Stories
CII Urges Responsible AI Framework for India Media and Entertainment Industry
- •The Confederation of Indian Industry has called for a responsible artificial intelligence framework tailored for India's media and entertainment sector due to a lack of specific guidelines.
- •Recommendations in the white paper include AI-generated content labelling, consent-based likeness and voice use, attribution, fair licensing, and prior rights owner licensing.
- •CII highlighted the need to differentiate legitimate creative tools like visual effects and virtual production from harmful synthetic media.
- •The white paper addresses evolving regulations such as the IT Rules amendment for synthetic content and DPIIT hybrid licensing proposals for copyrighted works.
- •The industry body also noted the importance of evaluating the Delhi High Court interim order in the ANI versus OpenAI copyright case.
Key Questions Answered
The Confederation of Indian Industry (CII) recommended a framework covering AI-generated content labelling, consent-based use of likeness and voice, attribution, fair licensing, and prior licensing from rights owners for training AI models on copyrighted material. It also emphasized distinguishing legitimate creative applications from harmful synthetic media, alongside commitments to employment and reskilling.
ANI filed a lawsuit alleging that OpenAI used its news articles to train ChatGPT without authorization and that the AI chatbot could reproduce its copyrighted content in response to user queries. OpenAI disputed these claims, arguing that using publicly available information for AI training is protected under applicable copyright law.
An IT Rules amendment notified on February 10, 2026, introduced provisions for synthetic content labelling, traceable metadata, and shorter takedown timelines. Additionally, a DPIIT working paper proposed a hybrid licensing model involving royalties for commercializing copyrighted works, while the Delhi High Court evaluated copyright and AI training implications in ANI versus OpenAI on July 24, 2026.
