ABSTRACT
This chapter offers a situational analysis of the ethical and legal challenges posed by Generative AI and automated content moderation within Brazil's media and information ecosystem. Grounded in a Global South perspective, it explores the ongoing tension between national sovereignty and the global digital platforms. Employing the situational analysis method, this study maps the key elements—both actors and discourses—that influence and shape the regulatory landscape of AI in Brazil. A critical examination is undertaken of significant legislative proposals debated since 2020, with particular emphasis on transparency, accountability, and risk governance. This section critiques the inconsistent classification of high-risk AI systems and the limited oversight of Generative AI in online environments. It underscores how regulatory gaps, corporate lobbying by major technology firms, and judicial interventions exemplify Brazil's ongoing struggle to assert digital sovereignty and uphold democratic governance in an AI-mediated social and media ecosystem. These observations inform the chapter's concluding reflections on the pressing need for cohesive, inclusive, and sovereignty-conscious regulatory frameworks tailored to the Brazilian context.
