Malta's creatives push back on AI-made Junior Eurovision video
More than 220 artists and organisations have signed an open letter criticising PBS for using AI to create the music video for "I Believe," Malta's entry for Junior Eurovision 2025. The letter follows concerns raised by the trade union Solidarjetà and the Malta Entertainment Industry and Arts Association (MEIA).
Signatories called the video "visually uniform and narratively unoriginal," arguing the decision sidelines homegrown talent. For a sector already fighting for resources and recognition, they see this as a missed opportunity to hire and spotlight local professionals.
There's also a clear contrast on show. "Serving," Malta's Eurovision 2025 entry, was nominated for Best Music Video at the Eurovision Awards - and it was directed and shot by an all-Maltese team.
What the open letter asks for
- Meaningful engagement between PBS, Solidarjetà, MEIA and industry professionals.
- Clear guidelines that prevent AI from displacing human work or lowering artistic standards.
- Recognition that unregulated AI use risks jobs for artists - including young performers like Eliza Borg.
PBS has yet to respond to the open letter.
Why this matters for working creatives
AI can be a tool, but commissioning bodies need rules that keep budgets, credit and accountability aligned with human work. When spend goes to prompts instead of crews, the skills pipeline erodes and the final product starts to look generic.
- Ask clients to include AI-use disclosure, credit and approval clauses in briefs and contracts.
- Pitch hybrid workflows: human-led direction, AI as support with creative oversight and clear attribution.
- Organise with your unions and associations; add your name to sector letters that set expectations.
- Show the ROI: document where human-led choices improved story, performance, and brand fit.
- Curate reels that highlight originality and craft - and how they outperform templated visuals.
If you're formalising studio policies or upskilling teams on safe, effective AI use, explore practical resources by job role at Complete AI Training.
Eliza Borg to represent Malta at Junior Eurovision 2025
Eliza Borg will represent Malta at the Junior Eurovision Song Contest 2025 in Tbilisi with "I Believe." For official contest updates, visit JuniorEurovision.tv.
Malta at Junior Eurovision: a quick history
Malta debuted at Junior Eurovision in 2003 and has won twice. In 2013, Gaia Cauchi took the title in Kyiv with "The Start," Malta's first win at a Eurovision event. In 2015, Destiny Chukunyere won in Sofia with "Not My Soul." The country hosted the contest in 2014 and again in 2016.
Image source: PBS | Source: Malta Independent
Your membership also unlocks:
