A social media account known as the Bush Legend, which has amassed more than 180,000 followers across Meta platforms, has been revealed as an AI-generated character created in New Zealand. The account features a man named Jarren, who appears to be an Aboriginal Australian, presenting wildlife content in the outback. However, both the presenter and the wildlife are entirely digital fabrications.
The account, created in October 2025, originally shared AI-generated satirical news before pivoting to wildlife. Earlier versions showed the character wearing white body paint mimicking ochre and a beaded necklace. Meta indicates the account is based in New Zealand, and the creator is believed to be a South African living there, who did not respond to requests for comment.
Dr Terri Janke, an Indigenous cultural and intellectual property lawyer, described the content as “remarkable” in its realism but raised ethical concerns. “You think it’s real… Is he the Black Steve Irwin?” she said, adding that the creation of a seemingly Indigenous avatar is offensive and risks “cultural flattening”. She questioned whose image was used and whether consent was obtained.
Tamika Worrell, a senior lecturer in critical Indigenous studies at Macquarie University, called the avatar a form of “digital blackface” and cultural appropriation. She noted that AI tools without legislative guardrails allow images and cultural knowledge to be transmitted without consent. “It’s AI blackface – people can just generate artworks, generate people, but they are not actually engaging with Indigenous people,” she said.
The account’s focus is on building awareness and education about Australian wildlife, but experts warn it could take opportunities away from authentic Indigenous content creators, such as Aboriginal rangers. Janke emphasised that ethical use of AI requires consent and involvement of First Nations people.
