He aha te mea nui o te ao? He Tāngata, He Tāngata, He Tāngata. What is the most important thing in the world. ’Tis people, ’Tis people, ’Tis people.
This ancient whakataukī holds even more weight today. Has there ever been a time in human history more important to remember this proverb? Now, in an age where technology is a core part of our lives – and our jobs – it has become increasingly obvious just how important the human touch truly is.
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It’s hard to not get caught up in the hype around Artificial Intelligence and the “easy way” is often less time-consuming and labour-intensive, making it seem like the best option. When the work turns out well, we’re free to move on to the next task, ticking off our to-do list at record speed. But at what cost? Some of the magic is lost when our work lacks the human touch.
Here’s an inconvenient truth: Māori are largely excluded from AI design and development processes in Aotearoa. That’s a missed opportunity - not just for Māori, but for all of us. When Māori voices, perspectives, and values are absent from the creation of new technologies, we all lose out on the richness, depth and value that comes from truly inclusive innovation.
Te ao Māori offers principles that align powerfully with ethical AI: kaitiakitanga (guardianship), manaakitanga (care), whanaungatanga (connection), kotahitanga (unity), rangatiratanga (self-determination). Embedding these values into AI design can help build trust, foster inclusion, and create solutions that serve our communities and country - not just corporations.
These values aren’t just theoretical, they are what help carry Māori forward, both in the economy and in business. The Māori economy is a significant and growing force in Aotearoa. It contributed $32 billion to GDP in 2023, up from $17 billion in 2018 - a jump from 6.5% to nearly 9% of Aotearoa’s economy. The Māori asset base surged to $126 billion, with investments spanning agriculture, fisheries, forestry, property, and increasingly – though still with plenty of room for growth - in technology and services.
This impressive growth is reflected in the 2025 Deloitte Top 200 Māori Index, which showcases iwi and Māori organisations as some of the country’s most sophisticated investors. Waikato-Tainui leads with assets exceeding $2.4 billion, followed closely by Ngai Tahu at over $2.1 billion. There are a few newcomers to this year’s index, with Pukeroa Oruawhata and Te Nehenehenui joining the ranks, showing the dynamism and evolving nature of Māori business.
These organisations are not just growing for growth’s sake. They are leveraging innovative capital structures, strategic debt financing and global alliances to fuel expansion, while maintaining their commitment to kaupapa Māori principles of sustainability and benefits for future generations.
Imagine the potential if these same Māori principles helped guide AI development. Principles like tauutuutu (reciprocity) and mana motuhake (autonomy) could underpin frameworks for fairness, transparency, trust and accountability - values that even global tech giants are still struggling to embed.
He aha te mea nui o te ao? Humanising AI! Humanising AI! Humanising AI! If we want technology to truly serve us, we must ensure that people – all people – remain at the centre.
Lee Gray is partner and Māori Services leader, Deloitte New Zealand.