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MUMBAI: As artificial intelligence begins rewriting the rules of creativity, the Confederation of Indian Industry (CII) wants the media and entertainment sector to ensure that innovation does not come at the cost of consent, copyright or livelihoods.
In a white paper, the industry body has called for a responsible AI framework tailored to India’s media and entertainment industry, citing the absence of sector-specific guidelines. Its recommendations cover AI-generated content labelling, consent-based use of an individual’s likeness and voice, attribution and fair licensing, alongside clearer rules for training AI models on copyrighted material.
CII has called for prior licensing from rights owners before copyrighted material is used to train AI models or stored for AI-related purposes. The proposed framework would also distinguish legitimate creative applications, such as visual effects, de-ageing and virtual production, from harmful synthetic media.
The recommendations arrive as India’s regulatory approach
The recommendations arrive as India’s regulatory approach to AI-generated content and copyright continues to evolve. Amendments to the Information Technology Rules, notified on 10 February 2026, introduced provisions concerning synthetic content labelling, traceable metadata and shorter takedown timelines. Separately, a working paper by the Department for Promotion of Industry and Internal Trade (DPIIT) has proposed a hybrid licensing model involving royalties for the commercial use of copyrighted works.
CII has also called for the implications of the Delhi High Court’s interim order in the ANI versus OpenAI case, dated 24 July 2026, to be evaluated in the context of copyright and AI training. The issue highlights the growing debate over how AI developers can use protected material while respecting the rights of creators and publishers.
Beyond intellectual property, the industry body wants AI adoption to be accompanied by employment commitments and reskilling initiatives. It has argued for enabling AI-led personalisation and production efficiencies without compromising India’s cultural identity.
For an industry where creative work is both the product and the livelihood, the challenge is to make room for new technology without leaving the people behind it out of the picture. CII’s proposed framework seeks to balance the commercial opportunities of AI with safeguards for creators, rights holders and the wider media workforce.
