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AI in Advertising and Its Legal Implications


In the rapidly evolving world of advertising, artificial intelligence (AI) is more than a buzzword—it's a transformative force reshaping creative expression and operational efficiency. However, as AI technologies become more integral to our workflows at BearJam, understanding the legal landscapes they inhabit becomes crucial. At the recent Future of Advertising event, industry experts Jamie Smith and Steve Davies provided valuable insights into this complex topic.

AI in Advertising: The Promise and the Challenges AI offers unprecedented opportunities for innovation within the advertising sector. From streamlining video production processes to enabling more targeted and engaging content, the possibilities are vast. However, these advancements come with new responsibilities—particularly in understanding and navigating the associated legal frameworks.

Key Legal Considerations for AI in Advertising:

  1. Contractual Clarity:

    • Contracts often lag behind technology: Many standard contracts do not yet account for AI, leading to potential grey areas in AI deployment in content creation. It’s essential for agencies and production companies to update their agreements to explicitly address the use of AI technologies.
  2. Intellectual Property Concerns:

    • Who owns AI-generated content? This remains one of the most pressing questions in the advertising world. As AI tools can significantly contribute to or even autonomously produce creative work, determining ownership and ensuring compliance with IP laws is vital.
  3. Risk Management:

    • Content clearance and compliance are paramount: Despite AI's ability to automate certain tasks, human oversight remains critical, especially in ensuring content adheres to legal and ethical standards. This calls for robust content clearance processes to manage and mitigate risks effectively.

Practical Steps for Integrating AI Responsibly:

To harness AI's potential without falling foul of legal pitfalls, consider the following strategies:

  • Stay Informed: Keeping abreast of legal developments related to AI in advertising can help anticipate and navigate potential challenges.
  • Develop Clear Policies: Implementing comprehensive guidelines on AI use within your projects can ensure consistency and compliance.
  • Engage with Legal Experts: Consulting with legal professionals who specialise in technology and intellectual property law can provide the insights needed to safeguard your creative outputs.


The integration of AI in advertising opens up a world of possibilities for creative innovation. However, it also demands a careful consideration of the legal implications. At BearJam, we are committed to leading the charge in responsibly harnessing AI's capabilities, ensuring that our projects not only captivate but comply.

By staying proactive about these legal considerations, we can navigate this new frontier with confidence and creativity, ensuring that AI serves as a tool for enhancement rather than an obstacle.