Two-thirds of New Zealand creators now use generative AI in their work
Nearly 65% of New Zealand creators who use digital tools have adopted generative AI into their creative process, according to research from the Ministry for Culture and Heritage published last week. The finding marks the first time the ministry has surveyed creators about their use of the technology.
Of 531 creators surveyed who used digital tools in the past 12 months, most said they use AI to explore or improve ideas. Some use it to generate or produce work outright. Smaller numbers use it to make work more accessible or to help distribute it.
The research comes from a survey of 2,000 New Zealand adults conducted in September and October 2025. About seven in 10 creators said they use digital tools or technology in their work.
Who's adopting it fastest
Creators aged 18-29 reported higher rates of both digital tool use and generative AI adoption. Men also showed higher adoption rates than women across both categories.
About three in 10 creators don't use digital tools at all. That group skewed older, with those over 65 more likely to avoid them. Reasons cited included irrelevance to their practice, lack of technical skills or knowledge, cost, and concerns about intellectual property rights and data ownership.
Broader cultural participation holds steady
The report also found that 88% of New Zealanders attended or visited at least one arts, culture, or heritage activity in the past year, up slightly from 87% in 2023.
Performing arts and festivals showed the strongest growth since 2022. Six in 10 respondents said such activities improved their knowledge, wellbeing, and pride in Aotearoa.
Māori reported higher involvement across cultural activities. Ninety-three percent of surveyed Māori attended arts and culture events compared with 87% of Pākehā. Māori were also more likely to be creators themselves and to consume New Zealand audio, screen, literature, and games.
Creative participation and consumption
Four in 10 New Zealanders created or performed cultural activities in the past year. Craft-based practice topped the list, followed by music.
In the three months before the survey, more than nine in 10 New Zealanders listened to local radio, music, or podcasts. About three-quarters watched local shows or films. Four in 10 read local literature or accessed archives. One in 10 played New Zealand-made games, a slight drop from 2023.
For creatives looking to understand how generative art fits into professional practice, the research suggests adoption will continue. Learn more about AI for creatives and how to integrate these tools effectively.
The survey carried a margin of error of +/-2.2%.
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