AI in Media and Entertainment
Media and entertainment organizations are deploying AI for content generation, deepfake production, content moderation, recommendation algorithms, and rights management. These applications sit at the intersection of several fast-moving regulatory areas: the EU AI Act's transparency obligations for synthetic content, emerging deepfake disclosure laws, copyright questions around AI-generated works and training data, and platform obligations under the EU Digital Services Act. Synthetic media governance is an area of active regulatory development globally.
Key board-level questions
- 1.Do we label AI-generated or AI-manipulated content in compliance with applicable disclosure requirements?
- 2.How do we manage intellectual property risk when AI systems generate content trained on third-party works?
- 3.Are our content recommendation algorithms subject to algorithmic transparency or non-discrimination obligations under applicable law?
- 4.What governance controls exist around deepfake and synthetic media creation tools accessible through our platforms or products?
Regulatory frameworks
EU AI Act (Regulation (EU) 2024/1689)
The EU AI Act is the European Union's law on artificial intelligence. It sorts AI systems by risk, bans a short list of practices, and sets duties for high-risk systems and general-purpose AI models. It applies to any organization that builds, sells, or uses AI in the EU, wherever that organization is based. Obligations phase in between February 2025 and August 2028.
NIST AI 600-1 Generative AI Profile
This companion to NIST AI RMF 1.0 addresses generative AI risks. It covers large language models and multimodal foundation models (general-purpose models that handle text, images, and audio).
EU Data Act
The EU Data Act governs access to personal and non-personal data from connected products and related services. Data holders must share covered data with users and third parties. It also sets conditions for public bodies accessing privately held data in exceptional circumstances.