A groundbreaking pilot study from Massey University has cast a spotlight on how generative artificial intelligence (GenAI) is quietly reshaping New Zealand's vibrant creative industries, particularly at the entry-level. Released just days ago, the research reveals that while no widespread job losses have occurred yet, GenAI tools are increasingly handling tasks traditionally assigned to junior freelancers and aspiring professionals, potentially denying them crucial experience. As New Zealand's universities grapple with this shift, higher education institutions are racing to adapt curricula, ensuring graduates remain competitive in an AI-augmented landscape.

The study, conducted by ten Massey academics spanning music, screen arts, design, and digital media, underscores the urgency for proactive measures in teaching and learning. With the creative sector contributing $17.5 billion to GDP—4.2% of the economy—and employing over 117,000 people, the implications extend far beyond individual careers to national economic vitality.

🤖 Unpacking the Massey University Pilot Study

At the heart of this discussion is Massey's pilot research, presented at the AI and Creativity Summit in Wellington on May 6, 2026. Led by Associate Professor Dave Carter, a music industry expert, and featuring contributions from Senior Lecturer Gwen Isaac in screen arts, the study involved ten in-depth interviews with representatives from filmmaking, music production, design agencies, and digital art studios across Aotearoa.

This qualitative approach provided nuanced insights into real-world AI adoption among small businesses, which dominate New Zealand's creative ecosystem. Unlike larger global firms, these local entities operate with lean teams, making them particularly sensitive to technological shifts. The findings highlight GenAI's role not as a dramatic disruptor—yet—but as a subtle substitute for foundational work.

Key Findings: GenAI in Everyday Creative Workflows

Interviewees reported widespread use of GenAI for low-value administrative duties, such as generating initial concepts, scripting routines, or basic asset creation. These tools, like ChatGPT for text, Midjourney for visuals, and similar platforms for audio, save time and boost productivity without proportionally increasing profits.

Crucially, AI is supplanting low-paid freelance gigs and unpaid portfolio-building tasks that serve as gateways into the industry. One participant noted it replaces 'the work people do to get a foot in the door.' However, most emphasized rigorous human oversight before commercial deployment, citing concerns over quality, ethics, and originality.

No concrete examples of paid job displacement emerged, contrasting with overseas narratives. As Carter observed, 'I think some of us were expecting a bloodbath in terms of job losses... but that wasn’t the case.' This caution reflects New Zealand's isolated market, where trust and networks are paramount.

The Double Bind Facing Small Creative Teams

Gwen Isaac eloquently described the paradox: 'My films are made with mostly tiny and inexperienced teams that benefit from being able to use AI tools... but paradoxically, by not subcontracting, we are then cheating someone out of a valuable entry-level employment experience.' This 'double bind' captures the tension—AI enables efficiency in resource-strapped outfits but erodes pathways for newcomers.

In New Zealand, where creative firms often lack scale, this dynamic amplifies risks. Junior roles foster skills like collaboration, client feedback, and iterative refinement—human elements GenAI can't replicate. Without them, graduates enter mid-level positions underprepared, perpetuating a skills gap.

New Zealand's Creative Sector: Economic Backbone Under Pressure

The creative industries are New Zealand's fourth-largest export earner, generating $15-17.5 billion in GDP annually and supporting 117,912 filled jobs (4.2% of total employment). Regions like Auckland (43.8% of jobs) and Wellington (15.2%) anchor this ecosystem, with forecasts predicting 36,553 job openings by 2030, including 8,683 new roles.

Self-employment is high at 30.3%, underscoring reliance on freelance entry points now vulnerable to AI. Productivity stands strong at $167,188 GDP per FTE, outpacing the national average, but stagnation in growth (0.8% employment rise in 2024) signals fragility amid global tech shifts. For details on sector profiles, see the Ministry for Culture and Heritage's 2024 report.

Photo by Markus Winkler on Unsplash

Higher Education Steps Up: Curriculum Transformations

New Zealand universities recognize the need to future-proof creative graduates. Massey's Toi Rauwhārangi College of Creative Arts leads with courses like 'Introduction to Emerging Creative Technologies,' teaching AI as a tool for expression across disciplines. Students learn VR/AR integration, capture hardware, and ethical deployment, blending tech with artistry.

The upcoming Bachelor of Information Sciences (Artificial Intelligence) major in 2026 emphasizes understanding AI mechanics, not just usage, preparing students for hybrid roles. Similar initiatives at Auckland University of Technology (AUT) balance originality with AI-enhanced design thinking.

Massey's Leadership in AI-Creative Fusion

As the study's origin, Massey is embedding GenAI across programs. The Bachelor of Screen Arts now includes 'Emerging Creative Technology Production,' guiding students into AI-cross-reality intersections. These offerings address Isaac's call: 'It’s incumbent on creators and educators to use AI tools mindfully... and ensure teaching equips students with knowledge around AI ethics.'

Workshops and pilots equip learners to interrogate big tech influences, fostering responsible innovation. For the full study details, visit Massey's news release.

Innovations at Other Kiwi Institutions

Victoria University of Wellington hosted the AI and Creativity Summit, sparking collaborations. Their programs explore AI in storytelling and digital media. The University of Auckland's Faculty of Arts integrates AI ethics into humanities, while Otago and Waikato offer AI minors adaptable to creative fields.

Yoobee Schools offers a free 'AI for Creative Industries' course for domestics starting April 2026, focusing on protecting human creativity. These efforts align with national pushes like Microsoft's AI upskilling commitment, targeting thousands by 2026.

Ethical Imperatives and Skill-Building Strategies

• Ethics Training: Unis emphasize provenance, bias detection, and IP rights, countering GenAI's 'hallucinations.'
• Hybrid Skills: Courses teach prompting, refinement, and human-AI collaboration.
• Portfolio Evolution: Shift from quantity to AI-augmented quality showcases.
• Networking Focus: Internships prioritize soft skills over rote tasks.
• Industry Partnerships: Placements with cautious adopters build real-world savvy.

Isaac urges: 'Exposing, interrogating and resolving' these issues to bolster fragile sectors.

Stakeholder Perspectives: From Concern to Optimism

Industry voices echo caution but optimism. Carter notes productivity gains realized offshore, urging local adaptation. Summit discussions highlighted global trends, with NZ positioned to lead ethical AI-creativity fusion.

Students benefit from balanced views: AI as enhancer, not replacer, demanding uniquely human traits like cultural nuance—vital in Māori-led creative expressions.

Photo by Markus Winkler on Unsplash

Future Outlook: Opportunities Amid Disruption

By 2030, forecasts suggest AI could boost NZ creative exports 20-30% via efficiency, per Deloitte, creating demand for AI-savvy artists. Universities project 1.2% annual job growth, but entry-level evolution requires agile education.

Government, via Ministry of Culture and Heritage, supports upskilling. Explore roles blending creativity and tech at NZ institutions.

Actionable Insights for Aspiring Creatives

Prospective students should prioritize AI-integrated programs. Graduates: Build hybrid portfolios, seek mentorships emphasizing oversight. Unis must expand access, ensuring equitable transitions.

Massey's study signals not apocalypse, but evolution—higher ed's role in navigating it is pivotal for Aotearoa's creative future.