As artificial intelligence and digital technologies become increasingly embedded in everyday life, New Zealand’s Privacy Commissioner says protecting privacy must go hand-in-hand with recognising Māori perspectives on data, culture and collective rights.
Privacy Commissioner Michael Webster, who has served in the role since 5 July 2022, says the rapid growth of digital technology presents both significant opportunities and new risks for Māori, particularly as government agencies and businesses collect and analyse increasing amounts of personal information.
One of the growing concerns is the rise of online scams targeting young people. Māori rangatahi are among the country’s most active users of social media and digital platforms, making digital literacy and online safety increasingly important. The Office of the Privacy Commissioner continues to encourage young people and whānau to be cautious about sharing personal information, recognising scams and protecting their digital identities.
Another major issue is the vast amount of information held by government agencies. Health, education, housing, justice and social service providers collect significant amounts of data about Māori communities. While that information helps shape public policy and deliver services, concerns remain about how it is stored, shared and governed.
For many Māori, information extends beyond individual privacy rights.
The concept of Māori Data Sovereignty views data relating to Māori people, communities, whenua, whakapapa and culture as a taonga, requiring governance that reflects tikanga Māori rather than simply meeting legal minimums under the Privacy Act.
This highlights one of the key differences between Western privacy law and Te Ao Māori. The Privacy Act focuses primarily on protecting identifiable individuals, while Māori approaches often recognise collective rights and responsibilities, with iwi, hapū and whānau holding an enduring interest in how information is collected, managed and used.
Artificial intelligence is adding another layer of complexity.
Experts warn that many global AI systems have been trained using publicly available information, sometimes including Māori language, imagery and cultural knowledge without the consent of the communities from which that information originates. This has raised concerns about cultural appropriation, loss of control over traditional knowledge and the disruption of the whakapapa of information.
Researchers have also identified risks around algorithmic bias, where automated systems used in areas such as policing, recruitment or public services can unintentionally reinforce discrimination if they rely on incomplete or historically biased datasets.
There are also concerns that mainstream AI tools can incorrectly identify historical figures, misunderstand concepts such as tapu and noa, or inaccurately represent iwi and hapū boundaries.
At the same time, Māori organisations are demonstrating how artificial intelligence can be developed in culturally appropriate ways.
Initiatives such as Te Hiku Media are building indigenous-owned speech recognition and language technologies under community governance, helping revitalise te reo Māori while ensuring ownership of cultural and linguistic data remains with Māori.
Machine learning is also being used to improve transcription, pronunciation and regional dialect recognition, providing new opportunities for younger generations to learn and use te reo Māori.
Many Māori scholars and technology leaders are also advocating ethical frameworks grounded in principles such as kaitiakitanga, mana and the Mauri Model, arguing that emerging technologies should strengthen communities rather than simply maximise efficiency or profit.
Trust remains a significant issue. Surveys have found many Māori express greater concern than the wider population about government data sharing, integrated databases and the use of facial recognition technology, reflecting longstanding concerns about surveillance, bias and institutional trust.
As artificial intelligence continues to evolve, the conversation is increasingly shifting beyond privacy alone towards questions of governance, ownership, cultural protection and ensuring Māori play a leading role in shaping New Zealand’s digital future.
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