IBC2024: In the session titled ‘Can AI be regulated? What public policy can(‘t) do to address AI risks’, speakers Renard Jenkins, President of SMPTE, and Francois Lavoir, Senior EU Policy Advisor for the EBU, debated some of the responses to the new risks created by the rapid development of AI and how issues like the proliferation of AI-powered disinformation have been testing the limits of what the law can accomplish.
Legal protections for artists and content owners have lagged behind the pace of generative AI (genAI) development the world over but regulators are tightening the noose.
“We want to keep control,” Lavoir told the audience at the AI Tech Stage session. With the AI Act in force since August 2024, the European Union has led the way in protecting citizens against the risk of data misuse and harm, he claimed.
“The regulations provide more transparency about how data is used in the training of AI systems and its output so we can use that knowledge to prevent AI providers from using it,” he said.
Some genAI tool developers offer creators the chance to opt out of being included in training models. “But you need to know who is using your content in order to opt out in the first place,” said Lavoir. “Once you have the power to say ‘yes’ or ‘no’ to whether your data is used then you have the power to negotiate remuneration.”
For the public service broadcasters represented by the EBU, financial compensation is not the only concern. Visibility around how a broadcaster’s brand and content has been manipulated - or not - in final output is imperative.
Lavoir said: “We want to have a comprehensive discussion with AI providers that gives our members levers to negotiate something in return for use of their content.”
The EU is also keeping a close eye on the progress of a controversial AI safety bill passed by the California State Assembly earlier this month. While it contains data protection safeguards in common with the AI Act it also goes further in building in potential civil liability of up to 10% of the costs of training capped at $100m.
“We are following developments closely because it will have a significant impact on what we do,” said Lavoir.
You are not signed in
Only registered users can comment on this article.
.jpg)
EU Sovereign AI: Collaboration crucial to AI and cloud success
Collaboration and innovation are crucial ingredients for establishing a sovereign cloud and AI ecosystem within Europe to reduce dependency on US hyperscalers, concluded an SMPTE panel at IBC2026.
Comcast and Paramount Skydance weigh future of SkyShowtime platform
Comcast and Paramount Skydance are reportedly considering winding down their SkyShowtime joint venture.
Disney+ launches curated Playlists feature
Disney+ is introducing Playlists, a feature that brings together themed collections of episodes and movies that play continuously.
Apple expands Apple TV to 170 markets
Apple is rolling out is Apple TV streaming platform into 59 additional countries, taking the service’s global footprint to 170 markets.
Canal+ and LaLiga strike anti-piracy agreement
France’s pay-TV group Canal+ and Spanish football league LaLiga have signed a strategic anti-piracy agreement covering nearly 50 countries across Europe, Sub-Saharan Africa, and Haiti.
