Do brands own the copyright on AI-generated ads?

"As a heritage brand, we're keen to look to the future as much as the past as we continue to evolve. Time will tell how AI technology develops over the next few years, but for us it made sense to try something that felt fresh, new and exciting."

"The general consensus in the legal world seems to be that where AI is a mere tool in the hands of a human, the output may be protectable. Where the AI creates without or with very limited human guidance or intervention, however, the output is unlikely to be protectable. There is no standard yet on 'how much' human intervention is nee"

"will not knowingly grant registration to a work that was claimed to have been created solely by machine with artificial intelligence"

Martini used Midjourney to remix its existing promotional imagery and generate entirely new artworks for a campaign. The campaign aimed to tell Martini's story through a platform and technique that felt new and forward-thinking, balancing heritage with a forward-looking approach and experimenting with fresh creative methods. Midjourney required entry of descriptive keywords including the drink's ingredients, colors and taste to blend outputs. The campaign exemplifies growing use of open-source AI tools to create creative assets. Significant legal uncertainty exists over copyright ownership of works created solely by machines. The US Copyright Office will not knowingly grant registration to works claimed to be created solely by artificial intelligence. The general legal consensus is that outputs produced with meaningful human guidance may be protectable, while outputs created with minimal human intervention are unlikely to be protected; no standard defines the required level of human input.

Read at The Drum