AI Intellectual Property And Transactions Digital Advertising Playbook

Introduction

Intellectual property concerns are central to the evolving legal framework surrounding generative AI and machine learning. Training large language models involves significant volumes of copyrighted text, images, audio, and video data, which raises unresolved questions about direct and vicarious copyright infringement, as well as the potential reproduction of expressive elements in outputs.

Moreover, in order to provide accurate and current answers to user prompts, many AI systems rely upon up-to-date information that is retrieved from the web in an automated, bot-based process referred to as retrieval augmented generation ("RAG") and grounding. RAG and grounding work together by scraping the web of current information and anchoring an AI system's output to that retrieved information so responses remain accurate, verifiable, and contextually relevant rather than relying solely on pre-trained model data.