Recent activities
On 8 July, the Creative Media Business Alliance (CMBA) hosted a breakfast event at the European Parliament in Strasbourg showcasing how the creative industries are deploying AI responsibly and how AI can strengthen, rather than replace, the creative value chain. The event was hosted by MEP Sousa Silva (EPP, PT) and MEP Hannes Heide (S&D, AT), respectively rapporteur and shadow rapporteur of the CULT Committee’s own-initiative report on the cultural and creative sectors in the age of AI. It drew strong parliamentary interest.
Case studies
- Art Awakens – Imaginae Studios (Fremantle). James Duffen, CEO of Imaginae Studios, demonstrated how AI can bring timeless artworks such as Edvard Munch’s The Scream to life, enabling audiences worldwide to experience culture in new and engaging ways. He also described the work of Hilario Abad, a Spanish freelance film director who uses AI in his production process, allowing him to create faster and at significantly lower time and budget cost while retaining full creative control.
- #SophIA – info. Thomas Parisot, Deputy Director General of Cairn.info, presented #SophIA, an AI-powered search engine that helps researchers and professionals discover academic publications across French-language humanities and social sciences. Developed in full compliance with copyright law, the tool gives subscribers access to more than 300 journals and 10,000 works. Parisot stressed that in Cairn.info’s model, AI does not replace authors. Instead, it has substantially expanded access to scholarly content and driven a threefold increase in readership.
The message from today’s discussion was clear:
**Europe’s creative sector sees AI as an opportunity**.
Creators, publishers and cultural institutions are embracing AI to enhance creativity, broaden access to content and create new experiences for audiences.
A sustainable future for AI and creativity in Europe must be built on a framework of responsibility, transparency and respect for intellectual property.
☑️ Europe has the talent.
☑️ Europe has the content.
☑️ Europe has the creativity.
To ensure continued success, we need:
✅ Strong and enforceable exclusive rights
✅ Meaningful transparency
✅ Legal certainty and regulatory stability