{"id":362901,"date":"2025-08-21T20:14:19","date_gmt":"2025-08-21T20:14:19","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/362901\/"},"modified":"2025-08-21T20:14:19","modified_gmt":"2025-08-21T20:14:19","slug":"eu-is-trying-build-guardrails-on-ai-experts-say-it-isnt-enough","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/362901\/","title":{"rendered":"EU Is Trying Build Guardrails On AI. Experts Say It Isn’t Enough"},"content":{"rendered":"

\n\tThe \u201ctsunami\u201d of AI use cases and the risks for creators and copyright protections that it brings with it were in the spotlight at the CineLink industry section of the 31st edition of the Sarajevo Film Festival<\/a>\u00a0on Thursday.<\/p>\n

\n\t\u201cWhen AI hit us two years ago, my organization was very much focused on working on the streaming economy,\u201d Cecile Despringre, secretary general of the Society of Audiovisual Authors, said during a panel discussion on the topic of \u201cArtificial Intelligence, Authors\u2019 Rights & Guild Solidarity.\u201d \u201cWe were very busy trying to convince policymakers and streaming companies to pay [streaming] royalties to writers and directors when they exploited their works.\u201d<\/p>\n

\n\tHer team approaches AI and companies using content to train their AI models \u201cwith the same spirit,\u201d she shared. \u201cWe consider that it\u2019s a new use of these works and that the copyright principles should apply. We call it \u2018the art of AI\u2019 because you always have to find new slogans to make people understand.\u201d<\/p>\n

\n\tDespringre concluded that in terms of AI protections and regulations, it is all about three things: authorization, remuneration and transparency.<\/p>\n

\n\tShe then touched on the European Union\u2019s AI Act, which was debated last year and went into effect at the start of the month. Under it, providers of general-purpose AI models (GPAI), such as ChatGPT, Deep Seek, and Dall-E, must comply with European copyright law in their use of copyright-protected materials in training their AI systems and provide \u201cfair and appropriate\u201d remuneration for copyright owners. Rightholder groups were consulted throughout the drafting of the act, but recently complained<\/a> that the way the law is being implemented does not sufficiently protect artists and\u00a0puts Europe\u2019s creative industries at risk<\/a>.<\/p>\n

\n\t\u201cIt was a regulation to try to address this new economy, these new tools that are invading our lives with a systemic risk approach,\u201d Despringre argued. \u201cAnd it was very last-minute that some copyright rules were introduced, but very general ones about respect of EU copyright law, and after that, there was a process of implementing those rules through a Code of Practice. So we spent a lot of time over the last year discussing this code of practice \u2013 a big process that [required] a lot of energy for a very small result, I would say.\u201d<\/p>\n

\n\tHer conclusion: \u201cWhat I can say, in a nutshell, is that it\u2019s very disappointing from the rightsholders\u2019 perspective, because it\u2019s very much in favor of AI companies. It doesn\u2019t really create a concrete obligation to respect copyrights, and it\u2019s very limited in terms of transparency, which should be the basis of any discussion. As long as there is no transparency, you cannot design licensing models.\u201d<\/p>\n

\n\tMarta Krzeptowska, producer at Orka in Poland and also president of the Polish Postproduction Society, summarized her take on where the AI revolution stands this way: \u201cSome people say that we are standing on the edge of a golden age where AI brings opportunity. For creators, it\u2019s probably the end of the story, and they have to somehow find a way to exist, find existence in this new reality that definitely is a problem.\u201d <\/p>\n

\n\tShe then shared that she personally is feeling \u201cdivided\u201d given her dual roles. \u201cIt\u2019s very, very difficult for us as producers to find a way to deal with AI because, as a producer, I need clarity,\u201d she explained. \u201cI need to be sure that the rights are protected.\u201d<\/p>\n

\n\tAny move to regulate AI may not work anymore, though. \u201cI don\u2019t know if it\u2019s not a little bit too late right now,\u201d she said. \u201cThe whole AI models and big companies are already fed with all the material. \u2026 They are stealing artists\u2019 work. We know from TikTok stories that many artists have been copied \u2013 that\u2019s really unfair. They lost their ability to earn money from their work, because the work is everywhere right now.\u201d<\/p>\n

