tech

January 15, 2026

‘It’s AI blackface’: social media account hailed as the Aboriginal Steve Irwin is an AI character created in New Zealand

More than 180,000 people follow the Bush Legend’s accounts across Meta platforms, but its Aboriginal host is a work of digital fiction

‘It’s AI blackface’: social media account hailed as the Aboriginal Steve Irwin is an AI character created in New Zealand

TL;DR

  • An AI-generated social media persona, 'Bush Legend,' creates realistic videos about Australian wildlife.
  • The persona, presented as Indigenous Australian, is criticized as cultural appropriation and 'digital blackface.'
  • Experts warn that AI-generated content can lead to 'cultural flattening' and harm marginalized communities.
  • The creator, based in New Zealand, has not responded to inquiries.
  • The AI persona claims its focus is on wildlife stories and not representing any culture.
  • Identifying AI-generated content is becoming increasingly difficult.

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