The AI rights landscape is fragmented and broken. Over 8 million are deepfakes projected to be shared in 2025, up from 500,000 in 2023.
There’s no central system to track, license or protect digital likeness, voice or creative work. Every creator, brand and platform operates in isolation, leaving ownership disputes and misuse to surface only after harm is done.
Without a standardised framework for handling rights and permissions, there’s no simple or scalable way for talent, agencies or advertisers to collaborate with AI. What should be an era of creative possibility is instead slowed by uncertainty and risk.
As deepfakes and synthetic media accelerate, brands face mounting legal risk from unintentional copyright and likeness infringements. Millions are lost each year through confusion over who owns what and what’s allowed.
The absence of clear rights management affects every stakeholder in the creative economy. Talent lose control of their image, advertisers lose confidence in campaigns and GenAI platforms face growing scrutiny over ethical use.
TrueRights is transforming the licensing space with the first ever platform that enables seamless and interoperable licensing for talent, advertisers and GenAI.
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"We want to be the home of IP and rights for talent. Consent, control, compensation for talent, allowing them to safely work with AI tools moving forwards, this should be a harmonious, exciting opportunity for creatives and creators.”
TrueRights has launched a platform to protect content from being used unlawfully by generative AI software. The platform includes consolidation of approved training data - the images of talent or brands for secure AI use - coupled with tools for brands, talent and agencies to have better visibility of where their content is being used.
“Rather than diminishing creative control, AI offers an opportunity to reimagine IP in a way that is adaptive, personalised and, most importantly, legally sound. However, rigorous workflows, legal frameworks and ethical safeguards will be essential to protect talent, brands and the integrity of the franchise.”
