Current uses of AI are largely task specific and functional. Respondents report applying AI for transcription, subtitling, translation, metadata enrichment, content description, archive management, and internal search. These applications help improve efficiency, accessibility, and discoverability of audiovisual works, particularly in multilingual and multi-platform contexts. In several cases, AI is also used to support technical workflows related to content processing and distribution. Yet these uses often sit on top of fragmented systems, duplicated processes, and inconsistent metadata, making it difficult for organisations to fully benefit from the value they generate.
At the same time, producers and broadcasters express strong caution around how AI is deployed. Concerns related to intellectual property, rights management, data protection, and regulatory compliance are central. Many organisations apply internal restrictions to AI usage, especially where sensitive data, rights protected content, or published outputs are concerned. References to GDPR compliance and anticipation of the EU AI Act appear frequently, indicating that regulation is already shaping AI practices. For many, the priority is not speed of adoption but control, clarity, and sustainability.
Not every organisation is moving at the same pace. Some are testing advanced tools, while many others are still navigating fragmented systems, limited resources, or unclear legal ground. Despite these differences, a common challenge emerges: how to adopt AI without losing control over content, data, and rights, and how to ensure that works are properly identified, attributed, and protected in an AI driven ecosystem.
TEMS offers a way to bring coherence to this landscape, giving producers and broadcasters a shared European framework to structure their data, clarify rights, and streamline exchanges. It supports automated data transfers, clearer rights documentation, and standardised identifiers that make works more discoverable across platforms. For producers, this means sharing enriched metadata once and making it available to multiple partners through a single, secure interface. For broadcasters, it means gaining access to consistent, high-quality information that strengthens internal governance and reduces operational complexity.
With AI influencing more stages of production and distribution, the need for trusted, collective approaches becomes increasingly clear. TEMS is being designed to support these needs, helping producers and broadcasters navigate this transition with the same principles that guide their work every day: creative integrity, rights protection, and long-term sustainability.
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