#27: Fixing rights management in the age of AI. A talk with Philippe Rixhon (Chair of Management Board at Valunode, Estonia)

In this episode of the ScreenME Podcast, host Ulrike Rohn talks with Philippe Rixhon, chair of management board at Valunode, about one of the most pressing challenges facing today’s creative industries: how to manage and protect content rights in a world of generative AI and global digital distribution. Philippe shares his journey from early research and policy consulting for the European Commission to developing Valuenode, a groundbreaking solution that leverages blockchain technology, open data, and interoperable systemsto simplify rights management. They discuss why current rights management systems are overly complex, fragmented, and costly — and how generative AI poses an unprecedented disruption, even challenging the very role of authorship. Philippe explains the importance of trust, collaboration, and standardization across sectors, and envisions a future where creators, rights holders, and audiences can all benefit from fairer, more efficient data management. Key Quotes"We need a technical answer to a technical disruption."  “Generative AI is not just another disruption — it fundamentally questions the very place of the author in the work.” “Better data management is essential. Without it, trust in what we see and hear will decline, and the creative industries will suffer.” “Collaboration is key: jurists alone cannot solve this, engineers alone cannot solve this, businesspeople alone cannot solve this. It takes everyone working together.” “If we want a digital single market, data must flow freely across borders, just like capital, goods, and services.”  Philippe Rixhon works on digital rights management with creative enterprises, service providers, trade and standardisation bodies, law firms and government agencies. As an innovation trailblazer, he assembles and leads prestigious multi-disciplinary teams to initiate, create and operate ground-breaking solutions.He co-authored the Study on Copyright and New Technologies published by the European Commission in 2022 and is building a Copyright Data Exchange with the Valunode team. Philippe is an expert at BSI and ISO contributing to the standardisation of media tokenisation. Recently, he worked on the AI and Copyright conundrum with the Copyright Infrastructure Task Force initiated by the Estonian and Finnish governments. Philippe hold degrees in engineering, management, theatre directing, and philosophy. He is an honorary Doctor of Arts in recognition of outstanding contributions to performing arts creation, production, and technology.Linkshttps://www.valunode.com/https://accelerate.ee/projects/816/https://www.e-resident.gov.ee/blog/posts/here-there-and-everywhere/https://ec.europa.eu/digital-building-blocks/sites/spaces/EBSI/pages/716149456/Open+Rights+Data+Exchange KeywordsGenerative AI, copyright, rights management, blockchain, open data, interoperability, creative industries, ValueNode, European Union, metadata, standardization, trust, digital single market, creators’ rights, public-private collaboration. Host: Ulrike RohnSound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -https://bfmentrepreneurhub.tlu.ee/screenme-podcast/