Watch: How is the EU regulating AI and shaping its global future?
Artificial intelligence has rapidly become one of the most powerful and disruptive forces shaping global industries, from finance and entertainment to healthcare and gaming. For Brando Benifei, a third-term Member of the European Parliament and chief negotiator of the EU’s landmark Artificial Intelligence Act, the challenge isn’t simply about keeping up but about building trust, transparency and ethical safeguards that protect people without stifling progress.
“I was the reporter and chief negotiator of the AI Act,” Benifei explains. “It’s now part of the EU’s legislation and entering its implementation phase. We are focusing on ensuring this regulation becomes a model for how AI innovation can align with democratic values.”
Benifei, who also chairs the European Parliament’s Delegation for Relations with the United States, plays a key role in shaping Europe’s global dialogue on AI governance, a conversation increasingly crucial to international business and digital transformation.
A risk-based approach to regulation
At the heart of the AI Act lies a risk-tiered system, designed to distinguish between low and high-risk AI applications.
“AI with low risk, for example, those not impacting data, cyber security, or health, can be lightly regulated,” says Benifei. “But when AI is used in sensitive areas like workplaces, justice systems, or democratic processes, we need specific rules to mitigate those risks.”
This approach allows flexibility without compromising safety, creating what Benifei calls “a universal language” for responsible innovation. Transparency, particularly around generative AI and deepfakes, is also a central theme. “Transparency is essential to prevent manipulation and misinformation.”
Ethics beyond the law
While legislation provides structure, Benifei argues that ethics must guide AI’s evolution. “The law can only go so far,” he cautions. “There must be an ethical approach that respects human dignity and keeps human beings at the centre of development.”
AI should enhance productivity and learning, but it must also come with safety nets that help people feel confident, rather than fearful, about its use. Examples such as biased recruitment systems or intrusive biometric surveillance highlight why oversight matters. “We’ve seen systems that discriminate against women or minorities because of the data they were trained on. We must ensure data governance and transparency are strong enough to prevent that,” Benifei explains.
Regulating AI in gaming and digital entertainment
The iGaming industry is one of many sectors being transformed by AI. From personalisation and adaptive gameplay to player safety tools, the technology offers endless potential, however it must remain responsible.
“AI can strengthen video games, creating more entertaining and interactive experiences, but it also needs regulation to prevent subliminal manipulation or exploitation, which are prohibited in Europe”, says Benifei.
For Benifei, this is not about restricting creativity but focused on aligning technology with values. “We need not to be against innovation but rather regulate it based on our principles.”
Europe’s approach to AI, Benifei insists, must also be strategically competitive. While the U.S. and China have taken the lead in technological growth, the EU is catching up, focusing on sovereignty, investment, and collaboration. “Catching up on innovation is crucial to stay competitive and defend a model of AI based on democratic values. For our model to be strong in the global debate, we must invest more and act with unity.” Benifei highlights initiatives such as the EU Chips Act and efforts to secure sustainable supply chains for semiconductors and raw materials.
As innovation accelerates, Benifei believes that events bringing together governments, businesses and civil society are essential for progress. “It’s very important that companies, consumers and experts can come together, exchange views and build cohesion,” he says. “Any initiative like this strengthens cooperation and shared understanding.”
Continuing the conversation
As Europe’s AI landscape continues to evolve, discussions around innovation, regulation and ethics are shaping the next chapter of digital growth. At SiGMA Central Europe 2025 in Rome, these conversations will take centre stage, connecting policymakers like Brando Benifei with leaders from iGaming, fintech and emerging tech.
Join the conversation in Rome from 03-06 November 2025, where innovation meets governance and the future of intelligent regulation is written.
