‘Adoption will happen’: Solomon tells cultural industry to brace for AI revolution

Artificial Intelligence (AI) Minister Evan Solomon faced a daunting task when he delivered a keynote address at the Prime Time media summit in Ottawa on Thursday. Not only was Solomon following a panel that featured two producers of the hit Canadian television series Heated Rivalry, but he was seeking to comfort a convention centre full of artists, creatives and other cultural producers, many of whom are skeptical of the effects that AI will have on their industry. Solomon, a former political journalist, received a tepid response from the crowd when he emerged from backstage, though the room gradually warmed to the minister’s message, which focused on a combination of pragmatism and trust. “Let’s not sugarcoat it,” said Solomon (Toronto Centre, Ont.). “Things are moving quickly.” “Artificial intelligence is emerging quickly and it’s already here. It’s touching every part of our lives, the stories we tell, and how they’re created, shared, and valued.” Solomon noted that Canadian culture faces a unique moment against a backdrop of geopolitical and technological threats, but he emphasized the government’s commitment to balancing innovation and cultural protection. “Let’s be pragmatists in this world,” he said. “There’s a long list of examples of how AI is both beneficial and challenging…, but adoption will happen. You need to adopt tools you need to innovate.” “Our bet is that you can preserve our values and still build world-class things fast. And, we will do this with responsible, reliable AI that serves people.” The rise of AI has been a consistent theme during this year’s Prime Time conference, a three-day gathering annually hosted by the Canadian Media Producers Association in the nation’s capital. The event has dedicated multiple panel discussions to the technology, including a forum on how content creators and production studios can use AI more ethically. “It’s about the ‘three Cs — consent, credit, and compensation,” said veteran entertainment lawyer Stephen Stohn during one panel. “Then, the fourth element is transparency.” “Transparency is something we can all do in what we produce and what we require of others. It’s very important because putting something out and claiming that we’ve created it when, in fact, it’s been created by a machine, we all know that’s wrong.” Last year, Statistics Canada released data that found 38.5 per cent of businesses in the information and culture industries plan to use AI technologies sometime over the next year. Various film and television producers who spoke to The Wire Report also suggested they were open to using AI to help create new media. Ryan Mah, a director and producer with the Vancouver-based studio Black Rhino Creative, said he is “not concerned at all" about the emergence of AI. “It’s a tool,” said Mah in an interview. “All of filmmaking is an illusion. Whether it's editing or whatever, it’s all technology.” “I can use nuclear technology to build a bomb or power a city, so it depends on how you want to use it.” Recently, Mah used AI for parts of his documentary on Vancouver architect Arthur Erickson, entitled Beauty Between the Lines, in which an AI-generated version of Erickson reads passages from his journal. “We’re still telling real stories,” said Mah. “If and when the market is flooded with AI content, I think the value for real stories will ultimately be lifted.” “So, it might even make this industry more elevated in importance.” Solomon is expected to release the government’s AI strategy within the next month, and he said the plan will be rooted in one principle — “AI for all.” “This will benefit everyone,” he said. "Sovereign AI in every region and every sector, including for creators.” “When we get this right, AI will do lots for us and will come up with new innovative solutions to not just reduce administrative friction, but free up time for resources like storytelling.” For Marie-Julie Desrochers, executive director of the Coalition for the Diversity of Cultural Expressions, Solomon’s speech touched on some important subjects, but she is hoping to see more concrete measures in the government’s strategy. “I’m not a pessimist,” she told one panel. “I’m sure we’ll find some positive things in the strategy.” “But we are a leader in the protection and promotion of cultural diversity … and we need to recognize the challenges of AI.” Alongside Canadian Identity Minister Marc Miller (Ville-Marie—Le Sud-Ouest—Île-des-Sœurs, Que.), Solomon will also host a two-day national summit on AI and culture in Banff, Alta. in March. The event will bring together government officials, industry leaders, civil society, and academics to — among other things — “connect the cultural sector and Canada’s artificial intelligence research and business ecosystem.” “We want to hear from you in a deeper way,” Solomon told attendees on Thursday. “We don’t want this to be a drive-by.” “We value this cultural industry, so this is not a lecture series, but it’s part of how we build policy.” dlegree@thewirereport.ca

‘Adoption will happen’: Solomon tells cultural industry to brace for AI revolution

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By Davis Legree
|January 30, 2026

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‘Adoption will happen’: Solomon tells cultural industry to brace for AI revolution

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