The opportunities and challenges arising from the introduction of artificial intelligence in the audiovisual sector have, over time, raised several concerns, making it necessary to reflect on and analyze the use of this tool and its regulation.
In recent years, institutions, industry professionals, and artificial intelligence experts have come together to explore how AI can be adopted while ensuring protection for artists and creators.
Key topics such as transparency, cultural diversity, fair compensation, and copyright protection have been central to numerous discussions held since the emergence of AI, starting with the conference Artificial Intelligence: Creativity, Ethics, Law and Market on September 19, 2023. This event was promoted and organized by the Undersecretary of Culture, Lucia Borgonzoni, with the aim of initiating a dialogue on the opportunities and challenges posed by AI in the creative industries.
These themes continued to be addressed in the roundtable The Role of Artificial Intelligence in the Audiovisual Industry: Opportunities, Challenges, and Implications for Copyright and the Protection of Creators and Artists, organized by the DGCA – MiC during the 81st edition of the Venice Film Festival. Most recently, they were discussed at the panel Audiovisual and Artificial Intelligence. The Future Between Innovation and Regulation, held during the 82nd Venice International Film Festival, and at the event Artificial Intelligence: Everything You Always Wanted to Know but Never Dared to Ask, promoted by WGI, ANAC, 100autori, and AIDAC on September 21 at Cinema Farnese.
This mobilization of diverse stakeholders highlights not only the complexities raised by the use of AI but also the growing need for awareness, skills development, and clear regulations that equip authors to navigate this new industrial revolution grounded in transparency and ethics.
In this context, the AI Act, passed by the European Parliament on May 21, 2024, and in force since August 1 of the same year, represents a crucial first step in the regulation of artificial intelligence.
The legislation strengthens protections for rights holders by requiring AI system providers to respect copyright law and to provide detailed reports on the data used for training. Furthermore, with regard to the protection of AI-generated works, European copyright law establishes that content created entirely by artificial intelligence, without human intervention, is not eligible for protection.
Additional provisions have been introduced in the area of dubbing, limiting the right to reproduce a vocal performance exclusively to the audiovisual product for which it was recorded, thereby prohibiting its unauthorized use for training AI systems.
The need for clear guidelines has been raised not only by artists and institutions but also by major players such as Netflix, which recently outlined a comprehensive framework of responsibilities for the various professional roles within the sector.
The debate surrounding the role of AI and its regulation is now a crucial and constantly evolving issue, requiring further clarification and legislative measures. What truly demands reflection is the need to govern the interaction between human intelligence and artificial intelligence, with the goal of managing generative technologies in a way that safeguards human creativity and prevents cultural homogenization.
All of these topics will also be at the heart of the 11th edition of MIA Market, kicking off on October 6, 2025, which will feature a series of meetings under the title Vertical AI. Throughout this program, industry experts will guide producers, distributors, directors, writers, creators, financiers, and policy makers through a practical journey exploring the applications of AI across all stages of the value chain.
Photo Credits: Pexels/LJ Checo
