A/80/278 of women in situations they did not consent to being in, thus creating a more realistic vector of image-based abuse; creating synthetic histories is a new vector of technology facilitated gender-based violence harm.” 64 One of the most serious threats is the use of AI to produce non-consensual deepfake pornography, which can be used to harass, intimidate or silence women. These technologies facilitate new forms of online abuse, exacerbating pre-existing patterns of violence against women in digital environments. 41. The impact of AI on the creative sector labour market, particularly the replacement of lower-skilled jobs by AI tools, may also have a specific effect on women. Women are often overrepresented in precarious forms of employment, which are those most likely to disappear with the growing use of AI in this sector. This trend increases economic insecurity for women and may lead to their exclusion from creative fields or, at the very least, a reduction in their representation. Moreover, women generally have more limited access to technology than men, are often less trained in its use and remain underrepresented in AI-related jobs. 65 As a result, they are more affected by the creative divide caused by AI. F. Directing the capacity to access and choose cultural references 42. Creativity is also affected by the essential role of AI in the distribution and dissemination of and access to information in the digital environment. AI is extremely effective in the analysis of user behaviour and in recommending works that match individuals’ preferences, enabling individuals to be manipulated into making specific choices. For example, Netflix suggests what to watch next; Google suggests what to buy; Meta selects specific news items; AI facilitates access to certain works through automated translation or subtitling in certain languages. On music platforms, a user ’s behaviour is tracked and data compiled on how often a track is played, whether it is added to one or more playlists and whether the user skips to the next track before it finishes. AI systems use this “big data” – that is, continuously produced, large-scale digital data – to create user profiles and analyse users’ behaviour (preferences, habits, cultural interests, etc.) without their meaningful consent. Through AI, platforms analyse this data and apply filters. They compare the behaviour of users who have expressed similar tastes (collaborative filtering) and the characteristics of previously liked content (content-based filtering) in order to suggest similar works. This can b e positive, as it allows people to discover their preferred cultural materials, or it can be negative, resulting in the creation of a bubble of homogeneity and bias. 43. The Billie Eilish song “Ocean Eyes”, which went viral on SoundCloud in 2015, or the Lil Nas X song “Old Town Road”, which went viral on TikTok in 2018, are well-known examples of artists gaining exposure thanks to algorithms and recommendations. AI systems can also facilitate the discovery of more niche works. AI can therefore help to connect certain creators with cert ain audiences, which has a substantial impact on the right to enjoy the arts. 44. However, information about creative tools and elements that are not highlighted by algorithms is less accessible, and although not all algorithms are based on AI, this is increasingly the case. The use of AI for algorithmic development accentuates the shortcomings of algorithms for creativity. The algorithmic development selectively allows for some cultural creators to be exposed to the public and some not. Audiences __________________ 64 65 14/21 UNESCO, “Your opinion doesn’t matter, anyway: exposing technology-facilitated gender-based violence in an era of generative AI” (Paris, 2023), p. 7. This is partly due to the working environment in the technology sector, which is often marked by gender bias, a lack of inclusivity and barriers to advancement for women. See: UNESCO, “Challenging systematic prejudices”, p. 20. 25-12403