattacharjee, RB (December, 2009). "Mr. and Mrs. Smith". Hypermarket.
  23. ^ Rice, Andy (August 3rd, 2010). "Samasource, a cyber solution to global poverty". Daily Maverick. Retrieved 2013-04-04.
  24. ^ Samasource Crunchbase Profile. Retrieved 2013-04-04.
  25. ^ "Secretary of State Hillary Rodham Clinton to Announce the Winners of the first Innovation Award for the Empowerment of Women and Girls", March 7, 2012. Retrieved 2013-04-04.
  26. ^ Constine, Josh. "The Winners Of This Year’s $100,000 TechFellow Awards Are…". February 22, 2012. Retrieved 2013-04-04.
  27. ^ "PopTech Presents 2010 Class of Social Innovation Fellows". September 9, 2010. Retrieved 2013-04-04.
  28. ^ "Sama". Fast Company. Retrieved 2016-08-19.
  29. ^ Cutler, Kim-Mai. "SamaUSA Rethinks Workforce Development For The Digital Age in East Palo Alto". TechCrunch. Retrieved 2016-08-19.
  30. ^ "The Woman Finding Tech Jobs for the World's Poorest People". Retrieved 2016-08-19.
  31. ^ "The 13 most innovative schools in the world". Retrieved 2016-08-19.
  32. ^ Trapp, Roger. "Business Leaders Challenge International Aid With Commerce". Retrieved 2016-08-19.
  33. ^ "Daring 25". Archived from the original on 2016-11-16. Retrieved 2016-08-19.
  34. ^ Arrillaga-andreessen, Laura (2015-10-12). "Five Visionary Tech Entrepreneurs Who Are Changing the World". The New York Times. ISSN 0362-4331. Retrieved 2016-08-19.
  35. ^ "30 Under 30 - Social & Mobile - Forbes". Retrieved 2016-08-19.
  36. ^ Scheffler, Daniel. "Leila Janah's 'microwork' - power to many". SF Gate. December 30, 2012. Retrieved 2013-04-04.
  37. ^ "The 100 Most Creative People in Business 2011". Fast Company. May 16, 2011. Retrieved 2013-04-04.
  38. ^ Janah, Leila "The Bottom Lines of Many Businesses". July 18, 2010. Retrieved 2013-04-04.
  39. ^ Janah, Leila. "Rethinking Outsourcing". Skoll World Forum. May 19, 2009. Retrieved 2013-04-04.
  40. ^ Janah, Leila. "Tech For and By Africa". August 14, 2010. Retrieved 2013-04-04.
  41. ^ Thompson, Dean. "Speaker Series: Changing the World through Crowdsourcing". Linkedin Blog. October 20, 2011. Retrieved 2013-04-04.
  42. ^ Janah, Leila. "Computer Based Work is Providing More than a Paycheck". Skoll World Forum. November 30, 2011.
  43. ^ Branch, Heather. "ISP Speaker Series - Leila Janah. Yale Law School, Heather Branch's Blog. September 18, 2012. Retrieved 2013-04-04.
  44. ^ Melwani, Lavina. "Leila Janah's Samasource: A World of Equals". Lassi with Lavina. December 20, 2012. Retrieved 2013-04-04.
  45. ^ "Club De Madrid 2012 Young Leadership Award goes to Leila Janah". Club December 19, 2012. Retrieved 2013-04-04.