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Solidarjetà, together with MEIA, expresses growing concern regarding the increasing use of AI-generated media within Maltese broadcasting.

We believe it is essential that technological advancements do not come at the cost of the livelihoods, dignity, or future of those who work in the creative sector. The rapid rise of Artificial Intelligence across multiple industries must not be allowed to undermine or replace the contributions of skilled creative workers.

We reaffirm that generative AI, when used as a substitute rather than a tool that supports human creativity, results in weaker artistic outcomes and further devalues Malta’s already fragile creative ecosystem.

We acknowledge the educational intention behind certain AI initiatives, and we appreciate efforts to clearly distinguish AI-generated content from human performers in the era of deepfakes. However, clarity alone is not enough. Broadcasters must engage with the creative sector before implementing such technologies, to ensure that their use does not harm the people who have built, sustained, and enriched Malta’s cultural landscape.

Solidarjetà and MEIA therefore urge all broadcasters to open dialogue with the industry and establish guidelines on the ethical and responsible use of AI in media production.

We also call on the Ministry for Culture to take immediate steps toward a national policy that safeguards creative workers from the negative impacts of AI, following the example of many international organisations that have already taken decisive action to protect their respective industries.

We invite stakeholders, artists, cultural workers, and supporters of Malta’s creative community to join us in this effort by signing our open letter, which outlines the necessary protections and principles we stand for.