Introduction
Artificial intelligence is becoming a production tool across the entertainment industry. It can assist in script development, dubbing, translation, visual effects, editing, music creation and promotional content.
The legal challenge is that traditional contracts were generally drafted on the assumption that creative work would be performed by humans.
Human Authorship and Copyright
Where AI contributes to a work, questions can arise concerning the extent of human creative authorship and the legal protection available to the resulting material.
Production companies should maintain records showing the human creative contribution rather than assuming that every AI-generated output will receive conventional copyright protection.
Training Data
A separate issue concerns the material used by AI systems. Companies should examine the contractual terms and assurances provided by technology vendors, particularly where commercial content is being processed.
Synthetic Performers
AI can reproduce or modify voices, faces and other identifiable characteristics. Contracts with performers should therefore address whether their voice, likeness or performance may be digitally replicated.
Conclusion
AI should not be introduced into media production merely because it is efficient.
Its use should be accompanied by contractual controls, rights clearance, documentation of human contribution and clear allocation of responsibility for resulting claims.
The future of entertainment may be AI-assisted, but legal accountability will remain human.
