Source: Ministry for Culture and Heritage
New research shows that seven out of 10 creators use digital tools for creative or cultural practices. Secretary for Culture and Heritage Leauanae Laulu Mac Leauanae says 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,” he says. The 2025 survey is the first time questions have been asked about creatives use of digital tools.
Manatū Taonga Ministry for Culture and Heritage’s latest Cultural Participation Survey also shows that 65 percent of New Zealand creatives are now using generative artificial intelligence (AI). Nearly half use these tools to support or refine their ideas, one in three to produce art and creative work, and 14 percent to share their creations with a wider audience.
However, for creators who do not use digital tools in their practice, more than a third reported a lack of technological skills or knowledge was a barrier.
“This shows that creatives may need support to further develop their technical skills,” Leauanae says.
Manatū Taonga is working with MBIE to support the creative and cultural sectors’ uptake of new technology, including responsible use and development of AI and accessibility technology.
The work is part of Amplify, a national strategy that shows how government will help create an environment in which New Zealand’s creative and cultural sectors can flourish over the next five years.
The findings reflect the Ministry’s recent Long-Term Insights Briefing Culture in the Digital Age, which highlights the innovative ways creatives are using digital technology, along with future risks and opportunities for the cultural and creative workforce.
View the report here: https://www.mch.govt.nz/publications/new-zealanders-cultural-participation-2025
About the survey
The Cultural Participation Survey, which began in 2020 and is undertaken by Verian, surveyed 2,000 adults aged 18-years-old and over from around the country in September and October 2025.
The survey monitors cultural participation rates in arts, heritage, and media activities over time.
Manatū Taonga will use the findings to better understand cultural participation to inform its priorities, investments, and strategies.