\n\tAI may make things easy, but it may also do away with pain that drives creators, Krzeptowska argued. \u201cEverything will be easy when AI means that you can just click the button, write that prompt. Where is the effort? Where is the pain? Because pain is part of creation, and the beauty, the true beauty of cinema, of every art, is pain.\u201d<\/p>\n

\n\tSevara Irgacheva, secretary general of the European Film Agencies Directors Association, highlighted that the film industry has long dealt with technological and political challenges. \u201cSound changed the film industry. CGI, digital changed the film industry,\u201d she said. \u201cSo, of course, AI is the next step.\u201d<\/p>\n

\n\tHowever, the speed and seismic shift of the new technology creates special challenges. \u201cThe difficulty with this step now is that the tools are becoming extremely accessible, so anyone could probably create more easily,\u201d she said. \u201cBut the tools that exist right now have been built on existing content without any concept of authorship.\u201d<\/p>\n

\n\tAnd more questions will come up in the near future. \u201cWhat would be the line between AI-assisted work, that is work where AI is used as a tool, and AI-generated work?\u201d she highlighted. \u201cThis line can be very thin. And it\u2019s not even in 10 years, it\u2019s going to be in the next two to five years that these questions will arise.\u201d<\/p>\n

\n\tAbout the EU\u2019s AI Act and other efforts to regulate, Irgacheva echoed that \u201clegislation seems to always be behind.\u201d That said, enforcement and education are key to making existing regulations effective. \u201cIt\u2019s important to remind people regarding AI that they have to respect copyright, as included in the AI Act. But it should still be respected, even if there was no mention of copyright protection in the AI Act. This law still applies.\u201d <\/p>\n

\n\tThe panelists highlighted how technology companies often warn about AI regulation possibly stifling innovation, arguing that copyright and other frameworks have so far not upended the internet or other tech innovations of the past.<\/p>\n

\n\tKlemen Dvornik, board member of the Federation of European Screen Directors, pointed to the success of and attention attracted by Sean Baker\u2019s Tangerine, which he made on an iPhone. \u201cThere comes a gimmick, and everybody wants to go in the same direction,\u201d he said. \u201cBut there is only one Sean Baker and one Tangerine. There is no multitude of Tangerine-s.\u201d<\/p>\n

\n\tThat said, AI \u201cstill gives an opportunity to people to show their voice, their creativity, to find a way to use a new tool that is available for a new way of filmmaking, or new type of filmmaking, and in that sense, AI is a new ground where we will play,\u201d he argued. \u201cEverybody will try it. The most important thing is for AI to stay a tool that helps us, for example, in post-production, where it will make things easier and faster. It will bring challenges, like job losses, but also opportunities.\u201d<\/p>\n

\n\tEconomics will come into focus, though. \u201cThe question is: will it still be economically viable?\u201d the expert said. \u201cBecause I think that AI-generated content will suck up money. \u2026 I think that AI-influenced or -made content will overflow the commercial market and will suck out a lot of money.\u201d<\/p>\n

\n\tWhat also worries Dvornik is that AI\u2019s role in the \u201clong process\u201d of filmmaking could rise. \u201cI did my [latest] film over seven years with a lot of people. You have a lot of collaborators,\u201d he shared. \u201cEverybody\u2019s using AI, and I\u2019m wondering how much this AI super brain is giving directions on creativity.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The \u201ctsunami\u201d of AI use cases and the risks for creators and copyright protections that it brings with…\n","protected":false},"author":2,"featured_media":362902,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5174],"tags":[2000,299,5187,1699,522,127319],"class_list":{"0":"post-362901","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-eu","8":"tag-eu","9":"tag-europe","10":"tag-european","11":"tag-european-union","12":"tag-international","13":"tag-sarajevo-film-festival"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115068591416810542","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/362901","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=362901"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/362901\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/362902"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=362901"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=362901"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=362901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}