Survey Reveals Surge in Digital Tool Adoption Among New Zealand Creatives
New Zealand's creative landscape is undergoing a profound transformation, driven by the rapid integration of digital technologies. The latest Cultural Participation Survey from Manatū Taonga—Ministry for Culture and Heritage (MCH)—released on March 18, 2026, provides the first comprehensive data on how creators are leveraging these tools. Conducted by Verian with a nationally representative sample of 2,000 adults aged 18 and over in September and October 2025, the survey highlights that 40% of New Zealanders actively created, performed, or produced cultural or creative work in the past 12 months. Among these 'creatives,' 69% incorporate digital tools into their practice, equating to 28% of all adult New Zealanders.
This marks a significant evolution from previous surveys, such as the 2023 edition where 44% reported creating art, underscoring a maturing digital-native creative ecosystem. The findings align with broader trends where digital platforms have become indispensable for ideation, production, and distribution, reflecting New Zealand's high internet penetration of 96% and 69% fibre broadband adoption at home.
The survey's addition of a digital technology module is timely, coinciding with MCH's Amplify strategy (2025-2030) and the Long-term Insights Briefing 'Culture in the Digital Age' (LTIB 2025), which explore AI's role in reshaping cultural creation, sharing, and protection by 2040.
Generative AI Emerges as a Key Tool for 65% of Creatives
At the forefront of this shift is generative artificial intelligence (GenAI), a subset of AI capable of producing new content such as text, images, music, and code from learned patterns. Strikingly, 65% of New Zealand creatives report using GenAI in their work—a figure that underscores the technology's swift penetration into traditional creative domains.
Usage patterns reveal a pragmatic approach: nearly half (49%) employ GenAI to explore or improve ideas, allowing rapid prototyping and iteration. One in three (34%) use it to generate or produce actual work, from digital art to music compositions. Meanwhile, 14% leverage it to share creations more widely, enhancing accessibility through automated captions or translations. These applications highlight GenAI's dual role as both collaborator and amplifier in the creative process.
Secretary for Culture and Heritage Leauanae Laulu Mac Leauanae noted, “The research shows that creatives are already well on their way to exploring these technologies. The main benefits they noted were improved efficiency and helping to generate new ideas.” This sentiment echoes global trends, where AI boosts productivity—potentially adding NZ$76-108 billion to the economy by 2038—but also signals a need for targeted support.
Who Are New Zealand's Creatives?
The survey defines creatives broadly as those engaging in arts, heritage, and media activities, encompassing visual arts, music, writing, dance, theatre, and Māori traditional arts. Craft-based practices lead at 17%, followed by music at 15%. Participation spans demographics, with higher rates among younger adults (18-29: 35% volunteering), Māori (31% volunteering), and those attending cultural events (e.g., 68% of visual arts attendees create art).
Overall cultural engagement remains robust: 88% participated in arts/culture/heritage in the past year, up slightly from 87% in 2023. Motivations include fun (46%), family time (42%), and learning (38%), with wellbeing benefits cited by 64%. Barriers like cost (45%) persist, but digital tools mitigate some by lowering entry thresholds.
Benefits and Barriers in Digital Adoption
Creatives cite efficiency and idea generation as primary benefits of digital tools, enabling faster workflows and experimentation. GenAI, in particular, democratizes access to high-end production previously requiring expensive software or teams. For instance, musicians use it for mixing or composition aids, while visual artists prototype concepts instantly.
However, 31% of creators do not use digital tools, with 36% attributing this to lacking technological skills or knowledge. This skill gap disproportionately affects older, rural, or less tech-exposed groups, exacerbating digital divides highlighted in LTIB 2025. Solutions include upskilling programs, as recommended in Amplify, which calls for on-the-job training in AI, blockchain, and Web3 for young creatives.
- Efficiency gains: Automating repetitive tasks frees time for core creativity.
- Innovation boost: GenAI sparks novel ideas through pattern recognition.
- Accessibility: Tools like real-time captioning aid disabled creators.
- Skill barriers: 36% cite knowledge gaps; need targeted training.
- Infrastructure: Rural connectivity lags despite 96% national access.
Government Response: Amplify Strategy and LTIB Insights
MCH's Amplify—A Creative and Cultural Strategy for New Zealand to 2030—aims to grow the sector's GDP to $22 billion, create 5,000 jobs, and increase participation by 10%. Action 3.5 specifically supports AI uptake responsibly, addressing misinformation, IP, privacy, and data sovereignty. Partnerships with MBIE focus on ethical AI development and accessibility tech.Read the full Amplify strategy (PDF)
Complementing this, LTIB 2025 'Culture in the Digital Age' forecasts four 2040 scenarios—from 'Innovative Harmony' (equitable AI enhancement) to 'Corporate Dominance' (Big Tech control)—urging policy levers like creative sandboxes, sovereign AI, and Māori-led governance.
Ethical Challenges and Industry Concerns
While adoption soars, concerns loom. NZ musicians fear 23% revenue loss by 2028 from GenAI, per a global survey projecting $572 million cumulative damage in AU/NZ. Authors faced disqualification from book awards for AI-generated covers, sparking ethics debates.
Copyright issues dominate: AI trained on scraped NZ content risks plagiarism and bias, particularly against Māori/Pacific works. LTIB warns of cultural appropriation, deepfakes eroding trust, and job displacement. Experts like those at Massey University call for protections, noting music's frontline vulnerability.
Public trust is low—66% worry about malicious AI use—prompting calls for licensing markets and transparency over exemptions.
Real-World Examples from Kiwi Creatives
NZ artists are experimenting amid tensions. Cartoonist Darren Blomfield notes AI caricatures encroaching on live events, yet sees potential in hybrid workflows. Musicians grapple with AI 'hoaxes' like Velvet Sundown flooding streams, displacing human acts.
Writer Jason Allen's AI art win sparked outrage, mirroring global cases. Māori-led Te Hiku Media uses AI ethically for te reo transcription, exemplifying sovereignty-focused innovation. Tumeke Studio prototypes speculative fiction with AI, maintaining cultural control.
Higher Education Stepping Up with AI-Focused Programs
New Zealand universities are bridging skill gaps through targeted courses. Massey's 'Introduction to Emerging Creative Technologies' introduces AI for expression across disciplines. AUT's Master of Creative Innovation and Technology covers AI, XR, and digital fabrication. Yoobee's 'AI for Creative Industries' teaches ideation and prototyping.
Waikato's Te Ipu o te Mahara AI Institute fosters interdisciplinary research, while UC's 'Learning Design with AI' equips educators/creatives. These programs align with Amplify's skills push, preparing the workforce for GenAI integration.
Future Outlook: Balancing Innovation and Protection
Looking ahead, LTIB scenarios paint divergent paths: harmonious AI augmentation or fragmented realities from unchecked risks. Opportunities include productivity gains, global exports, and te reo revitalisation, but require robust IP reforms, ethical guidelines, and upskilling.Explore LTIB 2025 findings
Stakeholders urge licensing for AI training data, Māori data sovereignty, and apprenticeships. With 65% adoption, New Zealand creatives are pioneers—poised for growth if supported thoughtfully. The Cultural Participation Survey not only benchmarks today but guides tomorrow's vibrant cultural ecosystem.
Photo by Matthew Stephenson on Unsplash
