Comcast -owned European pay-TV, media and telecom giant  Sky 's  CEO Dana Strong  told a London conference on Tuesday that getting AI policies and regulations right is key, given the speed of technological change.

And she took a shot at one approach that the U.K. government had previously floated.

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Copyright protection is key, and a proposed opt-out rule in the U.K. approach to AI, allowing AI companies to use copyrighted works unless the holder actively opts out, is not the right approach, Strong said during a fireside chat at Deloitte and Enders Analysis' Media & Telecoms 2025 & Beyond Conference. "It's very hard to put the genie back in the bottle, so we need to get it right now."

She summarized Sky's approach to AI this way: "We are thinking about AI as a cultural movement inside the organization." She highlighted it should be seen as "an amplification" of people's work inside Sky, touting a "Dragon's Den of AI" within the company.

Sky is, for example, using AI "quite prolifically" in the advertising department. In contrast, in show creation, "we use AI as first-generation tools," such as language translation and post-production. "We are in the early innings" in this space, she offered. And in sports, AI will, over time, help provide a "more bespoke" offering to viewers depending on their interest in angles and the like, the Sky CEO suggested.

Continuing to discuss the issue of copyright worries, she shared: "I can't fathom how a small producer keeps up."

The future of Warner Bros. Discovery's content partnership with Sky was not part of Tuesday's debate, even though that has been a popular industry conversation topic. given that WBD is planning to  launch HBO Max in the U.K.  in 2026 when the companies' previous output deal expires. The two companies previously reached a new distribution and bundling agreement that will see Sky subscribers get the advertising-supported version of HBO Max bundled at no extra cost. Sky users will also continue to get HBO shows, such as  The Last of Us  and  House of the Dragon , on Sky Atlantic and on demand, with the deal covering series that air before the end of 2025.

Last year, Strong had also appeared at the event, outlining Sky's sports strategy . That topic was also in focus this year.