Today, the European Parliament is holding the final vote on the Artificial Intelligence Act (AI Act), which proposes groundbreaking regulations for the use of artificial intelligence in the EU. In this context, EuroISPA Vice-President Lars Steffen illustrates how Artificial Intelligence will fundamentally change the landscape of the Internet industry

---

Artificial Intelligence (AI) is fundamentally changing the landscape of the Internet industry, ushering in a new era of efficiency, personalisation and innovation. In recent years, AI has become a cornerstone of many Internet-based services, influencing everything from search algorithms to customer service interactions. Its impact is not only transformative, but also indicative of the future trajectory of the Internet industry.

One of the most noticeable changes brought about by AI is the improvement of the user experience. From content recommendations on streaming platforms to personalised search results, AI algorithms are analysing vast amounts of user data to tailor online experiences. Not only does this keep users engaged, but it also fosters a sense of connectedness as the Internet becomes more attuned to individual preferences. This is why European copyright law must continue to be adapted to the digital age, and why excessive liability of ISPs for AI-generated content must be avoided.

AI also plays a key role in cybersecurity within the Internet industry. As online threats become more sophisticated, AI-powered systems have become particularly adept at detecting and preventing cyberattacks. Machine learning algorithms can analyse patterns and anomalies in real time, providing robust defences to protect sensitive data and ensure the integrity of online platforms.

Looking ahead, the Internet industry will see even more profound changes driven by AI. The emergence of advanced natural language processing and understanding is likely to revolutionise human-computer interactions. Conversational AI, chatbots and virtual assistants will become more sophisticated, enabling seamless communication between users and online platforms. In addition, AI-driven automation will continue to streamline various aspects of the Internet industry. From content creation and curation to logistics and supply chain management, automation will optimise efficiency and reduce costs. This will not only benefit businesses, but also contribute to a faster and more responsive Internet ecosystem.

However, these advances come with certain challenges, such as ethical concerns around data privacy and the potential for job displacement. Striking a balance between innovation and the responsible use of AI will be crucial for the sustainable growth of the Internet industry. AI is a global technology with a wide range of applications, some of which are not yet foreseeable, which means that clear assessments of the opportunities and risks in certain application areas are not always possible. In this respect, the ex-ante regulation of use cases cannot address the complexity of AI and its applications and risks weakening Europe’s capacity for innovation.

It is clear that the symbiotic relationship between AI and the Internet industry is reshaping the digital landscape. Challenges remain, but the future holds the promise of an Internet ecosystem that is smarter, more responsive and more attuned to the needs of its users. Embracing these changes with a thoughtful and balanced approach will be key to realising the full potential of AI in shaping the future of the European Internet industry.