While generative AI is coming under increasing scrutiny in Europe, we simultaneously find that three giants of digital media – Microsoft, Spotify and TikTok – are using the technology to enhance their offerings to both consumers and advertisers. While Faultline is wary of adding to the deafening layers of ill-considered noise surrounding the subject, the competitive pressures of technological advancement are clearly forcing leading companies to wedge generative AI into their empires wherever possible. First, we have the news that TikTok is in the early stages of testing its generative AI chatbot Tako, which will be used to converse with users and recommend content. Adult users can ask Tako questions about content (e.g. the significance of a certain news item…