ARTIFICIAL INTELLIGENCE (AI), COPYRIGHT LAW, AND THE RISKS FOR SMALL ENTREPRENEURS

Abstract

The increasing integration of artificial intelligence (AI) into creative processes has sparked debates on authorship, originality, and legal responsibility, particularly among small entrepreneurs in Brazil. This article aims to clarify the risks and precautions associated with AI-driven content production, offering essential guidance to safeguard brands, products, and legal integrity in an ever-evolving digital environment. In recent years, the concept of authorship has been redefined, especially in cultural and phonographic production, where digital technology has enabled independent producers to assume multiple roles, fundamentally changing the understanding of authorship and entrepreneurship in music. This transformation is further intensified by AI, which automates creative processes and raises questions about the legitimacy of authorship. The impact of AI is also evident in authorial design, where entrepreneurs face challenges in protecting their creations. Leitão (2023) highlights that continuous technological updates require entrepreneurs to have a high level of technical and legal knowledge to ensure the originality of their works. While AI can optimize processes, its indiscriminate use may lead to copyright conflicts. In this context, adopting preventive measures is crucial to avoid legal disputes and ensure the authenticity of entrepreneurial initiatives. Responsible AI usage is a decisive factor in the sustainability of creative businesses, as copyright violations can compromise the reputation and viability of these ventures.