Who owns the rights to AI imagery?

It is the question every brand asks before signing off, and rightly so. You are about to put these images on a campaign, so you need to know you can use them, everywhere, without a surprise later. Here is the plain version.

What you are actually buying

When you commission work from me, the deliverables are yours. Full commercial rights transfer to you on delivery. You can use the images across ads, e-commerce, out-of-home, packaging and social, for as long as you like, without paying again. No usage windows, no per-placement licensing, none of the renewal fees that come with a lot of traditional stock and photography contracts.

The part people worry about: can AI images be owned at all?

This is where it gets nuanced, and where honesty matters. In several countries a purely machine-made image with no human authorship can be hard to protect by copyright on its own. In practice this rarely bites a brand, because the value you hold is not just the pixels. It is the direction, the brand world, the specific art-directed result, and everything around it: your trade marks, your product, your campaign. What matters commercially is that you can use the work freely and that no one else has a claim over it. That is what I make sure of.

What I check before I hand anything over

• The tools I use grant commercial rights to their outputs under their terms.
• No recognisable real person, logo or third-party artwork appears without the right to use it.
• Nothing is built to copy a living artist's signature style or a specific protected work.
• You receive clean final files, yours to use commercially and in perpetuity.

The honest caveat

I am a creative studio, not a law firm. For a high-stakes campaign, or anything involving a real ambassador, a celebrity likeness or a regulated claim, run it past your own legal team as well. I will give you everything you need to make that simple: what was used, how, and what you are free to do with it.