CISAC endorses landmark declarations on human creativity and AI at Lumière Summit

CISAC endorsed two international declarations adopted on 7 September at the Lumière Summit in Saint-Paul-de-Vence, setting out principles to protect human creativity as technology transforms cinema and the wider moving-image sector. The summit was co-chaired by French President Emmanuel Macron and Republic of Korea President Lee Jae-myung. CISAC DG Gadi Oron joined a panel discussion on building a sustainable framework for AI that supports technological innovation while protecting creators' rights.

The Lumière Summit brought together political leaders, international organisations and professionals from the film, audiovisual and video game sectors. Discussions focused on the future of creation and cultural diversity, including the impact of rapidly developing generative and agentic AI on the moving-image sector and creators' rights.

Two declarations put human creativity at the centre

The Lumière Declaration on the Future of Cinema and the Moving Image sets out a shared vision for the audiovisual sector, placing creative works at its centre and calling for human creation to remain at the heart and foundation of works. It presents technological innovation and respect for intellectual property as essential to a thriving audiovisual sector, while recognising the industry as a powerful engine of economic growth. The Declaration also calls for greater cooperation between established and emerging markets to strengthen creative capacity and bring diverse stories to screens worldwide. It also calls for audience attention to be treated as a trust to be honoured, rather than a resource to be captured.

The Saint-Paul-de-Vence Declaration for a Cultural Governance of Artificial Intelligence focuses specifically on the development and governance of AI. It calls for an AI ecosystem that respects human creation, creators' rights and cultural diversity, and supports a framework that enables creative professionals to use AI ethically. Its principles include respect for intellectual property, fair remuneration for rightsholders, and greater transparency and traceability of AI training data. The Declaration also promotes multilingualism and cultural inclusion, so that the development of AI reflects the diversity of languages, cultures and creative expression.

From technological disruption to a sustainable AI framework

Turning these principles into practice was at the core of CISAC DG Gadi Oron's participation in the roundtable "AI and the Moving Image: From Confrontation to Framework." The discussion explored how the industry can embrace AI without displacing human creativity and build a sustainable framework for creators, rightsholders and developers.

Gadi Oron placed the current AI debate in the context of past technological disruption. From synchronised sound in cinema to peer-to-peer file sharing, new technologies have repeatedly prompted claims that existing protections for creators could no longer apply. Similar arguments are now being made around generative AI. But while technologies change, the principle remains: creators' rights must be protected if society values human creativity and wants it to thrive.

The economic stakes are significant, as CISAC/PMP Strategy's economic study on the impact of generative AI has shown. Addressing these risks requires consent for the use of creators' works, fair remuneration and transparency to enable licensing. Licensing can provide a sustainable path for AI, but only if providers have clear obligations to obtain authorisation and remunerate rightsholders.

Effective protections also depend on legislation and government support. Citing France's proposed Darcos bill as an example, Gadi Oron urged the French government to support its adoption.