What happens when an actor’s voice gets used without permission, or a filmmaker’s work ends up training an AI system? Recent European court rulings offer creative professionals some hope. But protecting your rights as a creator isn’t only about dragging tech giants to court, says Priit Lätt, attorney-at-law and partner at TEGOS.
Imagine recording your voice for a project, only to find out later it’s been put to commercial use you never agreed to. Or discovering your music or screenplay helped train an AI system without your consent. Who actually gets to decide what happens to your work?
European courts are opening doors, but questions remain
In Germany, music rights management organisation GEMA scored two major court wins against AI companies: first against OpenAI in November 2025, then against Suno in July 2026. Both cases centered on the unauthorised use of copyrighted music or lyrics.
“Although the judgments are being challenged and the disputes could ultimately reach the Court of Justice of the European Union, they already show that creators can successfully challenge major technology companies under existing copyright laws,” says Priit Lätt.
These judgments don’t automatically set legal precedent in Estonia, Latvia or Lithuania, but copyright law in all three countries is built on EU legislation. “That suggests authors and performers in the Baltics could also defend their rights against American tech giants in their own national courts. The judgments aren’t binding here, but they’re paving the way,” Lätt explains.
But winning individual court cases doesn’t clear up all the uncertainty around AI and copyright. Current EU rules allow copyrighted material to be used in certain cases for text and data mining - essentially, analysing huge volumes of information by computer.
For certain commercial uses, creators have to actively opt out if they don’t want their work used under this exception. “In practice, it’s up to the author to tell the whole world their work is off-limits. I think that’s a serious weakness in the legislation,” Lätt says.
The European Commission is currently reviewing copyright rules and gathering feedback on possible changes. But rewriting legislation and resolving court disputes can take years. Which raises the real question: what can creators do to protect themselves in the meantime?
Estonia shows what can already be done
According to Lätt, these European court cases are just one piece of protecting creators’ rights. In October 2024, the Estonian Actors’ Union and the Estonian Film Industry Cluster signed a good practice agreement covering working conditions and performers’ rights, including the creation of digital copies of actors. Another important step came in June 2026, when the Estonian Actors’ Union and the Institute of the Estonian Language reached an agreement on actors’ recorded and synthetic voices.
“Not every problem involves a major AI company. Sometimes it’s just an everyday situation where someone's voice or performance gets used well beyond what was originally agreed,” Lätt explains.
Even once an actor discovers their voice has been used without permission, negotiating with the company responsible or taking legal action can eat up serious time and resources. “You’ve got two options: fight for your rights on your own or do it through an organisation that represents you. In the age of AI, collective representation is usually the easier and more effective route,” he says.
What can film professionals do?
Lätt offers four practical recommendations for actors, directors, screenwriters, composers and other creative professionals.
Know your rights. Understand what others can and can’t do with your work, voice or performance. Consider joining a professional collective management organisation that can help represent your interests.
Pay attention to how your work is used. If you spot an unexpected use of your performance or recording, speak up. Raising the issue can lead to broader change.
Put agreements in writing. Whether you’re signing an acting contract or licensing music for a film, make sure the permitted uses are clearly spelled out, including anything AI-related.
Keep learning. You don’t need to become a lawyer, but understanding your basic rights is a professional skill worth having today. Lätt finds it encouraging that more young actors and film students are taking an interest in these questions.
Learn more at Industry@Tallinn & Baltic Event.
Priit Lätt will also share practical legal advice at this year’s Industry@Tallinn & Baltic Event. Together with producer Helen Lõhmus, he’ll lead Dialogue on Contracts: Hot Seat in Negotiation, an interactive Music Meets Film workshop digging into real-life cases, copyright and negotiation tactics. He’ll also speak about performers’ rights at Discovery Campus, giving film professionals a chance to better understand and protect their interests.