Creative Technologies International Scan #5

• AI policy in the United States is becoming more fragmented, as individual states introduce media-specific safeguards while federal proposals favour lighter-touch regulation and pre-emption. 
• Transparency around AI-generated content is becoming a standard requirement, with more jurisdictions introducing disclosure, labelling and provenance rules across advertising, media and digital platforms. 
• Rights management for generative AI is moving into enforceable practice, with policymakers and industry bodies focusing on practical mechanisms such as opt-out systems, platform responsibilities and clearer copyright rules. 
• Screen incentives are increasingly being designed to attract higher-value production activity, particularly in post-production, VFX and virtual production, rather than focusing only on principal photography. 
• Advanced media production is moving further into the policy mainstream, supported by coordinated public investment in skills, infrastructure, safety standards and content development across immersive media, games and virtual production. 
• Microdrama is emerging as a more structured commercial strategy, with growing investment, commissioning activity and platform interest positioning it as a distinct content model rather than a short-lived format trend. 
• Immersive theatre is gaining momentum as a source of new intellectual property and audience growth, extending advanced media production into participatory live experiences beyond screen-based formats. 
• Sustainability is becoming a clearer priority across the Creative Industries, with film and television increasingly linked to clean power, sustainable infrastructure and wider ESG expectations. 
• Virtual production is becoming a more mainstream production capability, as infrastructure expands internationally and workflows evolve beyond showcase environments into operational use. 
• The Middle East and North Africa is accelerating investment in advanced media production, building infrastructure and attracting partnerships as part of a wider strategy to develop end-to-end creative ecosystems. 
• AI integration is becoming central to Creative Industries business strategy, but this is being accompanied by growing legal, reputational and compliance risks around rights, disclosure and stakeholder trust. 
• XR development is consolidating around more practical distribution models and premium intellectual property, with platforms and producers focusing on wider access, recognised franchises and commercially viable audience engagement. 

Image credit: Max Hopman