MAER proposed to develop industry standards for the use of AI in media

The Russian Union of Industry and Entrepreneurs proposed to develop legal norms for the use of artificial intelligence, content labeling, and industry principles for the media sphere. The use of artificial intelligence in the media, film and recording industries was discussed on March 10 within the framework of the Russian Union of Industrialists and Entrepreneurs' commission on the media industry and entrepreneurship in the information sphere.

Alexey Goreslavsky, Chairman of the Commission and Director General of the Internet Development Institute, opened the meeting. He noted that the use of AI today affects any field of activity, and the media were among the first to feel the consequences of this process.

"Observing the cultural context is one of the fundamental things. We understand that neural networks trained in Western or Eastern datasets will be radically different from the Russian cultural code. This is a problem that needs to be addressed through both learning and creating your own models. Therefore, industry principles are very important. They will certainly appear one way or another with the assistance of the industry, which is engaged in the creation of artificial intelligence technologies," said Alexey Goreslavsky.

Konstantin Mayor, the owner and CEO of MAER, said that the media holding has become one of the pioneers of the AI development of the digital street advertising market in Russia.

"There are areas where AI has already become an indispensable tool. For example, in big data processing. But there are areas where AI faces limitations, such as creativity and culture. In practice, artificial intelligence models very often do not feel the cultural code. They do not distinguish between subtle national meanings, do not understand historical associations, do not capture emotional nuances. And media, as we understand it, is not only technology. It is also a space of meanings. Therefore, the main question for us today is as follows: how to use artificial intelligence and not lose the human dimension of culture. How to preserve authorship, emotion, and the national character of communications," Konstantin Mayor added.

He suggested that the Russian Union of Industrialists and Entrepreneurs come up with a legislative initiative on the use of AI, as well as develop recommendations on the responsible use of artificial intelligence in the media, including issues of authorship, transparency of the use of AI and content quality control. Special attention should be paid to supporting projects to train AI models based on national cultural and linguistic data, so that digital tools better take into account the cultural code and the specifics of the Russian audience. The Major also suggested forming a permanent expert group under the commission, which will monitor the impact of AI on the media market and prepare recommendations for the industry and the state.