Artificial intelligence is advancing faster than many regulatory systems can keep up, especially when it comes to tools that generate images and videos that look indistinguishably real. From blockbuster Hollywood films to everyday social media content, generative AI is reshaping digital creation. But with great power comes even greater scrutiny: in 2026, we’re likely to see more regulation around AI video & image generation than ever before.
Here’s why—and what creators, businesses, and everyday users should know.
1. Real-World Harms Are Driving Policy Action
AI “deepfakes” and manipulated videos are no longer abstract dangers; they’re showing up in real controversies. Recently, a popular AI chatbot’s image-generation feature was restricted after it was used to create sexualized and violent content, prompting public and government backlash in the U.S., Europe, and beyond.
Incidents like these spotlights how generative AI can be misused, from non-consensual imagery to manipulated video scenes that damage reputations or spread misinformation. As a result, policymakers are paying closer attention, and some are calling for new legal safeguards to prevent harm.
2. The European Union’s AI Act Is Coming Into Force
The EU AI Act is the first comprehensive AI regulation of its kind and includes specific provisions that affect generative models, including image and video generators.
Key points for 2026:
- Transparency rules — AI-generated content, including deepfakes, may need clear labeling, so people can tell when a video or image isn’t real.
- Risk categories — AI tools are classified based on how risky they are, with stricter obligations for systems that pose greater harm.
- High-risk definitions — Generative AI used in sensitive domains (like public elections or identity systems) may face tighter controls as the law enforcement phases ramp up through 2026.
Europe’s approach is widely watched because it will likely influence other jurisdictions around the world.
3. The United States Is Adding Laws Targeting Deepfakes and Misuse
Unlike the EU’s broad regulatory framework, the United States is currently moving toward sector-specific AI regulation including laws focused on deepfakes and harmful imagery.
For example:
- The TAKE IT DOWN Act requires platforms to remove non-consensual AI-generated visuals.
- The proposed NO FAKES Act would give individuals more control over digital replicas of their likenesses, including liability for unauthorized AI-generated media.
Meanwhile, several states (including Texas and California) have passed or are drafting additional AI laws that take effect in 2026, with provisions specifically aimed at video and image generation misuses.
This “patchwork” of laws means creators and platforms operating across state and national lines will need to navigate differing requirements.
4. Transparency and Attribution May Become Mandatory
A major trend in regulation isn’t just restricting what AI can do; it’s forcing transparency.
Globally, policymakers are increasingly discussing requirements that:
- Watermark AI-generated content so it’s identifiable to humans and machines.
- Embed metadata that traces how images/videos were generated and by which system.
- Require provenance data to help platforms and users verify authenticity.
These kinds of mandates could shape everything from civil court battles over likeness rights to how news organizations source visual material.
5. Regulation Is Likely to Evolve Throughout 2026
Even as laws take effect, 2026 will likely be a year of adaptation and revision:
- Regulators will issue guidance on AI compliance, helping developers interpret complex requirements.
- Policymakers may accelerate new rules in response to emerging harms or push back if laws become too burdensome.
- International agreements (like the AI Framework Convention) encourage harmonized standards, including around generative media.
What this means is that AI creators, businesses, and content platforms will need to stay agile and informed, balancing innovation with legal and ethical responsibilities.
Regulation Isn’t Just Coming — It’s Here
2026 may well be remembered as the year AI video and image generation moved from open experimentation into a regulated ecosystem. From European transparency mandates to U.S. deepfake laws and state-level compliance frameworks, generative AI is no longer the “Wild West” it was just a few years ago.
For creators and companies in this space, that’s both a challenge and a chance to build better safety-first tools and be part of shaping a more trustworthy, responsible future for AI-generated media.
Media Placement Services is up to date on news and trends, so you don’t need to be. Our team keeps an eye out for trends in media across both digital and traditional channels to keep our clients and partners informed. Many digital advertising platforms have introduced AI in many different forms; our team is here to help you navigate the new digital landscape and help you decide where AI is helpful and where it should be avoided. Reach out to our team to learn more about how AI is being used in media buying and campaign optimizations.
