At the dawn of an accelerated digital transformation, artificial intelligence (AI) is emerging as a major driver of modern communication. Whether in the creation of textual or visual content, the impact of AI technologies is considerable. However, this revolution is accompanied by numerous legal and ethical questions that communications professionals must address. From intellectual property to liability and transparency obligations, the challenges are numerous and require increased vigilance. The webinar organized by the Academy News Aktuell is a valuable opportunity to address these essential issues through a detailed dialogue between legal and communications experts.
Ownership of Content Generated by Artificial Intelligence: What Rights Do Communicators Have?
At the heart of the legal debate on artificial intelligence, the question of ownership of content produced by AI systems is gaining in importance. Imagine a communications agency that uses a generative AI tool to design visuals or write articles. Who owns the rights to these creations? The News Aktuell Agency, for example, highlights that traditional copyright law, based on originality and human creativity, often proves limited in the face of these new productions.
French law and legal doctrine tend to consider that in the absence of significant human creative intervention, automatically generated content does not benefit from traditional protection. This legal vacuum pushes professionals to resort to clear contracts stipulating the ownership of works and the terms of use.
A concrete example: a brand creating an AI-generated advertising campaign must explicitly secure exploitation rights to avoid any future conflicts. Platforms like LegalTech or Seraphin.legal can offer appropriate contractual tools based on the latest developments in digital law. Furthermore, recent case law highlights that liability for content often remains with the person who commissioned or distributed it, a crucial nuance highlighted during the Academy News Aktuell webinar.
Beyond that, transparency rules increasingly encourage disclosure of the use of AI to clarify the nature of the content distributed to audiences. This practice, although not yet uniformly regulated, contributes to trust in digital communication.
The question of liability is central to the integration of AI in communication. How can we manage the risks associated with the dissemination of potentially contentious or inappropriate content produced by algorithms? The answer is complex and evolving with current court decisions and the recommendations of digital law experts such as those at Village de la Justice and Dalloz.
Liability can fall on several parties: the tool developer, the user communicator, or even the company publishing the content. In communication, vigilance is heightened by the speed of dissemination and the viral nature of messages, which can exacerbate the consequences of an error.
During the recent Academy News Aktuell webinar, lawyer Verena Haisch emphasized the need to establish rigorous internal procedures, including specific AI training for communications teams. These practices aim to minimize risks and ensure compliance with the legal framework, particularly with regard to copyright and image rights.
For example, a digital marketing company using an AI video generator will absolutely have to verify that the videos do not infringe on the privacy or rights of third parties. Recent examples abound of claims for unauthorized use of images or the dissemination of incorrect information, highlighting the need for a precise legal framework.
Finally, the issue of insurance coverage for the use of AI in communications is also rapidly developing, with tailored guarantee offers beginning to appear on the market, as highlighted by the Lamy Lexel law firm. Transparency requirements and legal notices for AI content: what do the regulations provide?
As AI becomes increasingly involved in content production, transparency requirements are becoming essential. The European law on artificial intelligence, the AI Act, which recently came into force, notably requires disclosure of the use of automated tools with high decision-making or creative potential.
In the communications sector, this translates into a growing need to report AI-generated or AI-assisted content, not only to comply with regulations, but also to maintain audience trust. Digital communications expert Ulrike Hanky-Mehner recommends in her coaching sessions adopting proactive communication by clearly specifying the origin of content, particularly during advertising campaigns or press relations.
This transparency is also a way to guard against accusations of manipulation or disinformation, a risk amplified by the rise of technologies such as deepfake. Explicit disclosure can appear in the form of a label or a visible indication on digital platforms.
Many sectors are moving toward standardizing practices, with the support of key players such as Legalstart and Jurispilote, which are developing practical guides and legal resources to help professionals comply with these new requirements. Concretely, an organization that uses AI-generated summary texts for its blog or newsletters must include a clause or statement explaining this use to avoid any future disputes.
To enhance understanding and practical application, resources such as
E-Zoom.biz
offer detailed analyses on AI content detection, allowing professionals to better manage their content strategies.
Protection of personal data and respect for image rights in the context of AI uses The rise of AI technologies in communications also has direct implications for the protection of personal data and respect for image rights. The EU, through its GDPR, imposes strict rules on the collection, processing, and dissemination of data, including data used by artificial intelligence to generate content. In 2025, the practical challenges are numerous: for example, the use of automatically generated or modified images can violate fundamental rights if they reproduce the appearance of a real person without consent.
Consideration of image rights is a central issue, as demonstrated by the lively debates within the Village de la Justice and relayed in the legal field via portals such as Dalloz. An advertising campaign using AI visuals must therefore ensure that the representations do not violate the rights of third parties.
Compliance in this area often requires including clear rights notes in contracts and regular legal monitoring. Legal support from firms like Cronemeyer Haisch Rechtsanwältinnen is a major asset in limiting the risk of litigation.
At the same time, raising team awareness through dedicated training remains essential to ensure compliance with ethical and legal standards, a piece of advice regularly shared during Academy News Aktuell webinars.
Practical Issues of AI Law for Communications Professionals: Tips and Tools for Compliance
Faced with this growing regulatory complexity, communications professionals now have the tools and resources to navigate effectively. The rise of LegalTech solutions, with platforms such as Lamy Lexel, Seraphin.legal, and Jurispilote, provides up-to-date materials adapted to the digital world.
During the Academy News Aktuell webinar, several practical recommendations were presented. These included the importance of drafting specific clauses in contracts relating to the use of AI, implementing an internal framework to govern the use of intelligent tools, and implementing targeted and regular training sessions.
Using specialized firms also allows for compliance audits tailored to the specificities of digital projects, combining technical understanding with legal requirements. This approach is crucial for anticipating litigation and securing companies’ reputations in the face of rising risks. Finally, collaboration with specialized partners, such as those from the Village de la Justice or publishers such as Dalloz, enriches legal monitoring and offers a comparative perspective in a European and global environment.
To deepen their understanding of the interactions between AI and law, professionals can consult articles such as those available on
E-Zoom.biz , which offers in-depth analyses on the detection and responsible use of AI.
Ne manquez rien !
Recevez les dernieres actualites business, finance et lifestyle directement dans votre boite mail.
