AI in Content Creation: Evolving Contractual Frameworks and Internal Safeguards

Use of AI tools in content creation is no longer limited to minor aspects of production. It has become an established part of the production ecosystem, with platforms now actively licensing and commissioning films and web series generated, in whole or in part, using AI. This shift has brought a set of intellectual property questions into sharp commercial focus: who owns AI-generated content, and how can a creator credibly represent that it does not infringe third-party rights? These issues require parties to build appropriate internal safeguards and, equally, to ensure that content agreements keep pace with evolving modes of creation.

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