AI update – AI Adoption Plan: Creative Industries and Conduct requirement for Google search – update to members June 2026
Since the publication of the Government’s response to the AI and Copyright consultation earlier this year (read our response), WGGB has continued to lobby and campaign to ensure that writers’ rights are at the forefront of employers’ and policy-makers’ minds.

In case you missed it, here are two recent developments to be aware of.

AI Adoption Plan: Creative Industries

An independent report by Sally Davies, AI Champion for the Creative Industries sector, was released last week, which outlines eight “key recommendations” for the Government going forward.

These recommendations include establishing an “augmentation-first approach” to AI adoption in the creative industries, developing a responsible AI framework for the creative industries and increasing practical AI knowledge and confidence. Read the full report

The report notes that “the creative industries are particularly exposed to unresolved questions around copyright and AI”. WGGB is continuing to call on the Government, as a matter of urgency, to further clarify its position on copyright and AI and to come up with a solution that enforces and strengthens existing UK copyright legislation to stop the theft of writers’ and other creators’ work to train Large Language Models.

Conduct requirement for Google search

The Competition and Markets Authority has imposed a new conduct requirement for Google search, meaning that publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews.

Google is also now required to make sure that publisher content is properly and clearly attributed in AI‑generated search results, and to allow publishers to opt out of allowing their content to be used for the “fine-tuning” of AI models.

Read the press release

WGGB is anticipating a consultation on digital replicas to be announced over the summer. We will continue to keep members informed of any new developments.

Bookmark our Writers and AI campaign page and drop a line to [email protected] if you’d like to get involved in our work in this area.

 

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