{"id":52697,"date":"2026-08-27T11:23:52","date_gmt":"2026-08-27T09:23:52","guid":{"rendered":"https:\/\/www.celum.com\/en\/?p=52697"},"modified":"2026-08-27T11:43:20","modified_gmt":"2026-08-27T09:43:20","slug":"the-three-horsemen-of-content-management","status":"publish","type":"post","link":"https:\/\/www.celum.com\/en\/blog\/the-three-horsemen-of-content-management\/","title":{"rendered":"The Three Horsemen of Content Management"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"52697\" class=\"elementor elementor-52697\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-72234c9 e-flex e-con-boxed e-con e-parent\" data-id=\"72234c9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-789b8cf elementor-widget elementor-widget-heading\" data-id=\"789b8cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why the AI Act, accessibility and copyright are turning content compliance into a company-wide responsibility <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9963db7 elementor-widget elementor-widget-text-editor\" data-id=\"9963db7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Content is created faster, in more variations and for more channels than ever before. Generative AI is accelerating this trend even further. At the same time, organisations face growing demands: they must not only know which content they publish, but also how it was created, who reviewed it, which rights apply, and whether it is accessible to everyone.<\/p><p>In 2026, three developments converge to make content compliance a management responsibility once and for all: <b>the EU AI Act, digital accessibility and copyright law<\/b>.<\/p><p>Or, to put it a little more dramatically: <strong>the three horsemen of content management have arrived<\/strong>.<\/p><p>At first glance, these may appear to be separate legal domains. In practice, however, they all lead to the same fundamental question: Can an organisation document the entire lifecycle of its content in a transparent and traceable way, from creation and review to approval, publication and ongoing use?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae820f6 elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"ae820f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__ae820f6\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__ae820f6\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__ae820f6\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-498fd0d elementor-widget elementor-widget-heading\" data-id=\"498fd0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The first horseman: The EU AI Act and the \u20ac15 million question <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-890644c elementor-widget elementor-widget-image\" data-id=\"890644c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman1_EU-AI-Act@2x-1024x701.png\" class=\"attachment-large size-large wp-image-52701\" alt=\"Illustration of a digital asset featuring AI labelling, metadata, content credentials, and an approval workflow.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman1_EU-AI-Act@2x-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman1_EU-AI-Act@2x-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman1_EU-AI-Act@2x-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman1_EU-AI-Act@2x-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman1_EU-AI-Act@2x.png 1841w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">EU AI Act compliance in digital asset management: managing metadata, content credentials, and AI disclosures to ensure transparent and trustworthy digital content.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e92d1f5 elementor-widget elementor-widget-text-editor\" data-id=\"e92d1f5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Since <b>2 August 2026<\/b>, the transparency obligations set out in Article 50 of the EU AI Act have been in force. The regulation distinguishes between the obligations of AI providers and those of organisations deploying AI systems.<\/p>\n<p>Providers of generative AI systems must ensure that artificially generated or manipulated content is marked in a machine-readable format and can be recognised as such.<\/p>\n<p>Organisations using these systems must, among other things, clearly disclose deepfakes. Transparency requirements also apply to AI-generated or manipulated text that is published to inform the public about matters of public interest. Such disclosures may not be required if the content has been substantially reviewed by a human, produced under editorial supervision and an individual or organisation assumes editorial responsibility.<\/p>\n<p>In cases of direct interaction with an AI system, such as a chatbot, individuals must also be informed that they are communicating with AI unless this is already obvious.<\/p>\n<p><em>Source: <a href=\"https:\/\/eur-lex.europa.eu\/eli\/reg\/2024\/1689\/oj\" target=\"_blank\" rel=\"noopener\">Regulation (EU) 2024\/1689, especially Article 50<\/a> <br><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c09467c elementor-widget elementor-widget-text-editor\" data-id=\"c09467c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>At the same time, this means that not every piece of AI-assisted marketing content must automatically carry a visible AI label<\/strong>. Organisations must be able to determine which obligation applies to which type of content.