AI has emerged as a critical component of pop culture in 2023. Pervasive and promising, it is infiltrating all aspects of our personal and professional lives. AI is a complex and layered topic that is met with varying degrees of excitement and skepticism. At IP, we’re approaching AI with curiosity, learning about ways we can thoughtfully and intelligently incorporate AI tools into our workflow in an ethical manner. The topic of who owns the output produced by AI remains top of mind for us.
The collaboration between humans, algorithms, and databases of existing work (images and text) can make it complicated to determine ownership when AI is used to create images or text. Factors such as the degree of creative input and decision-making can influence who owns the rights. This complex process has significant legal and ethical implications. Viewing AI as a tool for generating ideas, not definitive answers is essential.
One action users can take is to carefully and closely read the terms of service and licenses that accompany AI tools. These agreements provide essential details about copyright ownership, permissions, and limitations. Reviewing them thoroughly can prevent potential issues and ensure compliance with the terms. As AI technology advances and ways to apply AI proliferate, laws are evolving to address the unique challenges it poses. Copyright laws are being reinterpreted and modified to accommodate content created by AI. Midjourney, a widely-used text-to-image AI tool, allows creators to use the images generated but not claim copyright over them.
While AI has many practical applications and is advancing by the minute, it does not have an empathy filter. Intelligent users and brands will use their awareness and expertise to evaluate and validate AI-generated outputs for accuracy and emotional relevance and resonance. Staying mindful and curious as we navigate this new world of AI will allow us to reap the benefits of AI while thoughtfully and responsibly moderating its implementation and strategic application, ensuring compliance with societal and ethical standards.