Technically Creative by KoobrikLabs

Can you copyright AI-generated work? If you create a film, image, character or advertisement using generative AI, who actually owns it? If you're a creative company looking to future-proof your business, book a free consultation with KoobrikLabs, the data partner for creative companies. 👉 https://koobriklabs.com/contact/ In this episode of Technically Creative, Orlando Wood sits down with Lisa Oratz, Senior Counsel at Ashurst, to explore AI copyright law, intellectual property ownership, fair use, and how filmmakers, artists, advertising agencies and creative companies can legally protect work created using generative AI. Lisa specializes in technology, entertainment and intellectual property law, advising studios, production companies, artists and technology businesses navigating the rapidly evolving legal landscape surrounding artificial intelligence. One of the biggest misconceptions about generative AI is that anything created using AI cannot be copyrighted. Lisa explains why that's not necessarily true. She discusses how her team secured copyright registration for Critters, an AI-assisted animated short film, by demonstrating meaningful human authorship through scripting, editing, modification and the selection and arrangement of AI-generated material. The conversation explores what constitutes sufficient human creative involvement, whether detailed prompts and storyboards can establish copyright protection, and why AI-generated characters and individual assets present particular legal challenges. They also examine the major AI copyright lawsuits involving Anthropic and Meta, the fair use debate surrounding AI training data, and how creators can minimize infringement risks when using generative AI tools. Finally, Orlando and Lisa discuss AI-generated actors, digital replicas, Tilly Norwood, SAG-AFTRA and how artificial intelligence could change the future of filmmaking and creative ownership. In this episode: Can AI-generated films, images and characters be copyrighted? How human authorship establishes copyright protection for AI-assisted work The story behind Critters and its successful copyright registration AI prompts, storyboards, editing and intellectual property ownership Anthropic, Meta, AI training data and the fair use debate How creators can protect their work and reduce copyright infringement risks Synthetic actors, digital replicas, Tilly Norwood and SAG-AFTRA What AI copyright law means for the future of filmmaking and advertising Technically Creative is a technology podcast for people who don't necessarily think of themselves as tech people, hosted by Orlando Wood, CEO of KoobrikLabs. This episode is sponsored by the Future of Life Institute, a nonprofit organization working to ensure that transformative technologies, including artificial intelligence, benefit humanity while reducing their potential risks. #AICopyright #GenerativeAI #CopyrightLaw #AIFilmmaking #TechnicallyCreative

How is AI actually changing professional film and advertising production? Technically Creative is brought to you by KoobrikLabs, the IT and AI partner for creative companies. In this episode of Technically Creative, Orlando Wood sits down with Ryan Black and Kyt Janae from Luma AI to explore how generative AI is moving beyond individual image and video generation and into professional filmmaking, VFX, advertising, pre-production, post-production, and hybrid production workflows. Luma is building AI tools designed around the way professional creatives actually work. Ryan and Kyt explain Luma Agents, a multimodal creative platform that combines Luma’s image and video models with other leading AI models, while Kyt explains her role as a Forward Deployed Creative, working directly with creative teams to integrate AI into existing production pipelines. The conversation explores a fundamental shift in creative production: AI can allow filmmakers and creative teams to explore dozens or hundreds of possibilities before committing enormous time and money to execution, while maintaining the specificity, consistency, control, and collaboration professional work requires. They also explore hybrid filmmaking, including Luma’s work with filmmaker Jon Erwin, Wonder Project, and AWS, where live actors, motion capture, virtual production, volume stages, VFX, and generative AI are brought together into a more collaborative production process. Ryan and Kyt discuss how AI can help with previs, storyboarding, set extensions, VFX, character consistency, localization, post-production, and creative iteration, while allowing experienced artists and filmmakers to remain in control of the work. And Kyt makes an important point: as these tools become more capable, creative thinking becomes more valuable. The model can generate possibilities. It still needs someone with an idea worth pursuing. We explore: How Luma Agents work inside professional creative workflows What a Forward Deployed Creative actually does Why AI production is moving beyond the one-prompt workflow How filmmakers can explore hundreds of creative possibilities before committing to execution AI-assisted filmmaking, VFX, previs, and post-production How hybrid production combines live actors, virtual production, motion capture, and generative AI Luma’s work with AWS, Wonder Project, and filmmaker Jon Erwin Why experienced filmmakers and artists remain essential to AI workflows How AI can give creative teams greater speed, specificity, consistency, and control Robert Rodriguez using AI to explore ideas he has carried for decades Why AI could make previously too expensive or complicated creative ideas possible How professional film and advertising workflows are changing This is a conversation about what happens when generative AI stops being something creatives experiment with on the side and starts becoming part of the professional production pipeline. For filmmakers, producers, VFX artists, advertising creatives, agencies, studios, and anyone trying to understand how AI is changing film production, this is a practical look at what the next creative workflow could actually look like. Technically Creative is a technology podcast for people who don’t necessarily think of themselves as tech people, exploring how AI and technology are changing film, television, advertising, media, and the creative industries.