<\/p><p>To do that, they need to know:<\/p><ul><li>Whether and how AI was involved in content creation<\/li><li>Which AI system was used<\/li><li>What type of content was created<\/li><li>Whether human review took place<\/li><li>Who approved the content and assumed responsibility<\/li><\/ul><p>\u00a0<\/p><p>Violations of transparency obligations may result in fines of up to \u20ac<strong>15 million<\/strong> or, for businesses, <strong>up to 3% of global annual turnover from the previous financial year<\/strong>.<\/p><p><em>Source: <a href=\"https:\/\/eur-lex.europa.eu\/eli\/reg\/2024\/1689\/oj\" target=\"_blank\" rel=\"noopener\">Regulation (EU) 2024\/1689<\/a>\u00a0and <a href=\"https:\/\/www.wko.at\/digitalisierung\/ai-act-eu#heading_transparenzpflichten\" target=\"_blank\" rel=\"noopener\">WKO<\/a><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa9fcdc elementor-widget elementor-widget-text-editor\" data-id=\"aa9fcdc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>What appears to be a labelling question therefore becomes a governance challenge. Michael J. Kr\u00e4ftner, CEO of CELUM, puts it this way:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02351db elementor-widget elementor-widget-testimonial\" data-id=\"02351db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\">\u201eOrganisations must be able to demonstrate how content was created, which systems were used and whether the appropriate review and approval processes took place.\u201c <\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta elementor-has-image elementor-testimonial-image-position-aside\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-image\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\"><img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px.jpg\" class=\"attachment-full size-full wp-image-52702\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px.jpg 800w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-300x300.jpg 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-150x150.jpg 150w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-768x768.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-testimonial-name\" href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\">Michael Kr\u00e4ftner<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-testimonial-job\" href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\">CEO, CELUM<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-39527c1 elementor-widget elementor-widget-text-editor\" data-id=\"39527c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>According to Kr\u00e4ftner, the critical issue is not whether a finished image, text or video visibly reveals AI involvement.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef7e40f elementor-widget elementor-widget-testimonial\" data-id=\"ef7e40f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\">\u201eProof does not come from the content itself. It comes from documentation, metadata and traceable processes.\u201c <\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta elementor-has-image elementor-testimonial-image-position-aside\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-image\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\"><img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px.jpg\" class=\"attachment-full size-full wp-image-52702\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px.jpg 800w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-300x300.jpg 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-150x150.jpg 150w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-768x768.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-testimonial-name\" href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\">Michael Kr\u00e4ftner<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-testimonial-job\" href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\">CEO, CELUM<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-375fe24 elementor-widget elementor-widget-text-editor\" data-id=\"375fe24\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Organisations therefore need an AI Content System of Record<\/strong>: a central and reliable source of information where the creation, editing, review and approval of content are documented and tracked.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4859421 elementor-widget elementor-widget-heading\" data-id=\"4859421\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The second horseman: Accessibility starts long before content reaches the website <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50e7ab6 elementor-widget elementor-widget-image\" data-id=\"50e7ab6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman2_Accessibility@2x-1024x701.png\" class=\"attachment-large size-large wp-image-52703\" alt=\"Illustration of a DAM interface showing an image asset, alt text, video captions, and approval status for accessible content.