This chapter analyses generative artificial intelligence as a process of structural reorganisation within the European digital cultural ecosystem. It examines how generative models, platform infrastructures and algorithmic mediation are transforming cultural production, redistributing creative agency and modifying the mechanisms through which economic and symbolic value are captured. The chapter situates generative AI within longer-term processes of digitalisation, datafication and platformisation rather than treating it as an isolated technological disruption. It discusses the destabilisation of conventional notions of authorship and originality in hybrid human–machine environments, as well as the growing role of platforms in controlling visibility, recommendation, audience access and monetisation. The analysis concludes that the central issue is not simply whether machines can create culturally relevant content, but who controls the infrastructures through which culture is produced, circulated, legitimised and economically valued. It therefore frames generative AI as a matter of cultural governance, platform power and digital cultural sovereignty.