06
KEEPING AI IN CHECK FOR CREATORS BY ADRIAN PENNINGTON
Legal protections for artists and content owners have lagged behind the pace of genAI development the world over but regulators are tightening the noose. “We want to keep control,” Francois Lavoir, Senior EU Policy Advisor for the EBU, told the audience at the AI Tech Stage session. With the AI Act in force since August 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 abusing it,” he said. Some genAI tools 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 fi rst place,” said Lavoir. “Once you have the power to say ‘yes’ or ‘no’ to whether your data is used then
(L-R): Francois Lavoir and moderator Renard Jenkins, President, SMPTE
you have the power to negotiate remuneration.”
For the public service
broadcasters represented by the EBU, fi nancial compensation is not the only concern. Visibility around how a broadcaster’s brand and content has been manipulated – or not – in fi nal 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 $100 million. “We are following developments closely because it will have a signifi cant impact on what we do,” said Lavoir.
MAKING CONTENT EASIER TO FIND, USE AND MONETISE BY MONICA HECK
AI is currently boosting content discoverability and actionability, content automation and transforming passive archives into active libraries, said Harshabardhan Nayak, VP of Client Solutions at Prime Focus Technologies, speaking on the ‘Content for Everywhere: New AI/ML production use cases’ panel on Content Everywhere Stage 2.
The leap forward in terms of large-scale investment will come when AI solves complex problems. “We see so many use cases in our daily lives already, but AI is going to be a real game changer in terms of how it touches every piece of content in every journey that it takes,” he said.
Harshabardhan Nayak, VP of Client Solutions at Prime Focus Technologies
With sports broadcasting moving en masse towards the streaming world, Meghna Krishna, Group Chief Revenue Offi cer at Magnifi , noted that AI has solved a number of challenges for tier 1 sports broadcasters including getting content to the fi nal customer faster and in a more personalised manner. It also allows data to
remain alive and not stored away, unusable.
“Data can be sourced and made available to fans to create assets to their liking instead of just watching what someone else is offering. It then lives on their digital systems and not on anyone’s MAM anymore.” In fact, MAM is dead according to David Wilkinson, CEO at
Reuters Imagen. “The power of AI is that it will deliver in the future a production-line style innovation that allows us to fundamentally change how we think about these things,” he said. “However, news organisations in particular will have to use AI in a way that’s impactful but doesn’t destroy the trust they have built.”
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