Malta Media Journalist Michael Schmitt's Identity Questioned After AI Avatar Confirmation

Questions about the authenticity and identity of Michael Schmitt, an investigative journalist working with Malta Media, have intensified following confirmation that videos bearing his name feature AI-generated avatars rather than recordings of an actual person. The controversy emerged after Schmitt's LinkedIn profile disappeared earlier this year, yet articles continued appearing under his name on Malta Media's website.

The first AI-generated video appeared on Schmitt's X account on July 4, 2026. Additional videos subsequently circulated online, including content published on Malta Media's LinkedIn page. When digital sports media platform Tribuna reached out to Schmitt on July 6 seeking clarification, they received no response. The outlet revisited the matter after noticing the video anomalies and contacted Malta Media on October 12 to inquire about Schmitt's safety and the authenticity of the recordings.

A response came from Malta Media's general email address signed by someone identifying himself as Michael Schmitt, executive editor. The sender confirmed he was well and acknowledged that the videos used his AI avatar. However, when Tribuna requested a video call to verify the sender's identity through an unrecorded call or other reliable method, no further response materialized. This refusal to undergo basic verification procedures has fueled industry skepticism about whether the person responding was actually Schmitt or someone operating under his identity.

Schmitt has established himself as a notable figure covering the less transparent aspects of the gambling business. His investigative work has focused on financial arrangements, corporate ownership structures, and business relationships within the gambling sector. Previous investigations attributed to him include reporting on financial connections involving Midas Entertainment and private Malta-based foundations, restructuring of Tipico, and coverage of disputes between Evolution, Playtech, and Black Cube.

The timing of this controversy adds another layer of intrigue. On October 7, an article published under Schmitt's name criticized cybersecurity researcher Lilith Wittmann's investigation into Curaçao's gambling regulator. Wittmann's findings, published September 22 in cooperation with NDR, NRK, SVT, and Follow the Money, detailed how she accessed the Curaçao Gaming Control Board's systems under a false identity in December 2025 and exploited a security vulnerability to view licensing information for approximately nine months. Malta Media's response questioned Wittmann's methods and stated intentions to contact data protection authorities, prosecutors, and service providers regarding the matter.

The use of AI avatars by journalists raises significant concerns within an industry already grappling with authenticity and transparency challenges. While the absence of independent verification does not necessarily indicate impersonation or that Schmitt faces danger, the pattern of behavior - disappeared LinkedIn profile, unresponsive communication channels, reliance on AI video representation, and refusal of basic identity verification - creates legitimate questions about journalistic credibility and editorial standards.

For an industry where investigative reporting serves as a crucial check on corporate behavior and regulatory oversight, the credibility of reporters themselves becomes paramount. The gambling sector operates across multiple jurisdictions with varying regulatory frameworks, making independent journalism essential for exposing financial opacity and potential misconduct. When the identity and authenticity of prominent journalists covering these issues becomes uncertain, it undermines confidence in the reporting itself and raises questions about editorial processes at the publications employing them.