Understanding the Massey University Pilot Study on Generative AI

A groundbreaking pilot study conducted by ten academics at Massey University has shed new light on how generative artificial intelligence (GenAI), tools like ChatGPT, DALL-E, and Midjourney that create text, images, music, and video from simple prompts, is infiltrating New Zealand's creative industries. Released on May 5, 2026, the research reveals that these technologies are primarily handling low-value administrative tasks and, more concerningly, supplanting the entry-level freelance and unpaid work that aspiring creatives rely on to build portfolios, gain credentials, and forge professional networks. This shift poses significant challenges for recent graduates entering fields such as graphic design, screen production, music composition, and digital media.

The study, led by Associate Professor Dave Carter from Massey's School of Music and Communication, involved in-depth one-hour interviews with ten industry representatives, including filmmakers, musicians, owners of design agencies, and digital artists. These participants represent the backbone of New Zealand's vibrant yet fragile creative sector, which contributes over $14 billion annually to the economy and employs more than 130,000 people, predominantly in small businesses.

Key Findings: AI as a Double-Edged Sword in Creative Workflows

Interviewees reported using GenAI for routine tasks like generating initial concepts, scripting outlines, or basic asset creation, which traditionally fell to junior staff or interns. One participant likened it to replacing 'the work people do to get a foot in the door,' highlighting how AI streamlines processes but at the cost of experiential learning opportunities. While productivity gains were noted—allowing teams to iterate faster—no one reported increased profitability, as the economic benefits often accrue to overseas AI providers rather than local firms.

Crucially, commercial deployment of AI-generated content remains rare without heavy human oversight. Most outputs require substantial editing to meet quality standards, ethical guidelines, or client expectations. This cautious adoption tempers fears of immediate mass layoffs, but the subtle erosion of entry points could widen talent pipelines and exacerbate skills gaps in Aotearoa's isolated creative ecosystem.

• GenAI excels at repetitive ideation and prototyping, freeing humans for higher-level strategy.
• Low-paid gigs for portfolio-building are vanishing, hitting new graduates hardest.
• Small NZ firms prioritize ethical use but worry about long-term competitiveness.

Voices from Massey Researchers: Urging Mindful Integration

Associate Professor Dave Carter emphasized the need for grounded research: 'There’s a lot of polarised and future-focussed discussion about AI and we don’t really know who’s using it in our creative sector, particularly among smaller businesses, and how they are using it.' Contrary to overseas hype, he found 'many of the interviewees were very cautious about when and how they used AI tools.'

Senior Lecturer Gwen Isaac, an independent filmmaker from Massey's Toi Rauwhārangi College of Creative Arts, described a 'double bind': 'My films are made with mostly tiny and inexperienced teams that benefit from being able to use AI tools in certain instances, but paradoxically, by not subcontracting, we are then cheating someone out of a valuable entry-level employment experience.' She advocates exposing and resolving this tension to bolster sector capacity.

The findings will be presented by Carter at the AI and Creativity Summit in Wellington on May 6, 2026, fostering dialogue among educators, policymakers, and industry leaders.

New Zealand's Creative Sector: Stats and Vulnerabilities

New Zealand's creative industries are a cultural and economic powerhouse, with film (think Lord of the Rings legacy), music, design, and advertising driving exports worth $3.5 billion yearly. Yet, dominated by SMEs, the sector faces unique pressures from GenAI adoption. A 2025 Cultural Participation Survey found 65% of creatives using these tools—nearly half for idea refinement and one in three for production—signaling rapid uptake.

Broader workforce data shows 91% of Kiwis engaging with GenAI to some degree, 56% regularly, amid high adoption rates globally. For entry-level roles, this means traditional pathways like freelance gigs on platforms such as Upwork or local agencies are automating away, potentially trapping graduates in a 'no experience, no job' cycle. Youth unemployment in creative fields hovers around 12%, compounded by AI's efficiency gains.

How Massey University is Preparing Students for an AI-Augmented Future

Massey, New Zealand's leading creative arts institution via Toi Rauwhārangi College of Creative Arts, is proactively embedding AI literacy. New majors like Artificial Intelligence in the Bachelor of Information Sciences (launching 2026) and specialized courses such as Emerging Creative Technology Production teach students to design AI agents for virtual performers, generative architecture, and immersive realities.

