From the Pantone Tortellino to generative AI: the new risks businesses have yet to recognise

Article by Mattia Dalla Costa and Barbara Sartori.

The Pantone Tortellino case goes beyond the issue of counterfeiting and prompts a broader discussion on the emerging risks associated with the use of generative AI in creative processes.
The key issue is not only whether AI-generated content can benefit from legal protection, but also whether its origin, the extent of human involvement, and its lawful use can be effectively demonstrated.
As advertising, branding and content creation increasingly rely on AI, traceability, governance and oversight of creative processes are becoming essential to safeguard companies’ intangible assets.

The full article is available in Il Foglio Quotidiano.