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman2_Accessibility@2x-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman2_Accessibility@2x-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman2_Accessibility@2x-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman2_Accessibility@2x-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman2_Accessibility@2x.png 1841w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Accessibility in digital asset management: managing alt text, captions, and approvals to deliver accessible digital content.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3649895 elementor-widget elementor-widget-text-editor\" data-id=\"3649895\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The European Accessibility Act \u2013 the European directive on accessibility requirements for products and services \u2013 has been transposed into national law across EU member states.<\/p><p>In Austria, the Barrierefreiheitsgesetz (Accessibility Act) has applied since 28 June 2025. In Germany, the Barrierefreiheitsst\u00e4rkungsgesetz (Accessibility Strengthening Act) and its accompanying regulations have come into force.<\/p><p>The legislation covers specific products and services, including:<\/p><ul><li>E-commerce services<\/li><li>E-books<\/li><li>Banking services<\/li><li>Electronic communications services<\/li><li>Certain transport-related websites and applications<\/li><li>Certain audiovisual media services<\/li><\/ul><p>\u00a0<\/p><p>The requirements therefore do not automatically apply to every company website, but rather to the categories of products and services defined by law.<\/p><p><em>Quelle: <a href=\"https:\/\/eur-lex.europa.eu\/eli\/dir\/2019\/882\/oj\" target=\"_blank\" rel=\"noopener\">European Accessibility Act<\/a>, <a href=\"https:\/\/www.ris.bka.gv.at\/GeltendeFassung.wxe?Abfrage=Bundesnormen&amp;Gesetzesnummer=20012316\" target=\"_blank\" rel=\"noopener\">Austrian Accessibility Act (BaFG)<\/a>, <a href=\"https:\/\/www.gesetze-im-internet.de\/bfsg\/\" target=\"_blank\" rel=\"noopener\">German Accessibility Strengthening Act (BFSG)<\/a>\u00a0und <a href=\"https:\/\/www.gesetze-im-internet.de\/bfsgv\/\" target=\"_blank\" rel=\"noopener\">BFSG Regulation (BFSGV)<\/a><\/em><\/p><p><strong>For content teams, one fact is crucial<\/strong>: Many accessibility barriers are created long before technical implementation begins.<\/p><p>An image without meaningful alternative text cannot be fully understood by people using screen readers. A video without captions excludes part of the audience. Unclear headings, information conveyed only visually and poorly structured documents make navigation and use significantly more difficult.<\/p><p>The <a href=\"https:\/\/www.w3.org\/\" target=\"_blank\" rel=\"noopener\">W3C<\/a> Web Content Accessibility Guidelines identify, among other things, t<strong>ext alternatives<\/strong> for non-text content, <strong>captions<\/strong> for recorded media and clear <strong>headings<\/strong> <strong>and labels<\/strong> as key accessibility requirements.<\/p><p><em>Source: <a href=\"https:\/\/www.w3.org\/TR\/WCAG22\/\" target=\"_blank\" rel=\"noopener\">W3C Web Content Accessibility Guidelines (WCAG) 2.2<\/a><\/em><\/p><p>Accessibility is therefore not solely the responsibility of web development or UX teams. It begins during content creation and must be considered throughout the entire content lifecycle.<\/p><p>Alternative text, captions, language declarations and other accessibility-related information should be attached directly to each asset. Mandatory metadata fields can help ensure that critical information is not forgotten. Approval workflows can ensure content is reviewed before publication. Version control prevents corrected content from being accidentally replaced by older, non-accessible versions.<\/p><p>A content management platform cannot automatically guarantee full accessibility compliance. However, it can provide the organisational foundation required to make accessible content a repeatable process rather than a recurring manual effort.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2ab28a elementor-widget elementor-widget-heading\" data-id=\"b2ab28a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The third horseman: Copyright between existing obligations and new AI risks <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1283f34 elementor-widget elementor-widget-image\" data-id=\"1283f34\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman3_Copyright@2x-1024x701.png\" class=\"attachment-large size-large wp-image-52704\" alt=\"Illustration showing copyright information, licence coverage, expiration dates, and user permissions for digital assets.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman3_Copyright@2x-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman3_Copyright@2x-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman3_Copyright@2x-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman3_Copyright@2x-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Horseman3_Copyright@2x.png 1841w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Copyright and licence management in digital asset management: controlling usage rights, licence periods, and regional permissions for digital assets.