The AI debate often moves quickly between technical possibility and legal certainty. Creative organisations need to distinguish the two. A tool’s ability to generate an output does not, by itself, explain the permissions, contractual terms or responsibilities connected with using it.
On 17 March 2026, WIPO launched the Artificial Intelligence Infrastructure Interchange, or AIII. The initiative brings experts into dialogue about technical and operational questions at the intersection of AI and intellectual property. Its subjects include identification, attribution and rights-management infrastructure. It is an initiative for dialogue, not a new copyright law.
Start with the material
For a creative team, a practical first step is to identify what it is putting into a tool. Is the input an original brief, a licensed image, a performer’s recording or confidential project information? Different material creates different questions.
Keep a record of the source, intended use and relevant permission. Where a person’s likeness or performance is involved, discuss the intended output and how it will be presented. Do not assume that access to a file answers every question about its reuse.
Read the working terms
Check the terms that apply to the specific tool and account. Look at how inputs and outputs may be retained or used, what commercial-use provisions apply and what responsibilities remain with the user. Terms can change, so record the version or date used for a decision.
These checks should be proportionate to the project. A private experiment and a client-facing campaign may require different review processes. Both benefit from knowing who is accountable for the result.
Review what the audience will understand
An image or passage can be technically polished while creating a misleading impression. Ask whether an output implies an event, endorsement, qualification or personal experience that did not occur.
Human review should address accuracy, likeness, context and permissions as well as appearance. For specific rights disputes or contractual decisions, obtain appropriate professional advice. The useful question is not simply whether a tool can produce something, but whether the team can explain and stand behind its use.
Sources & further reading
WIPO: launch of the Artificial Intelligence Infrastructure Interchange ↗