At CEPIC 2026, picturemaxx played an active role in shaping industry discussions around AI, content licensing, and fair compensation models.

From May 6 to 8, 2026, the international visual media industry gathered in Valencia for CEPIC 2026. Image agencies, technology providers, platforms, and associations from around the world came together to discuss the future of visual content. One topic clearly took center stage: artificial intelligence and the question of how content will be used, licensed, and fairly compensated in the future.

picturemaxx participated in CEPIC as a sponsor with its own table and actively contributed to the international industry dialogue through two panel discussions. Representing picturemaxx on site were our colleagues Max Wieberneit, CEO picturemaxx AG, Britta Milde, Head of Marketing and Tomislav Franjic, Head of International Sales.

Why the industry needs new licensing models now

The opening discussion on the first day of the CEPIC, “What’s Next for Our Industry?”, featuring our CEO Max Wieberneit, highlighted the key challenge currently facing the industry: AI systems require vast amounts of high-quality content, inclduing images, and videos. As a result, content is becoming an economically valuable resource.

At the same time, clear regulations and practical solutions for the use of this content in the context of AI are still lacking in many areas. In many cases, content is being used without rights holders receiving appropriate compensation.

This issue was also at the center of the panel discussion “Are Press Publishers’ Rights Applicable to AI?” featuring our Head of Sales, Tomislav Franjic on the following day. The legally focused panel explored, among other topics, how fair compensation for rights holders can be ensured.

However, the development of corresponding legislation is likely to take several more years. The discussions in Valencia made it clear that the industry cannot afford to wait. Practical solutions for transparent licensing, effective rights management, and fair compensation are already needed today.

A Marketplace for AI Training Data

The approach taken by picturemaxx AG outlines a concrete path forward: the development of a European marketplace for AI training data. The goal is to provide content in a structured, transparent, and licensable way, thereby creating new economic opportunities for rights holders.

So far, content has often been used to train AI systems without clear licensing processes or compensation models in place. The marketplace is intended to make content available to AI applications in a controlled manner and have it licensed under clearly defined usage rights. Rights holders retain control over how their content is used and can license and monetize that usage transparently.

This approach creates a business model that aligns the interests of rights holders, technology companies, and platforms, while enabling the development of a sustainable market for AI licensing.

In direct dialogue with the industry

In addition to the official panels and discussions, our focus was on personal exchange with long-standing customers, partners, and industry colleagues. Whether at the picturemaxx table, during meetings, or at the Annual Industry Party, CEPIC offered numerous opportunities to discuss current developments, shared challenges, and the future of the industry.

Once again, it became clear that despite all technological advances, the media industry continues to thrive on trust, strong networks, and personal interaction.

Conclusion

CEPIC 2026 demonstrated that the use of content in the context of AI has long become a key issue for the industry. What is needed now are concrete and practical solutions for content licensing, along with fair and transparent compensation models.

For us, the conversations, panels, and personal encounters in Valencia were especially valuable. We are taking away many important insights and new perspectives and look forward to driving these topics forward in the coming weeks together with customers, partners, and the industry to develop future solutions.

A big thank you to CEPIC for the excellent organization. We are already looking forward to CEPIC 2027, which will return to Juan-les-Pins, France.

Further information:

company: www.picturemaxx.com 
contact: marketing@picturemaxx.com