15 September 2026

GESAC’s main calls for an AI strategy for CCS

As the European Commission develops its AI Strategy for the Cultural and Creative Sectors, GESAC has submitted its contribution to the Call for Evidence.

Our message is clear: creators must be at the heart of AI value creation.

AI systems are built on Europe’s cultural and creative assets. Yet, too often, the creators whose works fuel these systems do not benefit from the value they generate. This value is increasingly captured by non-European-based actors that refuse to comply with EU rules and values, weakening Europe’s cultural and creative sectors.

Europe has a unique opportunity to develop a global model for AI and culture based on innovation, creativity, democracy, rule of law and cultural diversity.

Read our contribution to the European Commission’s Call for Evidence.

Policies

3 Key priorities for 2024 - 2029

During the previous EU term, significant strides were made toward protecting and promoting European creators and their work in the
digital age, with dedicated reports from the European Parliament on music streaming and buy-out issues, and the adoption of the AI Act.

But they were only the first step.

Progress in these areas will require yet more collaboration and determination to be transformed into effective implementable measures at EU level, and new legislative proposals from the European Commission.

Read our overview document below for our position on:

Clear actionable measures to ensure licensing of copyright protected works and appropriate remuneration of creators by Generative AI services.
A dedicated legislative proposal to tackle coercive buy-out practices imposed on authors and composers, and circumvention of EU’s protective measures by non-EU-based VOD platforms.
Introduction of new or additional rules at EU level requiring algorithmic transparency and discoverability of European works on music streaming platforms.

Policies

Artificial intelligence

Artificial intelligence brings about many new opportunities for our lives, including in the field of culture and creativity, but its applications also raise a number of ethical and legal questions due to their wide-spread uncontrolled and unchecked usage.

The rapid deployment of GenAI services requires targeted EU legislative action to ensure transparency, fairness and full respect for authors rights.

Such intervention should:

reaffirm the full applicability of EU and national copyright laws to all GenAI services operating in the EU, regardless of where they are established or developed;
provide meaningful transparency obligations for GenAI services;
introduce a presumption mechanism to enable a functioning licensing market; and
consider solutions to address the harmful substitution effects of AI-generated outputs competing unfairly with original works.

Policies

Music Streaming

Music streaming has unquestionably become the predominant means of enjoying music, replacing traditional physical media and expanded far beyond the live sector by providing user-friendly, high quality, and affordable access to the largest possible repertoire anytime, anywhere, online, or offline.

Songs and compositions are at the heart of this thriving market, which counts 524 million users on subscription-based music services globally, reaches more than 2 billion users including the streaming on UGC platforms, and offers more than 70 million tracks from approximately 8 million artists.

Yet, the authors and composers cannot benefit adequately from this success, and the debate over unfairness of this market is gaining traction across Europe and around the world.

There is a need to look more closely at how songwriters and composers are connected to this thriving economy and what can be done to improve their currently neglected situation.

Read below to find out more about the Music Streaming market.

Policies

Buy-out contracts: a dangerous threat to European creators

European music creators are being forced to forsake thousands of euros in future earnings by draconian ‘work made for hire’ (WMH) and buy-out contracts.

Online audiovisual services and broadcasters that are mainly US-based are forcing music creators to accept such contracts, which enforce a one-time payment in exchange for their rights.

Given the worldwide popularity of shows and series on platforms like Netflix, Amazon, Disney etc., and their replay value, the audiovisual market represents an important revenue stream for creators. Soundtracks alone are part and parcel of series and often attract a similar amount of popularity, massively boosting sales, streams and the worldwide fan-base of their authors.

Read below to find out how video on demand (VOD) platforms and broadcasters are circumventing EU law and what can be done about it.

Policies

Authors’ societies & the collective management model

Authors’ societies are hugely beneficial to both authors (creators), users (platforms and services), and the broader public.

Beyond benefiting these different groups, authors’ societies also support the broader cultural ecosystem by funding and promoting cultural and creative initiatives.

Below are five key benefits to authors’ societies and the collective management model.