Cullen International has published a new report explaining the EU's approach to the regulatory challenges posed by artificial intelligence (AI) in the media and creative sectors.

Media and creative professionals can use AI for the creation or production of scripts, news or audiovisual programmes, or to produce synthetic music, videos or images. AI can also be used to edit media content, to automate its accessibility features, or to enhance the audience analytics and targeting functionalities (e.g. VOD recommender systems) of a service.

With general-purpose AI (GPAI) systems, any user, including malicious actors, can generate or manipulate literary, musical or audiovisual works, including to create deepfakes (e.g. audio in the voice of, or video resembling existing persons). Prompted by questions, GPAI systems can also generate biased, discriminatory, or inaccurate information.

GPAI systems are trained with large amounts of data, which include works protected by copyrighted (e.g. books, images or press articles).

The use of AI in the creative and media sectors therefore has many implications, such as on copyright, protection of users from manipulation or deception, and content diversity.

The report explains the EU rules that address these questions.

• The EU Copyright Directive in the Digital Single Market
• The AI Act
• The Digital Services Act
• The EU Media Freedom Act

Download report

Clients of our European Media service, can also access the report directly on our client portal via the following: