Artificial intelligence is rapidly reshaping Europe’s cultural and creative sectors (CCS) and media, offering new tools for creativity, production and audience engagement. Yet, despite growing interest — with 51% of video game companies, 39% of audiovisual companies, 35% of news media organisations and 35% of surveyed music creators using AI in 2024 — uptake remains uneven. Today, CCS and media professionals face a range of challenges: limited access to ethical and high-quality AI models, difficulties in monetising specialised tools, lack of funding and digital skills, and concerns about unauthorised use of copyrighted content in training generative AI. Smaller organisations, in particular, risk being overshadowed by dominant global technology firms.
To address these gaps, the Commission’s Apply AI Strategy sets out targeted measures to help creators and media organisations adopt AI responsibly, efficiently and competitively. For some of them, implementation will soon start.
The Commission will foster the development of micro-studios across the EU specialised in AI-enhanced virtual production. In addition, the Commission will support investments in the development and deployment of European AI models focusing on interactive and immersive media storytelling, and on the discoverability of online European music, media and literary content.
To make available real time news and information from professional media outlets across the EU to wider audiences, the Commission will help the development of pan-European platforms using multilingual AI technologies. AI will be harnessed to translate content for relevant channels - including broadcasting - through classification, recognition, linguistic analysis and translation of content.
In addition, the Commission will launch a targeted study on the legal challenges and technological solutions related to AI-generated content.
The study will analyse the copyright-related challenges raised by AI-generated outputs and explore how advanced technological safeguards — including AI-based detection tools — can prevent, identify and remove infringing AI-generated outputs.
The Commission will also support the take up and scale up of the use of AI technologies to create highly realistic and accurate 3D digital twins of cultural sites and artifacts.
Last but not least, the above actions will be further supported by a dedicated EU Strategy for AI in cultural and creative sectors due in the first half of 2027. The latter will aim at ensuring that AI amplifies human creativity and protects cultural and linguistic diversity.
In a nutshell, by reinforcing European technological leadership, improving access to trustworthy AI tools and supporting creators and media organisations of all sizes, the Apply AI Strategy aims to unlock AI’s potential in the cultural, creative and media sectors, while safeguarding Europe’s rich cultural and creative ecosystem.
- Za objavu komentara morate se prijaviti
Komentari
Really exciting to see the Apply AI Strategy take cultural & creative sectors seriously – especially the focus on European models, multilingual news platforms and better tools for creators rather than just big platforms. 🎭📡
One piece I’d love to see explicitly in the upcoming EU Strategy for AI in CCS is origin honesty and role honesty for AI systems used in creative work:
- Clear, consistent labeling of AI-assisted vs. AI-generated vs. human-only works
- Guardrails against “companion-like” creative tools that quietly drift from assistant into substitute relationship for vulnerable users (especially lonely or young creators)
- Support for tools that keep memory, safety and continuity on the user side (file-based, portable), so creators don’t become locked into a single vendor to preserve their own creative history
I’ve been working on a framework called Reality-Aligned Intelligence (RAI) that tries to operationalise this for creativity and media – including concrete proposals for origin labels and safeguards for artificial intimacy in creative tools:
🎨 Reality-Aligned Intelligence (RAI) for Creativity: Ethical AI-Assisted Creativity, Origin Honesty & the Blue / Green / Yellow Labels
➡️ https://doi.org/10.5281/zenodo.17814845
I’d be very interested in how this kind of “artificial integrity” layer could plug into the future CCS AI Strategy and the Apply AI roadmap. Happy to share a short brief if useful.
- Za objavu komentara morate se prijaviti
Thank you for sharing this important overview.
The challenges described here echo a broader issue emerging across all cultural and creative sectors: AI adoption is increasing, but trustworthy, ethically trained and financially sustainable AI is still out of reach for many creators and media organisations, especially smaller ones.
As AI systems increasingly rely on user-generated content, two needs become central:
- high-quality, human-verified knowledge sources, so that European AI models do not degrade by learning from unverified or infringing material;
- fair and transparent mechanisms for compensating creators, especially when their content contributes to the value of AI outputs.
A human-centred digital ecosystem, where identity is verified, contributions are traceable, and creators retain control over how their data and works are used (including monetisation options), could support many of the goals outlined in the Apply AI Strategy:
- enabling safer and higher-quality training datasets;
- supporting small creators through reputation, attribution and compensation;
- encouraging expert peer-review and community validation;
- reducing the legal uncertainty around copyright in AI-generated content;
- strengthening Europe’s capacity to develop AI models aligned with its cultural and linguistic diversity.
Such an approach would also allow media outlets and creators to preserve the value of their original content while contributing to more reliable AI systems.
I would be happy to contribute further if the Commission or the community plans to develop this discussion, especially regarding human-verified knowledge, ethical data governance, and creator-centric AI frameworks.
- Za objavu komentara morate se prijaviti
USA administration decided to create list of AI standarts for all US states. Meanwhile, European Commission comes with big lists of decriptions. Not relevant for AI regulation.
- Za objavu komentara morate se prijaviti