Peter-Lucas Jones is a member of the following Māori tribes, Te Aupōuri, Ngāi Takoto and Ngāti Kahu. He is the Chief Executive Officer of Te Hiku Media, a tribal broadcasting organization and innovation hub based in Kaitaia, New Zealand.

He was named by Time Magazine as one of the 100 most influential people in AI in 2024. He is leading Te Hiku Media by using AI to help preserve te reo Māori (the Māori language) through Papa Reo, a multilingual language platform and engine which powers Kaituhi, a web-based automatic transcription tool.

Te Hiku Media has also launched Rongo an indigenous language pronunciation model to help users improve their pronunciation of te reo Māori. This work has led to the development several Māori language speech synthesis systems, that accurately covert Māori language text to synthetic voice.

Peter-Lucas is an experienced governor in the Māori media ecosystem. He is currently the Chair of Te Whakaruruhau o ngā Reo Irirangi Māori (National Iwi Radio Network), Deputy Chair of Māori Television, Chairman of Te Rūnanga Nui o Te Aupōuri, and an elected member of the Northland Regional Council.

As a trusted kaitiaki (guardian) of Māori data, Peter-Lucas negotiates the responsibility of protecting tribal and Māori data while meeting the needs of funders and the expectations of iwi (tribes) and hapū (sub-tribes) to develop tools that support language revitalisation and contribute to intergenerational transmission of traditional knowledge.

He has a practical application of tikanga Māori (Māori customary practices) and is a highly proficient speaker of te reo Māori, the indigenous language of New Zealand.