Peter Lucas-Jones Recognized as a Global Leader in AI for Māori Language Technology

Peter Lucas-Jones, the Deputy Chair of Te Rūnanga Kaiwhakatere o Whakaata Māori and CEO of Te Hiku Media, has been named one of the world’s foremost voices in artificial intelligence, joining the ranks of leading tech billionaires on the Time100 AI 2024 list. Jones received this recognition for his groundbreaking work in developing a speech-to-text technology for te reo Māori, which has achieved an impressive 92% accuracy rate, outperforming similar models from major international tech firms.

Te Hiku Media’s initiative to preserve and revitalize te reo Māori has been built on 30 years of archived recordings, which serve as the core for their advanced automatic speech recognition (ASR) system tailored specifically to the Māori language.

Jones and his team have prioritized ensuring Māori communities maintain ownership and control over their digital data. Jones emphasized that in the digital age, data should be regarded like land, warning that without control over it, there is a risk of losing cultural identity in the evolving digital landscape.

The transcription software developed by Te Hiku Media has already been adopted by various organizations, including Radio New Zealand (RNZ) and the New Zealand Qualifications Authority (NZQA), with additional partnerships in the works.

However, Jones conveyed that his vision reaches beyond just technical achievements. He believes language has the potential to transform societal perspectives and foster mutual respect between cultures. He expressed that promoting respect for another language could positively influence how people perceive and interact with different cultures.

For Jones, the efforts at Te Hiku Media go beyond merely preserving language; they represent a fight to reclaim Māori sovereignty, shape the future, and directly confront the lasting effects of colonization.

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