The three major EU institutions have prohibited staff from using fully AI-generated videos and images in official communications. Politico reports this based on statements from the Commission, Parliament, and Council.

Commission spokesperson Thomas Regnier told Politico that “authenticity” has priority in order to “build citizens’ trust.” AI may only be used to optimize existing visual material, for example to improve image quality. The European Parliament has also issued guidelines emphasizing “vigilance toward the inherent risks” of generative AI tools.

The stance contrasts sharply with practices in the United States. According to the Poynter Institute, Donald Trump has used AI-generated content in 36 posts on Truth Social since taking office, including an image of himself as the Pope and an AI-generated video about Gaza. Governments within the EU have also experimented with the technology: German Chancellor Friedrich Merz posted an AI-generated dance video of himself on Instagram to raise awareness about AI risks, while Hungary’s prime minister has used deepfake videos to criticize Brussels.

Experts see missed leadership opportunity

Several experts criticized the blanket ban in comments to Politico. “Responsible use beats abstinence,” said Walter Pasquarelli, an OECD advisor and researcher at the University of Cambridge. He argued that the EU is missing an opportunity to demonstrate “what responsible, transparent use of AI in political communication actually looks like.”

Alexandru Voica from UK-based video generation company Synthesia emphasized that response speed is becoming increasingly important during geopolitical crises. He also pointed to the missed leadership opportunity: under the EU AI Act, AI-generated content must include watermarks and clear labeling. According to experts, transparent use would allow the EU to demonstrate to the public how properly labeled synthetic content should appear.

The EU’s decision highlights growing caution around generative AI in public communication. However, experts argue that responsible and transparent adoption could strengthen trust rather than undermine it. As AI-generated content becomes more widespread, the debate over regulation versus innovation is likely to intensify.