Generative AI didn’t just appear overnight. It was trained on vast amounts of content created by humans.
Writers. Journalists. Musicians. Artists.
And now, the big question is this: Should those creators be paid?
In this episode of AI SIX, I spoke with MEP Axel Voss about how Europe is trying to answer that question — and what it means for the future of AI.
What Changed?
In 2019, the EU updated copyright rules to allow AI systems to analyse large amounts of data, known as text and data mining.
At the time, this seemed reasonable. Then, in 2022, everything changed.
AI models began scanning the internet at scale, using vast amounts of content — including protected work — to train their systems.
Now, many AI tools are built on content creators who were never paid for.
The Core Problem
Most creators don’t know if their work has been used, where it was used, or how to get paid.
AI companies don’t always disclose their training data, so even if your work was used, you cannot prove it.
That makes enforcing copyright extremely difficult.
What the EU Wants to Do
The EU is not trying to stop AI. The goal is balance — support innovation while protecting creators.
That means finding a way for AI companies to use content while also paying the people who made it.
A Simpler Licensing System
One idea is to make licensing easier and clearer.
This could include a “stop signal” on websites to indicate content cannot be used without permission, or a central register where creators can list their work.
This would help AI systems understand what they can use and what requires payment, while also making the system easier to manage at scale.
The Problem for Smaller Creators
Not all creators are equal. Large publishers can negotiate deals, but smaller creators often cannot.
This creates a gap where AI companies may prioritise large data sources and overlook smaller voices.
To address this, the EU is exploring collective licensing models to give smaller creators more bargaining power.
Why Media Matters
This issue goes beyond individual creators. Media organisations play a key role in informing the public, shaping opinion, and supporting democracy.
If their content is used without compensation, their business models weaken — and that affects everyone.
That’s why the EU is also considering requiring AI tools to name sources and provide links back to original content.
Will AI Companies Follow the Rules?
Many major AI companies are based outside Europe, so compliance is a real question.
The EU’s position is clear: if you want access to the European market, you must follow European rules, including licensing and remuneration.
If not, access could be restricted.
The Bigger Challenge
AI is evolving quickly, while regulation takes time.
This creates a gap where technology can move ahead of policy, making the issue harder to manage.
What Success Looks Like
The goal is not to stop AI, but to create a fair system that supports both innovation and creators.
That means transparent data use, scalable licensing, and fair remuneration — for both large and small creators.
My Take
This is one of the most important AI debates right now because it’s not just about technology — it’s about value and fairness.
AI is built on human knowledge, so the real question is: who benefits from it?
If we get this wrong, creators lose out. If we get it right, we build a fairer AI future.
If you want to build your AI literacy and skills, I can help
📚 Grab AI Playbook on Amazon, the perfect podcast companion.
📰 Subscribe to Human in the Loop, my LinkedIn Newsletter
🎓 Take the CPD Accredited AI Playbook Diploma
📞 Book a call at digitaltraining.ie
About the Podcast Host
AI and Communications Specialist | Author | Podcaster | International Speaker
Joanne Sweeney is a recognised leader in digital marketing and digital transformation, specialising in the practical application of AI to enhance communication strategies. The founder of Digital Training Institute, Joanne, empowers leaders and communications professionals to leverage AI responsibly and effectively, ensuring transparency, trust, and tangible results.
She completed the Harvard Kennedy School Executive Programme in AI and Public Policy this summer before launching her fourth book AI Playbook, in September. Joanne has also published two editions of Public Sector Marketing Pro, which were preceded by her first title, Social Media Under Investigation Law Enforcement and the Social Web.
Her books have become go-to resources for governments, public sector and policing agencies, as well as marketing and communications professionals, all navigating the challenges of the changing Internet.
Joanne is the host of the AI SIX Podcast, a daily six-minute podcast that provides actionable insights, expert interviews, and practical advice to help professionals navigate the new world of work.
