Practice area

AI Law & Synthetic Media

A legal framework for understanding artificial intelligence as a source of risk, an object of rights, a driver of liability, and a structural factor in corporate and investment decisions. This page is a hub that connects topic hubs, related practice layers, and legal analysis.

AI changes legal assumptions about authorship, consent, traceability, and accountability — particularly when AI outputs replicate human identity or operate across jurisdictions.

How we frame AI legally

AI is analysed across governance, rights and ownership, liability allocation, and cross-border exposure — with particular focus on synthetic media and digital likeness.

Governance & accountability

Digital likeness

IP & data rights

Liability allocation

Overview

Why AI requires a dedicated legal lens

AI is not simply “IT + IP”. It introduces legal uncertainty at scale: authorship, consent, provenance, accountability, and cross-border enforcement — often in the same business workflow.

What changes with AI

Outputs may not be attributable to a single author, decision-maker, or jurisdiction.
Training and inference stages raise different sets of rights and compliance questions.
Synthetic media can replicate identity (face, voice, gestures), triggering distinct legal regimes.
Liability often shifts from intent to governance: controls, auditability, and documented decisions.
Scaling across borders makes “local compliance” insufficient as a risk strategy.

Audit trail

Consent

Provenance

Disclosure

Cross-border

Core legal dimensions

Governance & risk: roles, controls, review gates, documented accountability.
Rights & ownership: models, datasets, training materials, outputs, licensing boundaries.
Likeness & identity: digital persona as a commercial asset and reputational risk.
Liability: contractual allocation and non-contractual exposure from AI-driven outcomes.
Structure: how AI assets are held, transferred, separated, and valued.

Topic hubs

AI Law & Synthetic Media: structure of the practice

The Practice Area is organised into three topic hubs. These are legal clusters — not services — intended to structure risk analysis and legal decision-making for AI-enabled projects.

Governance

AI Governance & Risk

Legal governance of AI systems at company and group level: accountability, documentation, controls, and cross-border exposure.

Governance frameworks and evidence of compliance
Regulatory positioning and reasoned legal opinions
Risk allocation and liability mapping
Cross-border compliance constraints

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Flagship

Digital Likeness & AI Avatars

Face, voice and persona as legal and commercial assets in synthetic media — with licensing, control, and reputational safeguards.

AI avatar licensing terms and usage boundaries
Ownership structuring for digital persona assets
Transactions and due diligence for synthetic media
Advertising and disclosure compliance

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Structure

AI Structuring & Investments

AI in corporate structuring, investments and transactions: ownership, separation of assets, valuation sensitivities, and risk concentration.

AI due diligence for VC / M&A
AI IP ownership and spin-offs
Jurisdictional structuring of AI groups
Transferability and licensing constraints

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Legal questions

Where AI disputes and compliance problems typically start

Practice experience shows that AI-related issues tend to concentrate around ownership, consent, accountability and cross-border enforceability. Below are recurring legal questions that define the risk perimeter.

Recurring problem statements

Can we lawfully train on this data or content — and what evidence will we need later?
Who owns the model, the dataset, and the generated outputs — and can these rights be transferred?
What is the legal status of a voice, face, or persona reproduced by AI?
How do we allocate liability between developer, deployer, and customer in contracts?
What disclosures are required when synthetic media is used in advertising or endorsements?
Which jurisdiction’s rules will apply if data, users, and infrastructure are distributed?

Ownership

Consent

Disclosure

Liability

Evidence

What “good legal posture” looks like

Documented governance (roles, approvals, audit trail) rather than informal accountability.
Clear chain-of-title for datasets, models, and outputs (including third-party inputs).
Contract architecture that reflects real risk flows and realistic enforcement.
Consent and control mechanisms for digital likeness (including revocation logic).
Disclosure and compliance approach aligned with target markets and platform distribution.

For identity-driven AI projects, start with the Digital Likeness & AI Avatars hub.

Related layers

Where AI intersects other legal work

AI Law is cross-disciplinary by nature. The topic hubs above connect to adjacent legal layers where the same risks are addressed through regulation, IP, corporate governance, and cross-border structuring.

Services

Regulatory & Compliance

Compliance frameworks and internal controls relevant to AI governance, disclosures, and regulated-sector constraints.

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Services

IT & Intellectual Property

Ownership, licensing, and documentation around code, models, datasets, and platform legal architecture.

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Services

Corporate & Commercial Law

Governance and contracting layer for AI-enabled businesses: group structure, decision rights, and risk allocation.

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Services

International Structuring

Cross-border structuring of AI assets and operations, aligned with jurisdictional constraints and enforceability.

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Insights

Legal analysis, cases and market practice

This hub aggregates long-form legal analysis (Insights) and applied updates (Blog) on governance, digital likeness, transactions, and synthetic media disputes.

Insights (evergreen)

AI governance frameworks, evidence and auditability standards.
Rights in datasets, model components and output licensing constraints.
Digital likeness: consent, control, commercialisation and dispute readiness.
Cross-border AI compliance: localisation, transfer restrictions and enforcement.

Browse all publications on Insights.

Blog (practice & cases)

AI avatar incidents, celebrity likeness cases, and endorsement disputes.
Regulatory developments impacting AI-enabled products and marketing.
Deal notes: common red flags in AI due diligence.
Operational lessons: documentation gaps that become litigation issues.

Browse updates on Blog.

Working with AI or synthetic media?

Describe your use case in a few lines: what the AI does (content generation, avatars, voice cloning, automated decisions), where it is deployed (markets / platforms), and whether identity (face/voice/persona) is involved. We will help you map the legal dimension: rights, consent, liability, and cross-border exposure.

This is a Practice Area hub. The goal is legal orientation — not a service order.

Good starting points:

“We generate marketing content with AI and need safe disclosure / rights posture.”
“We build or license AI avatars, voices, or digital personas.”
“Our product uses automated decision-making that affects users.”
“We operate across jurisdictions and need a cross-border compliance map.”

Start with the relevant topic hub if you want a structured entry point.

Navigation

Continue within AI Law

If you are mapping an AI product or an identity-driven synthetic media use case, start with the relevant topic hub.

Hub

AI Governance & Risk

Accountability, evidence, cross-border exposure, and liability mapping.

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Hub

Digital Likeness & AI Avatars

Identity as an asset: licensing, control, compliance, and disputes.

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