“We welcome the Government’s AI Consultation and its balanced recognition of the importance of human creativity alongside technological and economic growth. As pioneering services which have driven substantial growth in the music, film and gaming industries, ERA members have a strong track record in demonstrating the growth that can be achieved through voluntary agreement and innovation. ERA members are already showing how AI can be useful in all kinds of ways, from improving the user experience to ensuring rights holders are paid accurately. We look forward to working with Government and other stakeholders to apply a similar market led approach to sustain the UK’s world-class creative and technology sectors and the immense contribution they make to the wider UK economy. While we have much thoughtful work ahead in this consultation, we must be clear in our direction of harnessing benefits from the huge, untapped and myriad opportunities of artificial intelligence.” - Kim Bayley, CEO of the digital entertainment and retail association, ERA