Artificial intelligence is rapidly transforming the media landscape, but with innovation comes new challenges—especially for those tasked with protecting creative work. At the recent Deloitte and Enders Media & Telecoms 2025 and Beyond Conference, Sky CEO Dana Strong brought these issues to the forefront, voicing concerns that resonate across the industry.
Strong described AI as a “cultural movement” within Sky, highlighting how the technology is being used to enhance everything from internal systems to the creation of new programming. For viewers, this means more choice and variety—Sky’s sports coverage, for example, has grown by 50%, offering what Strong likened to “the Olympics on screen every weekend.”
Yet, as AI’s influence grows, so do the risks for content creators. The UK government is currently considering an opt-out system that would require copyright holders to actively prevent their material from being used to train AI models. This shift places the burden of protection squarely on creators and rightsholders, a move that has sparked concern throughout the industry.
Strong’s perspective is particularly poignant: “If we as a large organization spend our resources fighting for IP rights, I can’t fathom how a small producer keeps up.” The reality is that many independent creators lack the legal and financial resources to monitor and enforce their intellectual property rights, making them especially vulnerable in this new landscape.
The challenge, as Strong put it, is that “it’s hard to keep the genie back in the bottle.” Once content is used to train AI, it’s nearly impossible to reverse the process or track every instance of use. This makes robust, enforceable copyright protections more important than ever.
Actionable Tips for Content Creators:
- Stay informed about legislative changes and participate in industry discussions.
- Register your works and use digital rights management tools where possible.
- Collaborate with industry groups to advocate for fairer protections.
- Consider legal advice or support if you suspect your content is being misused.
As AI continues to reshape the media industry, the balance between innovation and protection will be crucial. For organizations like Sky, embracing AI means new opportunities—but for all content creators, it’s a call to stay vigilant and proactive.
Summary of Key Points:
- AI is driving major changes in media, offering both opportunities and risks.
- The UK’s proposed opt-out system could make copyright protection harder for creators.
- Small producers are especially at risk due to limited resources.
- Sky is leveraging AI to expand programming and improve systems.
- Staying informed and proactive is essential for protecting intellectual property in the AI era.