AI-Generated Aboriginal Influencer Sparks Ethical Debate

An AI-generated social media account portraying an Aboriginal man has amassed over 211,000 followers, raising significant ethical concerns. The account, known as 'Bush Legend,' primarily discusses native Australian animals and cultural facts, but its origins trace back to New Zealand, not Australia. This revelation has sparked a debate about cultural appropriation, misrepresentation, and the ethical use of AI in creating content that mimics marginalized communities.

The account, which was previously known as 'Nec Minute News,' was created in June 2025 and initially focused on satirical New Zealand-based news stories. However, it has since shifted its content to feature an AI-generated Aboriginal man discussing Australian wildlife in natural settings, often accompanied by traditional indigenous music and imagery.

Cultural Appropriation and Ethical Concerns

The use of AI to create content that appears to represent indigenous cultures has raised alarms among experts and advocates. Tamika Worrell, a senior lecturer in critical indigenous studies at Macquarie University, describes this phenomenon as 'AI Blakface,' a form of digital cultural appropriation that exploits indigenous identities for financial gain without benefiting the communities it portrays. Worrell argues that this practice undermines indigenous self-determination and perpetuates a form of algorithmic settler colonialism.

Dr. Terri Janke, a lawyer and expert in indigenous cultural and intellectual property, echoes these concerns. She notes that while the AI-generated content may appear realistic, it risks marginalizing the very communities it claims to represent. Janke highlights that such misrepresentation can lead to cultural harm and erode opportunities for authentic indigenous voices to be heard and valued.

The account's videos, which feature the AI-generated man in traditional attire and settings, have been praised by followers for their apparent authenticity. However, many viewers are unaware that the content is entirely fabricated. This lack of transparency has fueled criticism, as it blurs the line between genuine cultural representation and artificial imitation.

The Role of Social Media Platforms

Meta, the parent company of Instagram, has confirmed that the account is based in New Zealand, despite its focus on Australian wildlife and indigenous themes. The platform has not yet commented on the ethical implications of the account's content, but its policies on AI-generated media and misrepresentation may come under scrutiny as this debate unfolds.

The account itself has attempted to address the criticism by stating that it does not claim to represent any specific culture or group. In a recent video, the AI-generated persona said, 'If this isn’t your thing, mate, no worries at all, just scroll and move on.' However, this response has done little to quell the concerns of those who see the account as exploitative.

The situation highlights the broader challenges of regulating AI-generated content on social media platforms. As AI technology becomes more sophisticated, the potential for misuse—whether intentional or unintentional—grows. Platforms like Instagram and TikTok will increasingly need to grapple with how to balance freedom of expression with the protection of cultural identities and the prevention of misrepresentation.

The 'Bush Legend' account serves as a cautionary tale about the ethical complexities of AI in content creation. While the technology offers unprecedented opportunities for creativity and innovation, it also raises important questions about authenticity, representation, and the potential for harm. As AI continues to evolve, it will be essential for creators, platforms, and policymakers to engage in thoughtful dialogue about how to navigate these challenges responsibly.