As AI blurs the line between human and machine-made content, marketers are confronting new challenges around authorship, ownership, and ethics. As AI-generated work becomes increasingly prevalent in brand storytelling, how should the industry address copyright concerns, creative accountability, and the responsible use of emerging tools? This story examines how marketing leaders are adapting to the shifts in a rapidly evolving content landscape.
Aatika Ehsan Ansari, Head of Media-Digital, Pernod Ricard India
As AI blurs the line between human made and machine generated content as marketers we should be prepare ourselves to balance immense productivity, greater creativity that’s machine enabled with human insight, authenticity, and emotions. A key point would be to ensure it is a brand and consumer-safe space.
The idea is to deploy AI to get inspired, push our creativity lenses, and add a layer of our humane-ness to it.
Anshul Garg, Managing Partner, Publicis Commerce, Publicis Groupe India.
With generative AI tools becoming mainstream, we’re seeing a remarkable shift in how content comes to life. But this leap forward also brings new responsibilities. Marketers must grapple with complex questions around copyright, ownership, privacy, and consent. Being transparent about how AI shapes content is no longer optional, it’s essential. We need to train these systems on diverse, unbiased data and be compliant to current regulations and be vigilant on potential risks.
With the prevalent of AI use, it highlights the urgency for marketers and agencies to have in place mandatory training, clear ethical standards, and robust AI playbooks. We’re at a defining moment where creativity and technology converge. Our shared opportunity is to use AI thoughtfully while protecting trust and honoring creative integrity.
Jwala Kumar, VP – Media Planning, Business Partnerships & Monetization, Explurger
As AI transforms content creation, marketers must prioritize transparency, ethical sourcing, and clear ownership. Disclosing AI involvement builds trust, while contracts must define rights—especially when agencies or platforms like Explurger use generative tools. At Explurger, we believe ethical AI use should empower creativity, not replace it. Respect for originality, proper attribution, and accountability are non-negotiable as we navigate this evolving landscape.
Manish Kumar, Founder, Videos4Businesses
One of the major reasons a lot of established brands are keeping their distance from AI are issues around ethical pieces as well as IP and content ownership.
Thus, marketers, agencies, and creative professionals need to be extremely careful and rather be slightly obsessive about these standards. They must avoid anything that can land them into a situation that could bring a bad name from both an ethical standpoint as well as a legal standard.
Himanshu Arora, Co-Founder, Social Panga
As AI blurs the line between human-made and machine-generated content, marketers must move from just being creators to becoming responsible custodians of content.
Agencies and marketers need to define AI vs. human contribution. For example:
AI for draft ideation is fine.
Final creative decisions must stay human.
Sign-offs should be accountable — not delegated to the tool.
With the tech moving faster than regulations, brands need their own guardrails — from watermarking AI-generated content to legal reviews of tool usage.
Ajit Narayan, Chief Marketing Officer, Socxo
You can learn only by using the tools and evaluation. Requires time and effort to be spent by agencies and marketers to invest quality time behind playing with the tools to catch it from the evolution of AI instead of waiting for full blown availability in which case the learning curves might get complicated folks will miss out.
And not to forget, it is highly enjoyable to play with these tools as of now and experiment. So this is the time while the pricing does not seem too heavy as well.As AI blurs the line between human-made and machine-generated content, how should marketers navigate copyright, content ownership, and ethical consideration
This will happen. But even with the speed at which it is going, the blur is not going to get cleared in the near short term. For video it is going to take time. On content ownership and ethics the debates are still raging on. And there will be grey areas which will be used. As we have seen in the case of digital music. It took a long time and is still ongoing but the canvas is in a way set and users have migrated from offline to online music.
