A new report from UNESCO shifts the focus of AI to something more human: the future of artists.
In its latest flagship study, Re|Shaping Policies for Creativity, UNESCO draws on data from more than 120 countries to examine how digital change — especially generative AI — is transforming culture. Its conclusion is direct, that without stronger protections, artists face growing economic pressure and new threats to their creative rights.
Generative AI systems can write songs, produce images, draft scripts and imitate distinctive styles within seconds. Supporters say these tools open doors for experimentation. But the UNESCO report outlines what it calls a “dual threat.” First, AI systems are trained on artists’ work, often without consent or payment. Then the same systems produce content that competes with the original creators.
Industry studies cited in the report suggest music creators could lose up to 24% of their revenue by 2028. Audiovisual professionals may see losses of about 21%. Screenwriters could face a 20% drop in income, while translators may experience declines as high as 56%. By 2028, AI-generated music could account for 60% of music library revenues. Overall, music creators could lose an estimated 22 billion Euros within just a few years.
The impact is not evenly spread. The report points to a widening gap between developed and developing nations. Countries in the Global South often lack the digital infrastructure and regulatory systems to respond to rapid AI expansion. But even in wealthier regions, rules remain uneven and incomplete.
The European Union has adopted the AI Act, which includes transparency requirements for AI developers, such as disclosing certain training data practices. The United States has largely relied on court cases and existing copyright law, especially the doctrine of fair use. China has introduced rules requiring licensing of some training data. But there is no unified global standard, leaving artists with different levels of protection depending on where they live.
Legal fights are already underway. In the United States and Britain, artists, writers and music companies have filed lawsuits claiming that AI companies used copyrighted material without permission to train their systems. Lawmakers have also proposed new protections. The NO FAKES Act in the United States aims to prevent the unauthorized use of a person’s image or voice.
Beyond income, the report warns of risks to artistic freedom. AI tools can be used to create fake or non-consensual content that harms reputations. Deepfakes and manipulated media can be used to harass or intimidate artists.
In 2025, Alexandra Xanthaki, a United Nations specialist in the field of cultural rights, issued a report focused on AI and creativity. She warned that while international bodies have recognized the human rights concerns linked to AI, governments have not done enough to turn those statements into action. She urged stronger political commitment to protect cultural rights in the age of AI.
She emphasized that governments should ensure that human-created works are clearly recognized and visible, and artists should have greater control over how their data are collected and used in AI systems. Stronger safeguards are needed to protect creators’ moral and financial rights when their work is used to train AI models. Clear accountability systems should also be in place to address harm caused by AI tools, she said.
Some progress has been made. According to UNESCO’s 5th consultation (2022-2023) on the 1980 Recommendation concerning the Status of the Artist, 27% of developing countries and 19% of developed countries reported adopting measures that address artistic freedom in the digital environment. But those numbers remain low. That report highlights the need to “protect artists’ economic and social rights and freedom of expression amidst digital shifts.”
Policymakers and industry leaders are also exploring technical fixes, such as watermarking systems that can help distinguish AI-generated content from human work. Others are calling for mandatory disclosure of training data and fair compensation systems for creators whose work helps build AI models.
UNESCO’s message is simple: current rules are not keeping pace with technology. Without clearer standards and stronger enforcement, generative AI could deepen inequality in the creative sector and weaken protections for artists worldwide.
For creators, the issue is about fairness, consent and recognition. As AI tools grow more powerful, the challenge for governments is to ensure that innovation does not come at the expense of the people whose imagination fuels culture.
