There is no single answer, because copyright law varies from country to country and is still being settled for AI. What can be said safely is this: in several countries, protection requires human contribution, so something generated only by the machine may not be protected; and the tool’s licence tells you whether you may use the output commercially. This article is not legal advice.
The three questions that matter
| Question |
What to check |
In practical terms |
| May I use what the tool created in my business? |
The terms of the tool and of your plan |
Many services allow commercial use, some only on paid plans. Keep a copy of the terms you accepted. |
| Can anyone copy what I created? |
The law of your country, and how much human work is in it |
If you only pressed a button, protection may be weak or absent. If you chose, edited and combined, your contribution may be protected. |
| Could I be infringing someone else’s rights? |
Whether the result resembles an existing work, brand or person |
It can happen without intending to. An image that recalls a brand or an artist is the risk case. |
How to reduce the risk, step by step
| 1 |
Add work of your own. Rewrite, choose, compose. The more of it is yours, the clearer your position and the better the text.
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| 2 |
Do not ask for “in the style of” a living person or a brand. Nor use names of known characters or products in the request.
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| 3 |
Look for similarities before publishing. A reverse image search for photos and illustrations; a quoted-phrase search for texts that seem familiar.
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| 4 |
Keep the trail: the request, the tool, the date and the edits you made. It helps if anyone challenges it.
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| 5 |
In work for clients, say what you used. If the contract speaks of originality and assignment of rights, talk about this before delivering.
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On a website, the most common case is that the AI wrote a draft which you then rewrote: the final text is largely yours. The case to avoid is publishing as yours a text the machine returned almost identical to something that already exists. And do not confuse protection with exclusivity: even if something is protected, the same request made by someone else to the same tool can return something very similar.
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Do not paste into the AI third-party texts, photographs or code you have no right to use, nor a client’s material they have not authorised. What the tool returns does not wash the origin of what you gave it.
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