What happens when the agency advising a client on who should produce its advertising also has a financial interest in producing the work itself? Technically Creative is brought to you by KoobrikLabs, the data partner for creative companies. In this special episode of Technically Creative, Orlando Wood sits down with Steve Davies, CEO of the UK’s Advertising Producers Association (APA), and Matt Miller, President and CEO of the Association of Independent Commercial Producers (AICP), to discuss the growing fight over WPP, in-house agency production, independent production companies, competitive bidding, and the future of commercial production. The conversation follows a WPP memo encouraging agencies to move production toward WPP Production and offering guidance on how to respond when clients request competitive bids. The memo has triggered a major reaction across the advertising production industry. Steve and Matt make an important distinction: agencies can produce and compete for work. The issue is whether an agency can fairly compete for that work while also influencing the process that determines who wins it. That opens up a wider conversation about the traditional triple-bid system, conflicts of interest, transparency, pricing, talent, and what genuine competition provides to advertisers. They also explore the role independent production companies play in discovering and developing directors, investing in creative talent, and supporting careers across production, editing, VFX, and music. As holding companies build larger internal production capabilities, what happens to the ecosystem that develops the next generation of talent? The conversation also looks at generative AI, changing advertising economics, the growth of social content, pressure on holding companies, and how independent production companies are adapting as the commercial production business changes. We explore: Why the WPP production memo caused such a strong industry reaction In-house agency production and potential conflicts of interest Why the triple-bid system matters to advertisers The difference between internal bids and genuine market competition How independent production companies develop directors and creative talent How AI and changing advertising economics are reshaping production What production companies can do to adapt What marketers should ask their agencies about production and competitive bidding This is a conversation about who controls commercial production, what fair competition looks like, and how clients, agencies, holding companies, and independent producers navigate a rapidly changing advertising industry. Technically Creative is a technology podcast for people who don’t necessarily think of themselves as tech people, exploring how technology is changing advertising, film, television, media, and the creative industries.

AI is forcing one of the biggest copyright debates in decades. So what does copyright law actually say about training AI on creative work? This episode is paid for by the Future of Life Institute. In this episode of Technically Creative, Orlando Wood sits down with Keith Kupferschmid, CEO of the Copyright Alliance, to unpack the increasingly complicated relationship between artificial intelligence, copyright, fair use, creators and the companies building generative AI. Keith represents a coalition that includes individual creators as well as organizations across film, television, music, publishing, photography, journalism and other copyright industries. He argues that generative AI presents a fundamentally different challenge because AI models can be trained on copyrighted works and then produce material that competes in the same markets as the people who created the original work. But what does copyright law actually say about that? Keith explains an important distinction that often gets lost in the AI copyright debate: the legal question surrounding the copying of copyrighted material during AI training is separate from the question of whether an AI-generated output is substantially similar to an original work. From there, Orlando and Keith dig into fair use, licensing, market harm, training data, pirated material and the growing number of AI copyright lawsuits working their way through US courts. They discuss why different types of creative work may produce very different legal outcomes. A language model trained on books but used to write résumés presents a different fair-use question from an AI music system trained on music to generate more music. Keith explains why he believes cases involving music, journalism and some visual imagery may provide particularly strong tests of the fair-use argument. The conversation also looks beyond the lawsuits to the question that matters for the future: if AI isn't going away, how do we build a system that works for creators and technology companies? Keith proposes three essential ingredients: licensing, transparency and safeguards. And while Keith is forceful about protecting copyright, this isn't a conversation about rejecting AI. He believes creators can use artificial intelligence productively and responsibly while remaining in control of their creative work. As he puts it: “Don't put AI in the control room.” We explore: How copyright law applies to generative AI and AI training data The difference between input infringement and output infringement Whether training AI on copyrighted material can qualify as fair use Why permission, compensation and licensing matter to creators The major AI copyright lawsuits moving through US courts Why different courts are reaching different conclusions about AI and fair use How market harm affects the fair-use analysis Why AI-generated music presents a particularly interesting copyright case Copyright issues affecting writers, musicians, filmmakers, photographers and software developers Why Keith believes licensing, transparency and safeguards could provide a path forward How creators can use AI without surrendering creative control Why AI copyright law may take years to become clearer For artists, filmmakers, writers, musicians, photographers, publishers, creative companies and anyone trying to understand the fight over AI training data and copyright, this is a practical explanation of what the law says today, where the uncertainty remains, and what a workable future could look like. Technically Creative is a technology podcast for people who don't necessarily think of themselves as tech people, exploring how AI and technology are changing film, television, advertising, publishing, media and the creative industries. This episode is sponsored by the Future of Life Institute.

