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<p>This paper explores how small-scale content creators in New Zealand navigate the ethics of using artificial intelligence (AI) in their everyday work. Drawing on ethnographic methods, including “deep hanging out” and qualitative interviews, the paper takes a locally situated approach to studying ethics in action. Content creators experienced pressure to use available generative AI tools to create content that meets the demands of the attention economy, in which human attention is treated as a scarce and revenue-generating resource. The local ethical concept of <i>kaupapa</i>, a loan word from te reo Māori (the Māori language), figured prominently in how content creators worked out their ethical positionality and practice. This paper discusses how content creators use local concepts such as <i>kaupapa</i> to frame their values, media practices, and personal identities, helping them to navigate an ethical path, especially when dealing with culturally sensitive material. While the adoption of indigenous loan words is rare in settler colonial societies, this paper argues that attending to such cultural particularity is crucial if work on generative AI ethics is to resist cultural hegemony.</p>

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Using AI to create cultural content: ethnographic insights into everyday ethics in Aotearoa New Zealand

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年8月4日

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  • Bronwyn Isaacs

摘要

This paper explores how small-scale content creators in New Zealand navigate the ethics of using artificial intelligence (AI) in their everyday work. Drawing on ethnographic methods, including “deep hanging out” and qualitative interviews, the paper takes a locally situated approach to studying ethics in action. Content creators experienced pressure to use available generative AI tools to create content that meets the demands of the attention economy, in which human attention is treated as a scarce and revenue-generating resource. The local ethical concept of kaupapa, a loan word from te reo Māori (the Māori language), figured prominently in how content creators worked out their ethical positionality and practice. This paper discusses how content creators use local concepts such as kaupapa to frame their values, media practices, and personal identities, helping them to navigate an ethical path, especially when dealing with culturally sensitive material. While the adoption of indigenous loan words is rare in settler colonial societies, this paper argues that attending to such cultural particularity is crucial if work on generative AI ethics is to resist cultural hegemony.