Solidarjetà and the Malta Entertainment Industry and Arts Association (MEIA) have expressed concern over the increasing use of AI-generated media in Maltese broadcasting.
They said it was important not to jeopardize or marginalize the future of creative workers due to the increasing frequency of artificial intelligence implementation in some industries.
“We believe that using generative AI as a replacement for competent creative workers, rather than as a tool in the creative worker’s arsenal, will reduce the quality of the product and further devalue Malta’s creative industries,” they said.
Maltese broadcast channels such as ONE recently launched TV shows with opening sequences created entirely with artificial intelligence. It provides a preview of the future of local broadcasting, which according to NeuralAI is a blend of technology and creativity.
Solidarity Jeta and MEIA stated that AI has been proven to exploit the work of creative professionals without their consent, further adding to the economic insecurity and increased instability for thousands of creative workers already in difficult situations.
TVM has similarly launched Malta's first Virtual TV Presenter, a program created to educate the public about AI.
Alexei Dingli, an AI professor at the University of Malta who heads the AI presenters, said the show takes precautions to ensure viewers understand they are watching an AI avatar to distinguish between reality and fiction, especially with the rise of “deepfakes”.
These organizations are calling on all broadcasters to discuss the increased use of AI so that a consensus can be reached on how to use it without putting Malta's creative workers at risk.
They also call on the Ministry of Culture to discuss a national policy that protects creative workers from the negative effects of the use of AI by taking strong action against the use of AI in their respective industries due to the potentially disruptive impact it could have on creative industries, as many organizations representing creative workers abroad are already doing.
Also read | AI and art: A match made in heaven or a hurdle to creativity?
