Nadia Nakai weighs in on AI as it reshapes music and business

The growing influence of artificial intelligence continues to divide opinion across creative industries, with some warning of job losses while others embrace it as a powerful tool for growth.

As AI becomes more embedded in business and entertainment, South African artists are increasingly sharing where they stand.

The debate gained renewed momentum after former podcaster Rea Gopane dominated streaming charts with his AI-generated song Suka!, which amassed thousands of monthly listeners and reached number one on Apple Music South Africa’s Top 100.

His success reignited conversations around whether AI is enhancing creativity or threatening it.

Rapper Nadia Nakai has now added her voice to the discussion, explaining that while she actively uses AI in her business, she draws a clear line when it comes to replacing human creativity.

Speaking candidly about her approach, Nakai said she relies on AI to elevate existing creative work rather than generate it entirely.

“I use a lot of AI in my business,” she said. “The one thing I don’t like doing is generating AI from scratch. I want to shoot a photoshoot, then use AI to amplify those images that were shot by an individual that has creativity and skills behind it.”

She added that AI has become especially valuable for small business owners who lack the resources for large-scale campaigns, allowing them to present their products in a polished and competitive way.

“I think it’s helped a lot of these small business owners who can’t afford these amazing photoshoots and campaign-level images to push their products,” she said.

However, Nakai made it clear that her support has limits. “I’m an advocate for AI apps that help us push our products and make them look professional, amazing and world-class,” she explained.

“I’m not an advocate for AI that’s replacing the creativity of individuals.”

She admitted that striking the right balance remains a challenge, especially in industries built on human expression.

“I’m always torn between the two: how much do I use AI for my business in my marketing, and how much do I use real people? Because I don’t want to kill the industry, but AI is always amplifying things.”

As AI continues to reshape how music, marketing and content are produced, Nakai’s perspective reflects a growing sentiment among creatives who see technology as a tool to enhance human talent rather than erase it.