In Introduction to Emerging Creative Technologies, learners explore AI as a creative tool across disciplines, emphasizing ethical deployment. Massey's GenAI Usage Guidelines for staff and students promote balanced adoption, aligning with the study's call for responsible integration. These programs equip graduates with hybrid skills: prompting AI effectively while honing irreplaceable human traits like cultural nuance and originality, vital for Māori and Pasifika storytelling in NZ contexts.

Photo by Muhammad Faiz Zulkeflee on Unsplash

Other NZ Universities Stepping Up to the Challenge

Across Aotearoa, universities are adapting curricula. The University of Auckland (UoA) researches AI's creative limits, advocating copyright reforms for AI-assisted works. University of Canterbury (UC) offers comprehensive GenAI guidelines, stressing privacy, ethics, and responsible use in assessments.

Unitec and others integrate AI into design education, addressing biases in recruitment tools. NZ's Tertiary Education Commission (TEC) encourages AI upskilling, with polytechnics like those post-Te Pūkenga reform offering vocational AI-creative hybrids. This multi-institutional response ensures NZ higher education remains a pipeline for resilient, AI-fluent creatives.

• UoA: AI creativity and IP policy research.
• UC: Ethical AI frameworks for students.
• Massey: Hands-on emerging tech courses.
• Polytechnics: Practical AI-vocational training.

Essential Skills for Tomorrow's Creative Graduates

To thrive, entry-level creatives must master 'human-AI symbiosis.' Core competencies include advanced prompting (crafting precise inputs for optimal outputs), critical evaluation of AI-generated content, and ethical decision-making around bias, copyright, and sustainability—GenAI's energy demands rival small nations.

Soft skills like collaboration, cultural sensitivity (Te Tiriti o Waitangi principles), and adaptability are non-negotiable. Universities recommend portfolios showcasing AI-human hybrids, e.g., refining Midjourney visuals in Adobe Suite or layering AI music stems in Logic Pro. Real-world cases: NZ filmmakers using AI for storyboarding, saving weeks but retaining directorial vision.

Ethical Dilemmas and Policy Recommendations

The study urges 'mindful and responsible' AI use, echoing Massey's frameworks. Challenges include IP infringement (AI trained on unlicensed works), environmental costs, and equity—rural/Māori creatives lag in access. Recommendations: Sector-wide ethics codes, government incentives for AI training, and higher ed mandates for AI modules.

NZ's Ministry of Business, Innovation and Employment (MBIE) could fund apprenticeships blending AI tools with mentorship, preserving entry pathways. Internationally, EU's AI Act influences, but NZ needs tailored regs for its SME-heavy sector.

Case Studies: AI in Action Across NZ Creatives

In Wellington's Weta Digital alumni firms, AI accelerates VFX pre-vis, but artists oversee finals. Auckland design agencies use GenAI for mood boards, cutting junior hours. Music producers in Christchurch layer AI synths, crediting tools transparently. A Māori animation studio experiments with AI for whakapapa-inspired patterns, ensuring cultural gatekeeping.

These examples show augmentation over replacement, but underscore the need for education to teach 'prompt literacy' as a baseline skill.

Future Outlook: Opportunities Amid Disruption

By 2030, GenAI could boost NZ creative exports 20-30% via efficiency, per Deloitte forecasts, creating demand for AI specialists in arts. Universities like Massey position graduates as 'creative orchestrators,' blending tech and artistry. Positive scenarios: New roles in AI ethics curation, hybrid content strategy, and immersive experiences (VR/AR powered by AI).

Challenges persist—youth unemployment risks if unis lag—but proactive curricula signal optimism. As Carter notes, NZ's creative resilience, rooted in innovation, will adapt.

Photo by Lusia Komala Widiastuti on Unsplash

Call for Higher Education Action in Aotearoa

NZ universities must evolve: Integrate AI across creative degrees, partner with industry for internships, and advocate policy. Massey's pilot exemplifies leadership, urging peers to follow. For students eyeing creative careers, now's the time to embrace AI as ally, not adversary—equipping you for a transformed landscape.

Explore Massey's offerings or similar at UoA, Otago, and beyond to future-proof your path in New Zealand's dynamic higher education scene.