Artificial Intelligence (AI) is transforming the business landscape, yet many Māori business owners are still unsure how it can be applied to their pakihi. At the recent Whāriki webinar “Demystifying AI with Callaghan Innovation,” Kin Lung (KL) Chan, AI+ Team Leader at Callaghan Innovation, provided valuable insights into the practical applications of AI and how pakihi Māori can harness its power.

‍AI Is More Than Just ChatGPT

One common misconception about AI is that it is synonymous with ChatGPT. While ChatGPT is a widely known AI application, KL highlighted that AI encompasses a broad range of technologies, including machine learning, computer vision, robotics, and knowledge management. To fully utilise AI’s capabilities, businesses must look beyond ChatGPT to explore its full potential in areas like automation, data analysis, and customer engagement.

‍Practical Applications of AI for Pakihi Māori  

AI can be leveraged in two main ways for both internal use (within the business) and external use (customer-facing).

1. Internal AI Applications:

• Automation: AI can automate repetitive tasks like invoicing, appointment scheduling, and email responses, freeing up valuable time for more strategic work.
• Data Analysis: AI tools can generate reports, detect financial fraud, and improve supply chain management by predicting demand and optimising stock levels.
• Human Resources: Businesses can use AI for workforce planning, hiring automation, and even employee’s hauora while at mahi.
• Marketing Insights: AI can analyse customer behaviour to create personalised marketing strategies and improve engagement.

2. External AI Applications:

• Product and Service Enhancement: AI-driven tools can enhance existing offerings by adding smart features, improving user experience, and predicting customer needs.
• Chatbots for Customer Support: AI-powered chatbots can handle customer inquiries 24/7, improving response times and service quality.
• Personalised Customer Experiences: AI can analyse customer data to tailor marketing messages, recommend products, and enhance user interaction with digital platforms.

Ethical Considerations in AI Adoption  

‍KL emphasised the importance of ethical AI use, particularly for Māori businesses that prioritise values such as whanaungatanga and manaakitanga. Key ethical considerations include:

• Bias and Fairness: AI systems should be tested for biases that could lead to discrimination.
• Data Privacy: Pakihi Māori must ensure that AI applications respect customer privacy and comply with data protection laws.
• Transparency and Accountability: AI systems should be explainable, allowing businesses to clarify how decisions are made.
• Sustainability and Cultural Sensitivity: AI should align with te Ao Māori values, ensuring that it enhances, rather than disrupts, traditional ways of working.

Steps to Getting Started with AI  

‍For pakihi Māori considering AI adoption, KL recommended an “AI Discovery” process to ensure a smooth transition. This included:  

1. Gaining Leadership Buy-In: Business leaders must understand AI’s long-term value and commit resources accordingly.
2. Assessing Technical Feasibility: Not all AI solutions fit every business. Therefore, assessing costs, data availability, and integration needs is crucial.
3. Ensuring Data Quality: AI relies on high-quality data. Which is why pakihi should invest in proper data management practices.
4. Integration into Business Operations: AI should seamlessly fit into existing workflows without causing disruptions.

The Future of AI for Pakihi Māori  

‍As AI technology evolves, Māori businesses have an opportunity to leverage it in ways that align with tikanga Māori and their business goals. Whether through automating processes, enhancing customer relationships, or gaining deeper market insights, AI can be a powerful tool for growth. However, pakihi must approach it with a clear strategy, ethical considerations, and a commitment to continuous learning.

For those interested in furthering their AI knowledge, Callaghan Innovation offers AI learning modules in partnership with Waikato University. Pakihi Māori are encouraged to explore these resources and connect with AI experts to make informed decisions. By embracing AI responsibly and strategically, pakihi Māori can not only improve efficiency but also uphold their values and contribute to a future where innovation and tikanga coexist harmoniously.  

The full recording of the webinar is available in Te Hapori o Whāriki https://community.whariki.co.nz/c/master-classes/demystifying-ai-with-callaghan-innovation