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ARTICLE · 23 JANUARY 2026

AI Makes It Easy. Misusing Pitches Doesn't

Pioneer Legal
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As AI-generated visuals become routine in creative pitches, a new legal grey zone is emerging, one that many businesses underestimate until it becomes a dispute. A common scenario illustrates this risk.

IndiaIntellectual Property
Jinal Shah
Jinal Shah
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As AI-generated visuals become routine in creative pitches, a new legal grey zone is emerging, one that many businesses underestimate until it becomes a dispute. A common scenario illustrates this risk. Multiple creators submit pitch materials for a campaign. One creator includes highly tailored AI-generated images as part of their deck. Another creator presents a stronger concept overall and is awarded the mandate. Believing it to be a practical step, the company then forwards the AI-generated visuals from the rejected pitch to the selected creator and asks them to incorporate those visuals into the final output. At first glance, this may appear harmless, especially given the perception that AI outputs are free of copyright protection. But under Indian law, this act can expose the company and sometimes the winning creator to significant legal liability. Let's break this down.

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