Artificial intelligence

The entry into force of the regulation establishing harmonized rules for artificial intelligence (AI Act) in August 2024 marks a milestone in the regulation of this phenomenon of technological progress, which is constantly evolving. The AI Act will not be fully applicable until August 2, 2026, and until then, addressees including national legislators still need to make some preparations. Based on a graduated risk approach, different regulations apply to different AI systems and their areas of application. The rules for generative AI systems in particular are limited and focus on creating transparency. However, users may already have to comply with regulations at European and national level that do not specifically apply to AI. For media companies in particular, AI can be both an opportunity and a risk. This panel will discuss which rules apply here and where the law may need to be tightened up.