AI at GVL: Using artificial intelligence to fulfil our mission
Artificial intelligence continues to be a hot topic in the creative industry – whether at conferences, in workshops or in the trade media. But despite all the enthusiasm for innovation, key challenges remain for generative AI models: What solutions are needed to legally protect copyrighted works during AI training, to continue to give appropriate recognition to creative achievements, and to label AI-generated content in a transparent and comprehensible manner? Following the current debate, it is clear that the industry still sees a need for clarification in this area.
Anchored in our corporate strategy
It is clear that artificial intelligence has long been part of our daily work. That is why we at GVL pursue a constructive, strategic approach and are open to new technologies and services, including innovative AI solutions.
The aim is to use artificial intelligence to specifically increase the quality and efficiency of data processing – for punctual and correct distributions to our rights holders.
Artificial intelligence is not an end in itself for us. Together with our strategic partners, we want to ensure that AI systems make adjustments that improve our work and thus benefit our rights holders. In this way, we ensure that we can continue to represent the interests of eligible artists and producers in the best possible way in the future.
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Jens Conring
Head of Product & Service Innovation and AI Officer at GVL
Strategic use of AI as a driver of innovation
In order to further improve numerous data-based processes, GVL is increasingly relying on strategic partnerships with leading AI experts. Together with its long-standing partner ‘moresophy’, one of the leading developers of AI-based data analytics, GVL is continuously working to further improve its already high data quality and to innovatively develop data-driven processes.
In addition, GVL has been cooperating with Prof. Dr. Marcus Grum from the Chair of Business Informatics, Processes and Systems at the University of Potsdam since 2024. The aim of the collaboration is to further automate data allocation and make it even more efficient with the help of modern AI models.
GVL supports AI initiatives in the creative industry
In 2024, GVL supported several initiatives promoting the regulated use of artificial intelligence. Together with over 50,500 supporters, it signed the international ‘Statement on AI Training’, which calls for clear rules for training generative AI.
GVL is also involved in the Rights Holders Forum and the Copyright Initiative – two powerful alliances that call on legislators to regulate the use of AI and effectively protect the interests of creatives and rights holders.
GVL has been supporting the cross-industry alliance ‘Human Artistry Campaign’ since 2023. Numerous organisations from more than 30 countries, including our associates BVMI and VUT, are behind this important initiative.