As emerging technologies like artificial intelligence (AI) become powerful enough to replicate human voices without consent or create stunning visual short films, the importance of proper attribution and collaboration between creators and marketers grows.
Legislation like the NO FAKES Act might not be sufficient to protect the integrity of branded content, making it essential for creators and marketers to establish guidelines and agreements to safeguard their rights while using AI tools effectively.
Clear guidelines and communication are crucial. Define the scope of work, content usage, and licensing requirements upfront. Creators should not be obligated to provide source files or raw materials unless agreed upon initially.
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