Can AI and traditional film production actually coexist? Technically Creative is brought to you by KoobrikLabs, the IT and AI partner for creative companies. In this episode of Technically Creative, Orlando Wood sits down with Toby Walsham, founder of Imagine This and Made By Humans, to explore what happens when an experienced live-action producer builds an AI creative studio from inside the advertising and commercial production industry. Toby started his career at Framestore and built his career producing ambitious live-action work before founding Imagine This. Then generative AI arrived, and he saw an opportunity to build something new. The result was Made By Humans, an AI creative studio built around experienced production talent and a belief that artificial intelligence doesn't have to exist separately from traditional filmmaking, advertising production and creative craft. Toby talks openly about the decision to launch an AI roster at a time when parts of the creative industry were deeply skeptical of generative AI, the response from agencies and clients, and what he's learned from actually putting AI production into practice. This is a conversation about AI in advertising, generative AI, commercial production, filmmaking, creative technology and the changing production industry, grounded in the experience of someone who still loves being on a physical film set. Because Toby isn't trying to choose between AI and live action. He's building a business around both. We explore how AI is changing commercial production, where generative AI fits into existing production workflows, what clients actually want from AI studios, and why experienced producers and craftspeople still matter when the tools themselves can generate extraordinary amounts of content. Toby also reflects on the larger ecosystem he's building around Imagine This and Made By Humans, why innovation was one of the founding principles of the company, and why he ultimately decided that experimenting with AI was worth the risk. As he puts it, he would have regretted not trying. In this episode: How Toby Walsham went from live-action production to building an AI creative studio The story behind Imagine This and Made By Humans What an AI creative studio actually does Generative AI in advertising and commercial production Why Toby was initially concerned about launching an AI roster How agencies, brands and the production industry are responding to AI AI production versus traditional live-action production Why experienced producers and creative craftspeople still matter How AI can become part of existing creative and production workflows The opportunities and challenges facing AI production companies Why innovation doesn't have to mean abandoning traditional filmmaking How Imagine This and Made By Humans can grow alongside each other Why Toby believes he would have regretted not taking the risk For filmmakers, producers, advertising creatives, agencies, brands and anyone trying to understand how generative AI is actually changing creative production, this is a practical look at what happens when the people who already know how to make the work start experimenting seriously with new tools. Technically Creative is a technology podcast for people who don't necessarily think of themselves as tech people, exploring how AI and technology are changing film, television, advertising, media and the creative industries.

A special live episode recorded at British Arrows. This panel explores how AI is reshaping creative work, from workflows and production systems to decision-making and craft. As more companies adopt AI tools, the real challenge is shifting from experimentation to implementation, redesigning how work actually gets done. We discuss the gap between AI adoption and real impact, why most organizations are still layering AI onto existing workflows, and what changes when you move toward AI-native systems. The conversation also looks at agents, automation, and the evolving role of creative professionals in an AI-driven environment. At the center of it all is craft. What remains human, what becomes automated, and why judgment, taste, and creative instinct are becoming more valuable, not less. Recorded live at British Arrows, this is a conversation about the future of AI in creative industries, including film, advertising, and media. Technically Creative is brought to you by KoobrikLabs, the AI transformation partner for creative companies.