AI at the service of humans, not the other way around 

TONO has submitted a comprehensive contribution to the European Commission's work on a new strategy for artificial intelligence in Europe. “We have delivered a clear message that AI must be developed with respect for copyright, and in dialogue with creators,” says Inger Elise Mey of TONO. 

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 / 01/07/2025 / Willy Martinsen

The European Commission is working on a new strategy for how artificial intelligence (AI) should be used and regulated in Europe. The strategy, which is called “Apply AI», is part of the overall initiative "AI Continent Action Plan», and sets guidelines for how AI should be used in a number of social sectors, including cultural and creative industries. 

As part of this work, the European Commission has invited organisations from across Europe to submit their views. TONO has responded on behalf of our more than 43,000 members, and on behalf of rightholders across Europe through our collaboration with sister organisations CISAC and GESAC. 

– We have delivered a clear message that AI must be developed with respect for copyright, and in dialogue with the creators. Technology should serve people, not the other way around, says Department Director for TONO's international work, Inger Elise Mey. 

Requires transparency and licensing 

In the submission, TONO asks the EU Commission to: 

• Confirm that the cultural and creative industries are a priority in the AI ​​strategy 

• Include the originators and their organizations in the processes from the start 

• Require AI companies to obtain permission and enter into licensing agreements for the use of copyrighted material 

• Ensure that European technology companies can develop legally compliant and sustainable services in collaboration with creative actors 

– AI companies train their models on music and other works without asking permission, and without paying the creators. It is both unfair and illegal. When training is done on musical works managed by TONO, it must be licensed, just like other uses, whether it is for use in concerts or TV, for example, says Mey. 

New value gap  

TONO points out in its contribution that a new value gap is now emerging, as was seen in the face of social media a few years ago: Large companies make money on content, without the creators getting their rightful share. 

– The EU helped solve the first value gap through the Copyright Directive in 2019. Now we must do the same again in the face of artificial intelligence, says Mey. 

TONO asks the EU Commission to take three steps to ensure a balance between technology and art: 

• Transparency and fairness: AI companies must be open about what kind of content they have used, and enter into licensing agreements with the rights holders.
• Human-centered approach: AI should be a tool to enhance artistic work, not replace it.
• Diversity and transparency in algorithms: Streaming fraud and manipulation must be stopped, and European content must be given space. 

Protects Norwegian creators 

TONO works actively internationally to influence the framework conditions for Norwegian authors. Through our membership in CISAC and GESAC, we have the opportunity to elevate Norwegian interests at the European level, also in meetings with large technology companies. 

– This is about the framework conditions and future of Norwegian composers, lyricists and songwriters. This is largely determined in Brussels, and therefore it is important that TONO contributes to enriching the picture from the authors' perspective there as well, says Mey. 

TONO's response to the EU has also been communicated to the Ministry of Digitalisation and Public Administration, and is part of TONO's long-term work to ensure fair conditions for creative artists in a technological future. 

– Our goal is that future AI services will be developed in collaboration with rights holders, and not at their expense, says Mey. 

TONO's response to the EU's Apply AI Strategy June 2024