Democratisation of AI is not free of internal conflict. This arises from how stakeholders approach democratisation of use, development, profits and governance. Any democratisation effort that works on AI technology or its market derives value from aligning with the interests of those who will be affected. The work must begin with the democratisation of governance and the rest of the processes will evolve as a corollary. The downsides of a new tech need to be protected through government intervention so that dispersal, development and dividends are not inimically affected.