Next year will see an increasing number of restaurant businesses in the UK getting caught out by the intellectual property (IP) pitfalls that exist from generative artificial intelligence (AI), predicts a leading business lawyer.
Marcus Collins, IP partner at Irwin Mitchell in London, says generative AI is a game changer for the sector and predicts that similar to the more established predictive AI which is already widely used, the technology’s usage will grow exponentially in 2024.
Generative AI is gaining momentum as a powerful technology that can revolutionise the hospitality industry. By autonomously creating new content, such as advertising copy, visuals, music, and website content, generative AI offers the hospitality sector the potential for increased efficiency, cost-effectiveness, and fresh creative perspectives.
However, alongside the opportunities, Marcus Collins, says restaurant businesses must be aware of the legal implications and intellectual property risks that come with using generative AI. The extraction and reassembly of information from existing works raise concerns about copyright infringement, design right infringement, and trade mark infringement must navigate the complex legal landscape to avoid potential disputes and protect their business interests.
Marcus Collins said: “Restaurants can leverage this technology to streamline their operations, enhance customer experiences, and gain a competitive edge. However, as generative AI becomes more widely used, there is an increasing risk that more and more will get caught out in 2024.
“To harness the potential of generative AI while safeguarding their interests, restaurants and other businesses in hospitality trade must adopt proactive measures. It is crucial to ensure that the datasets used by generative AI platforms are free from copyright materials or obtained with the necessary licenses and permissions. Businesses should also establish robust systems for reviewing and evaluating AI-generated content to verify its accuracy and legality.
“Generative AI offers exciting opportunities, enabling hospitality firms to enhance their operations and engage customers in innovative ways. However, it is essential to be mindful of the intellectual property challenges involved. By taking proactive steps to navigate the legal complexities, companies in the sector can effectively utilise generative AI while safeguarding their business interests.”