Accessibility in the media world is more than just a series of compliance checkboxes. It’s building a bridge between creators, broadcasters, streamers, and audiences to ensure nobody is left out of the conversation. That’s the motivation behind the European Accessibility Act (EAA)—a bold movement towards making digital media genuinely inclusive. And, Artificial Intelligence (AI) can completely transform how media companies achieve these compliance benchmarks.
Set a reminder—June 28th, 2025 is when enforcement begins. After that, any new content or service launched in EU member countries needs to meet accessibility standards. If your products or services were in place before June 28, 2025, you’re clear to keep using them for a while. Contracts signed before that date can also stay as they are, but only until they naturally expire, and no later than June 28, 2030.
Bottom line: by June 28th, 2030, everything—old and new—should be fully compliant. No exceptions. While enforcement is still unclear, there are potentially big fines for those who fail to comply.
Countdown to compliance
2030 sounds light-years away, but the EAA is already reshaping the rules of how we create and share content. The EU Commission estimates that differing accessibility requirements cost companies and member states €20 billion in 2020. By standardising accessibility standards, the proposed standards are estimated to reduce that by 45 to 50 per cent.
The exciting news? AI’s role in accessibility is a force multiplier, allowing media companies to fast-track their compliance strategies efficiently. Smart tools make it possible to manage compliance at scale without breaking a sweat (or the bank).
Practical AI is capable of transforming accessibility efforts from reactive to proactive. But, as with any tool, the impact of AI depends on how you use it. Are you using AI to merely skim the surface, or is it embedded into your strategy for meaningful, scalable change?
AI can revolutionise how you monitor accessibility, predict user needs, and generate accessible content at scale. It’s your partner in achieving faster, more efficient compliance while creating meaningful connections with diverse audiences. But the key is strategy. Don’t invest in every shiny tool that promises a quick fix; focus on integrating practical AI tools that align with your five-year accessibility plan. After all, a tool is only as effective as the vision guiding it.
The following are just a few examples of how AI can help break accessibility barriers, with the appropriate levels of human intervention.
- AI-powered captioning and subtitling: AI can automatically translate and subtitle video and audio content into multiple EU languages, making media accessible to users across different regions. This also expands reach to audiences who are deaf, hard of hearing, or prefer to consume content with captions. For example, a streaming service could use AI to auto-caption episodes in multiple languages with minimal human intervention.
- Automatic alt text and scene descriptions: AI can analyse images and videos to generate alt text and scene descriptions—crucial for screen reader users and those with visual impairments. Think of a broadcaster’s content management system auto-generating alt text for all images and stills uploaded to the platform.
- Speech-to-Text and Text-to-Speech: AI can convert spoken words into readable captions or transcripts and convert written content into spoken audio, giving users the flexibility to engage with media in the format that suits them best.
- Predictive compliance monitoring: AI tools can continuously scan websites, apps, and digital media for accessibility issues—flagging or even fixing problems like poor contrast, missing labels, or navigation gaps before content goes live. So a video portal could use AI to monitor updates and block any uploads that fail accessibility checks.
From risk to ready: how AI gets you across the EAA finish line
AI-powered accessibility solutions are reshaping how media companies deliver inclusive user experiences while maintaining compliance with accessibility standards. The EAA isn’t just a policy milestone. It’s an opportunity to redefine how your organisation connects with all users. The path to readiness begins now. Organisations that prioritise accessibility today won’t just check boxes; they’ll build stronger connections with diverse audiences and foster long-term loyalty. Strategic AI integration is key to accelerating compliance, reducing risks, and unlocking new opportunities.
