Teh social media sensation known as the “Bush Legend” has gained a large following on platforms such as TikTok,Facebook,and Instagram.
These popular videos feature an Aboriginal man, sometimes adorned in ochre paint or dressed in khaki, showcasing different native animals and sharing interesting facts about them. The videos are accompanied by various yidaki (didgeridoo) tunes, including techno mixes.
“However,what many do not realize is that the Bush Legend is not a real person.He is actually generated by artificial intelligence (AI).
This is just one example of the growing trend of AI being used to represent Indigenous peoples, their knowledge, and their cultures without any accountability or involvement from these communities. It raises concerns about a new form of cultural appropriation that Indigenous peoples are increasingly speaking out against.
Do viewers know its AI?
While the Bush Legend pages do mention in their description that the videos are generated by AI, it is indeed unclear if the average viewer scrolling through social media would take notice or read this data.
Some videos do have watermarks indicating they were created by AI,but many viewers may not realize that everything they see on screen is artificially generated.
The videos often feature a range of animals from cute and cuddly to risky creatures. Comments left on these videos often ask how close the man is getting to the animals, along with words of encouragement.
One Facebook commenter writes, “You have the same splendid energy Steve Irwin had and your voice is great to listen to.”
However, this energy and voice are not real. They are fabricated by AI.
A lack of respect
Regrettably, any Indigenous content on the internet (whether authentic or AI-generated) is often met with racist commentary. As indigenous people, we frequently enough advise each other not to read the comments when it comes to social media and Indigenous content.
While the Bush Legend may not be a real person or culturally grounded in any way, it is still subject to online racism. I have personally seen comments on these videos that uplift this AI persona while denigrating all other Indigenous people.
This type of commentary may not affect the creator directly,but it can certainly impact Indigenous peoples who come across these comments while viewing the videos.
The only information available about Bush Legend (other than its AI-generated nature) is that its creator is based in Aotearoa New Zealand. This suggests there is likely no connection or relationship with Aboriginal and Torres Strait Islander communities from which this likeness is being taken.
Recently, bush Legend addressed some of these critiques in a video, stating:
“I’m not here to represent any culture or group […] If this isn’t your thing, mate, no worries at all.Just scroll and move on.”
However, this response does not adequately address the valid concerns raised. If the videos are simply about animal stories, why use the likeness of an Aboriginal man? This lack of accountability to the communities involved is a major issue.
The ethics of AI
Generative AI presents a new platform for breaching Indigenous Cultural and Intellectual Property (ICIP) rights.
There are many concerns surrounding AI and its impact on Indigenous peoples, including education and the lack of Indigenous involvement in AI creation and governance. Additionally, there are
This is a complex and important conversation to have in the realm of AI and digital representation.