TL;DR: AI tools like Sora can create videos, text, and images in seconds — but using them without understanding copyright law can land you in serious legal trouble. Here’s how to protect your business when using AI-generated content.
AI tools like Sora can now generate professional-looking videos, images, and text in seconds, revolutionising the way content is produced. But while the tech is impressive, it’s also legally murky. Who actually owns the material AI creates? And could you land in legal trouble by using it?
Whether you’re part of a marketing team, producing content in-house, or using AI to streamline operations, it’s crucial to understand the copyright risks tied to AI-generated media. For best practices on implementing AI responsibly, visit our AI Services page.
Why AI-Generated Content Raises Copyright Red Flags
Artificial intelligence doesn’t create content out of thin air. It generates outputs based on the vast amount of existing data it’s been trained on, and that data often includes copyrighted material such as books, music, videos, and images.
Here’s where the complications begin:
● Unclear Ownership: Since AI isn’t a legal entity, it can’t own the content it produces. That leaves a grey area around whether ownership lies with the user, the company behind the AI, or even the original copyright holders whose data trained the system.
● Infringement Risks: If the AI-generated content resembles copyrighted material too closely, you could be at risk of using or distributing infringing content, whether or not it was intentional.
● Outdated Legal Frameworks: Copyright laws were written long before AI could mimic human creativity. As a result, courts and governments are still catching up.
For more context on how AI affects data protection and cyber risk, read the NCSC’s guidance on AI and cyber security and Industrial Cyber’s coverage of AI-driven vulnerabilities.
Recent Legal Cases Highlight the Risks
A number of high-profile lawsuits are already shaping how the law might evolve:
● Getty Images vs. Stability AI: Getty took legal action after its licensed images were allegedly used without consent to train an AI model.
● Authors vs. OpenAI: Well-known writers, including George R.R. Martin and John Grisham, filed lawsuits claiming their works were used to train language models without permission.
These cases underline how risky AI-generated content can be when it’s not properly sourced or verified. Businesses should consider implementing a clear AI Acceptable Usage Policy to reduce exposure.
So, Who Actually Owns AI-Generated Content?
It depends, and that’s part of the problem.
● In the UK and EU, copyright tends to favour human creativity. Discussions are ongoing about whether AI companies should compensate content creators whose work has been used to train models.
● In the US, the Copyright Office has stated that purely AI-generated works cannot be copyrighted unless a human has made meaningful creative contributions.
This uncertainty can have real implications for your business. If you’re using AI to generate promotional videos, blog content, or social media posts, you may not fully own that content, making it harder to defend if it’s copied or challenged.
You can learn more about secure data management and ownership practices through our Cyber Security services or by exploring Microsoft’s responsible AI principles and Google Cloud’s guide on mastering secure AI.
How to Use AI Content Safely
You don’t need to ditch AI altogether — just use it wisely. Here’s how to stay on the right side of the law:
● Understand What Your AI Tool Was Trained On: Reputable platforms are becoming more transparent about their data sources. If the model was trained on copyrighted content without permission, its outputs could carry legal baggage.
● Always Add a Human Touch: Modifying AI-generated content by rewriting, adding original graphics, or recording your own voiceover makes the final product more legally defensible and better aligned with your brand.
● Use Licensed Content Where Needed: For important marketing campaigns or branded materials, consider using licensed media or working with original content creators to ensure peace of mind.
● Keep Up With Evolving Laws: As copyright rules are being updated to reflect the rise of AI, staying informed is key. What’s legally safe today may not be tomorrow.
For expert IT and compliance support, explore our Protect & Grow Managed IT Plans.
What’s Next for AI and Copyright?
We’re heading into a new era of regulation. Some changes on the horizon include:
● Licensing Requirements: AI firms may soon need to pay rights holders when training on their data.
● Defined Ownership Rights: Lawmakers are looking at clarifying who owns AI-generated output and under what conditions.
● Increased Penalties: Businesses that use unlicensed AI-generated content might face tougher enforcement or higher fines in the future.
AI has enormous potential, but it’s not a shortcut to risk-free content creation. Without due diligence, your business could face legal challenges, reputational damage, or even financial penalties.
The safest approach? Treat AI as a powerful starting point — not the finished product. Human editing, original contributions, and a careful look at licensing are essential if you want to keep things compliant.
Worried about how your business is using AI or managing digital compliance? Book a call with Gildas Jones at Dial A Geek. We’ve already helped over 1,000 businesses in Bristol and across the UK keep their IT smart, secure, and future-ready — and we’d love to help you do the same.
Call us on 0117 369 4335 or book a free consultation online.