HORIZON-CL2-2026-01-HERITAGE-04: Towards a fair and transparent market for cultural and creative content in the era of generative AI

  • Action type: Research and Innovation Actions
  • Opening date: 12 May 2026
  • Closing time: 16 September 2026 00:00 (Europe/Brussels)
  • Budget per project: € 4 000 000 of total € 12 000 000
  • Estimated number of projects funded: 3
  • Official website

Scope

Expected Outcome: Projects should contribute to all of the following expected outcomes:

  • An in-depth analysis of the socio-economic dimensions and impacts of generative AI on the cultural and creative sectors and related societal implications. Particular attention should be paid to rights and remuneration of creators, diversity of cultural expression, audience perception, consumption patterns, market dynamics, value chains, royalty allocation and the effectiveness of copyright infrastructure.
  • Scenarios, value chains, standards and robust, agile solutions to ensure transparency and trust in the generative AI supply chain are developed, aiming for a fair and transparent market for cultural and creative content. This includes: systems for content provenance detection of AI-generated and manipulated creative content; tools and infrastructure that reinforce rights management, creators’ consent, control, and fair compensation for the use of their works in AI training and generation; measures supporting the findability and discoverability of trustworthy cultural and creative content; mechanisms for the long-term preservation and stewardship of AI-generated creative works.
  • Adaptive policy frameworks, recommendations, and solutions that embed cultural and ethical considerations in AI development for/with CCSI. These should ensure a fair and ethical market for cultural and creative content, products and services. Concrete solutions to address identified challenges and ensure equitable and sustainable creative economies, including agile mechanisms to ensure equitable value distribution, are proposed.
  • A systemic innovation framework for sustainable CCSI is developed and validated. It enables agile experimentation, design, and testing of future-proof business models, that support compliance with ethical standards, legal requirements, and resource-efficient practices adaptable to market and technological changes.

Remarks

Proposals should consider relevant policy initiatives, such as the AI Continent Action Plan and the forthcoming AI dedicated strategy for the cultural and creative sectors and build upon existing research and innovation outcomes. Proposals selected under this call should collaborate and, if relevant, build upon the research developed by projects retained under call HORIZON-CL2-2025-01-HERITAGE-04.
 

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