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f6d77a elementor-widget elementor-widget-text-editor\" data-id=\"2f6d77a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Copyright is about far more than simply determining whether an image can be used.<\/p><p>Organisations must also be able to track:<\/p><ul><li>Who created a work<\/li><li>What rights were granted<\/li><li>How and to what extend the content is being used<\/li><\/ul><p>\u00a0<\/p><p>Article 19 of the EU Copyright Directive in the digital single market requires authors and performers to receive regular, current and relevant information regarding the exploitation of their works or performances, the revenues generated and the compensation to which they are entitled. In principle, this information must be provided at least once per year.<\/p><p><em>Source: <a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/DE\/TXT\/?uri=CELEX:32019L0790\" target=\"_blank\" rel=\"noopener\">Directive (EU) 2019\/790, Article 19<\/a><\/em><\/p><p>This requirement has been transposed into national law.<\/p><p>In Austria, Section 37d of the Copyright Act governs the right to information regarding exploitation, revenues and outstanding claims.<\/p><p>In Germany, Section 32d of the Copyright Act requires contracting parties in relevant cases to provide annual information on the extent of usage and the revenues and benefits derived from the work.<\/p><p>Both regulations contain conditions and exceptions that must be assessed individually.<\/p><p><em>Source: <a href=\"https:\/\/www.ris.bka.gv.at\/NormDokument.wxe?Abfrage=Bundesnormen&amp;Gesetzesnummer=10001848&amp;Paragraf=37d\" target=\"_blank\" rel=\"noopener\">Austria Copyright Act, Section 37d<\/a>\u00a0und <a href=\"https:\/\/www.gesetze-im-internet.de\/urhg\/__32d.html\" target=\"_blank\" rel=\"noopener\">Germany Copyright Act, Section 32d<\/a><\/em><\/p><p><strong>For organisations, this raises highly practical questions<\/strong>:<\/p><ul><li>Who owns the rights?<\/li><li>What contact information is available?<\/li><li>Which countries, channels and periods are covered by the licence?<\/li><li>Is the asset still actively used?<\/li><li>Does it appear on a website, in an online shop, on social media or within a running campaign?<\/li><\/ul><p>\u00a0<\/p><p>When this information is scattered across emails, spreadsheets, agency systems and local folders, even a simple request can become a time-consuming investigation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d1ec5d elementor-widget elementor-widget-text-editor\" data-id=\"3d1ec5d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Generative AI further complicates the situation. Questions regarding\u00a0<span style=\"background-color: transparent;\">the origin of AI training data,\u00a0<\/span><span style=\"background-color: transparent;\">the originality of AI-generate works or\u00a0<\/span><span style=\"background-color: transparent;\">similarities to existing protected content\u00a0<\/span>remain unresolved in many areas.<\/p><p>According to Michael J. Kr\u00e4ftner, more specific rules governing AI and copyright will eventually be required because existing legislation and case law do not fully address all emerging grey areas.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ba9fd3 elementor-widget elementor-widget-testimonial\" data-id=\"3ba9fd3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\">\u201eCompanies that fail to document AI-generated content will be completely exposed to future claims.\u201c <\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta elementor-has-image elementor-testimonial-image-position-aside\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-image\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\"><img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px.jpg\" class=\"attachment-full size-full wp-image-52702\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px.jpg 800w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-300x300.jpg 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-150x150.jpg 150w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2026\/08\/Michael-Kraeftner_CEO-CELUM_1_800x800px-768x768.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-testimonial-name\" href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\">Michael Kr\u00e4ftner<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-testimonial-job\" href=\"https:\/\/www.linkedin.com\/in\/kraftner\/\">CEO, CELUM<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0fbcb62 elementor-widget elementor-widget-text-editor\" data-id=\"0fbcb62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The issue extends beyond images that may resemble copyrighted works. AI can also generate texts containing inaccurate product information, unsupported marketing claims or other problematic statements.<\/p><p>For this reason, origin, review and approval processes must remain traceable for textual content as well.