JOINED REPORT

Shaping GenAI for a sustainable and fair services economy

Brussels, 3 August 2026 – The joint report with ACT, Connect Europe and UNI Europa, provides a comprehensive assessment of the impact of generative artificial intelligence (GenAI) in the services economy across the audiovisual, banking and telecommunications sectors, identifying key points for social dialogue and potential policy actions for social partners.

The report is structured as follows:

• Chapter 1. outlines the objectives and scope of the study: key concepts and context;
• Chapter 2. presents an overview of the policy and regulatory framework;
• Chapter 3. presents impact assessments for each of the target sectors – audiovisual, banking and telecommunications – with sub-chapters on the technological, economic,social, ethical and regulatory impacts of GenAI;
• Chapter 4. presents the horizontal impact assessment of GenAI on each of the target sectors;
• Chapter 5. provides a summary of the study.

Objectives and scope of the study
The general objective of the study is to produce an overview of the impacts of GenAI’s development and deployment in the services economy, with a specific focus on the audiovisual (AV), banking and telecommunications (telecoms) sectors. Based on the detailed analysis, the study aims to outline potential scenarios for social dialogue, providing options that mitigate the negative impacts while maximising the potential positive effects of GenAI’s development and deployment.

This study has been carried out by Visionary Analytics in the framework of the project “Shaping generative AI for a sustainable and fair services economy”. The project is led by European social partners of the audiovisual, banking, telecommunications sector, ACT, EBF, Connect Europe and UNI Europa.

For more information:

Sébastien de Brouwer, Deputy CEO – s.debrouwer@ebf.eu

Claudia Boboc, Intern – Social and International Affairs – c.boboc@ebf.eu

About the EBF:

The European Banking Federation is the voice of the European banking sector, bringing together national banking associations from across Europe. The federation is committed to a thriving European economy that is underpinned by a stable, secure, and inclusive financial ecosystem, and to a flourishing society where financing is available to fund the dreams of citizens, businesses and innovators everywhere.