EU bars AI-generated content from official communications, according to Politico

Politico reports that the Commission, Parliament, and Council have barred their press teams from using fully AI-generated content. Experts see a missed opportunity.

The three main EU institutions have banned their staff from using fully AI-generated videos and images in official communications. That is according to Politico, citing statements from the Commission, Parliament, and the Council.

Commission spokesperson Thomas Regnier told Politico that "authenticity" is a priority in order to "foster citizens' trust." AI may only be used to optimize footage, such as to enhance image quality. The European Parliament has guidelines for its staff on the use of generative AI tools "emphasizing vigilance regarding inherent risks."

The approach stands in stark contrast to practices in the United States: According to the Poynter Institute, Donald Trump has used AI in 36 posts on his Truth Social account since his inauguration, including an image of him as the pope and a madcap AI-generated video on his ambitions for the Gaza Strip. Within the EU itself, governments are also deploying the technology: German Chancellor Friedrich Merz recently posted a fake dancing version of himself in an Instagram clip to warn about AI risks and opportunities. Hungary's prime minister uses deepfake videos to attack Brussels.

Experts see a missed leadership opportunity

Several experts criticized the blanket ban in comments to Politico. "Responsible use beats abstinence," said Walter Pasquarelli, an adviser to the OECD who also researches AI-generated content at the University of Cambridge. He argued the EU is "missing a leadership opportunity to demonstrate what responsible, transparent use of AI in political communication actually looks like."

Alexandru Voica from UK-based video generator Synthesia stressed that "how quickly and effectively you respond is now becoming more important than ever" amid fast-moving geopolitical crises. He also pointed to a missed leadership opportunity: Under the bloc's own AI Act, AI-generated content must be watermarked and labeled to make it recognizable. Through transparent use, the EU could show the public what such labeled synthetic content looks like in practice.

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