The majority of art in ancestral societies was traditional. It served a social or divine purpose and was often a vehicle of human creative (self)expression closely tied to the necessities of daily life. Intangible cultural heritage (ICH) is a living tradition, constantly recreated, so in some cases its original aspiration has been forgotten or changed. Today, while safeguarding these practices we are trying to preserve something much more valuable—collective memory, collective and personal identities, and deeply integrated values. Yet, there are numerous threats to it—armed conflicts, globalization, commercialization, and even new technologies. Artificial intelligence (AI) is an innovative tool with great potential use in empowering communities and safeguarding their heritage. For now, it is proven that AI can help in documentation of the practices, restoration of objects used by communities, deciphering ancient languages and inscribed texts, preserving various artefacts, and advancing tourist experiences. Yet, its usage doesn’t come without risks. Questions around authenticity have been raised and higher levels of commercialization were noticed, which means considerable risk for the practitioners and their heritage. It can lead to greater uniformity of the practices or even inhibit their natural evolution, while at the same time deepening existing biases. General protection of ICH is provided by the international legal framework, yet legal regulations surrounding AI are not following its rapid development. There is no hard law instrument, but several soft law instruments have been adopted. None of them was particularly drafted for the intersection of AI and ICH. Further actions are much needed. In order to have a well-established cultural policy with balanced use of AI in the sphere of ICH, besides enhancing current legal framework, setting up ethical standards, implementation of organizational and financial instruments also has to follow.