On 7 April 2025, Michael Culture Association (MCA) took part in the Expert Workshop on the Use of AI in the Cultural and Creative Sectors, organised by the European Commission’s DG EAC and DG CNECT. This event was part of the preparation for the upcoming Apply AI Strategy, which aims to promote responsible and innovative uses of AI across EU industries, including the cultural and creative sectors (CCS).

The workshop gathered a wide range of stakeholders: cultural institutions, European cultural networks and researchers, to share real-life examples of AI applications, discuss the conditions for successful implementation, and identify both the challenges and potential of AI in CCS. MCA was proud to bring the voice of the research and digital cultural sector, based on the experience of the Action Group on Digital and AI co-led with Culture Action Europe and our expertise stemming of European research & innovation projects.

MCA bringing crucial points for the cultural sector to the table

MCA strongly advocated for a precautionary and human-centric approach to AI. We stressed that AI systems should not be introduced for its own sake, but only when it serves a clear identified need and brings real value to cultural professionals and audiences. Without this focus, there is a risk of  widening the digital divide, and misdirecting funds that could support more urgent sector needs.

We also highlighted the need to preserve jobs and plan transitions, by including in all strategies a taxonomy of jobs at risk, and concrete mechanisms for upskilling and professional adaptation.

MCA called for fair AI ecosystems rooted in European values. That includes respecting copyright & remunerating the creators who see their data used to train AI systems, co-creating tools with the cultural sector, and avoiding over-reliance on foreign platforms. Cultural data must not be exploited without oversight, consent, or proper remuneration.

Next steps for the AI Apply strategy consultation

We were pleased to see promising use cases: particularly in the fields of accessibility, cultural participation, and heritage protection, such as the fight against illicit trafficking. The role of the Common European Data Space for Cultural Heritage, presented by Lorena Aldana from Europeana Foundation, was a strong step in the right direction.

For the next phases, we look forward to continuing this dialogue and ensuring that the strategy to “Apply AI” supports ethical, sustainable, and inclusive development in our sector.  We also suggested allowing more room for real exchange in future workshops: the lively chat and short breakout sessions showed there’s strong engagement and a lot more to discuss.