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b1802e elementor-widget elementor-widget-heading\" data-id=\"1b1802e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Three horsemen, one common answer <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-348a587 elementor-widget elementor-widget-text-editor\" data-id=\"348a587\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>The AI Act, accessibility requirements and copyright law<\/strong> impose different obligations. However, organisations do not need three separate compliance silos.<\/p><p>The common foundation is a structured content supply chain that connects every asset with the information and process steps required to govern it:<\/p><ol><li><strong>Creation<\/strong>: Where did the content originate, and which systems were involved?<\/li><li><strong>Rights<\/strong>: Who owns it, and under which conditions may it be used?<\/li><li><strong>Quality and accessibility<\/strong>: Are all required formats and information available?<\/li><li><strong>Review and approval<\/strong>: Who reviewed and approved the content from an editorial, legal or subject-matter perspective?<\/li><li><strong>Usage<\/strong>: In which systems, campaigns and channels is the content published?<\/li><\/ol><p>\u00a0<\/p><p>This also changes the role of <a href=\"https:\/\/www.celum.com\/en\/blog\/digital-asset-management\/\">Digital Asset Management (DAM)<\/a>. It is no longer sufficient merely to store files centrally and make them searchable. Organisations need a system that connects content, metadata, responsibilities, versions, approvals and usage information.<\/p><p>CELUM helps organisations centrally manage content, enrich assets with structured metadata, guide them through defined review and approval workflows and make usage more transparent and traceable.<\/p><p><a href=\"https:\/\/www.celum.com\/en\/digital-rights-management\/\">Information about rights holders, licences, AI involvement <\/a>or accessibility can be documented directly within the asset record itself.<\/p><p>The result is a reliable foundation for marketing, communications, product management and legal teams, without requiring every department to maintain its own spreadsheets and parallel processes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b106ca2 elementor-widget elementor-widget-heading\" data-id=\"b106ca2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion: Governance instead of panic <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-228db71 elementor-widget elementor-widget-text-editor\" data-id=\"228db71\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The three horsemen ultimately reveal one thing: <b>Content compliance is not an isolated responsibility of the legal department<\/b>. It affects every team that creates, edits, approves, publishes or reuses content.<\/p><p>Blanket AI bans, additional Excel spreadsheets or after-the-fact labels do not solve the problem.<\/p><p>Organisations need:<\/p><ul><li>traceable processes<\/li><li>consistent metadata<\/li><li>clear accountability<\/li><li>a central System of Record<\/li><\/ul><p>\u00a0<\/p><p>Because in the event of an audit, dispute or regulatory inquiry, what matters is not only what was published. It is equally important to demonstrate:<\/p><ul><li>How the content was created<\/li><li>Which reviews were conducted<\/li><li>On what basis it was approved and used<\/li><\/ul><p>\u00a0<\/p><p><strong>The content apocalypse can therefore be prevented. But not without <a href=\"https:\/\/www.celum.com\/en\/blog\/content-governance\/\">content governance<\/a>.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cadccb elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6cadccb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9d767e6 elementor-widget elementor-widget-text-editor\" data-id=\"9d767e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Disclaimer: This article does not constitute legal advice. The applicability of legal requirements depends on the specific content, use case, market and relevant national legislation.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Why the AI Act, accessibility and copyright are turning content compliance into a company-wide responsibility Content is created faster, in more variations and for more channels than ever before. Generative AI is accelerating this trend even further. At the same time, organisations face growing demands: they must not only know which content they publish, but [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":52754,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[86,1],"tags":[],"post_folder":[],"class_list":["post-52697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-supply-chain","category-dam"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.6 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Content Compliance 2026: AI Act, Accessibility &amp; Copyright Explained<\/title>\n<meta name=\"description\" content=\"How to stay compliant with AI regulations, accessibility standards &amp; copyright law \u2713 build a trusted content supply chain \u25ba Learn 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