‘How Many Jobs Were Replaced Here?’ Local Film Director Blasts Transport Malta’s AI Ad
A Maltese film director blasted Transport Malta’s (TM) recent AI advert by posting a status to social media urging his followers to “play a game of ‘How many jobs were replaced here?'”
Maxime Durand – a film director, writer, editor, producer and actor – took to Facebook to express his frustration at TM’s recent “Safety at Sea Campaign”.
“Thank you Transport Malta and MaltaGov for protecting the livelihood of actors, photographers and crew in Malta by using AI for your ads and campaign. Some action needs to take place to shut that door before it’s too late,” he wrote.
The advert, displayed on what seems to be the Gozo ferry, depicts a boat party with a dozen AI-generated people in the background and one in front and centre, taking a selfie.
“Share your best moment,” it reads, with best replacing the word “last” in a bid to remind party-goers to be safe while on sea.
The independent film industry in Malta has long been disappointed in the government’s prioritisation of foreign film productions over local ones in funding and general opportunities. To make matters worse, it seems that the government has now chosen to replace local talent with artificial intelligence.
Do you think this is a wasted opportunity for Maltese workers in the industry?
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