Artificial intelligence: Understanding intellectual property

AI makes it all too easy to use someone else’s ideas, images or words, without even knowing you’re doing it. Here we outline some of the key concepts around intellectual property and ways you can make sure your charity makes the most appropriate ethical choices around using AI.

 

 

What is intellectual property?

 

Intellectual property refers to something that’s been created or invented. As defined on Gov.uk: “Intellectual property is something that you create using your mind – for example, a story, an invention, an artistic work, or a symbol.” For your charity, that could be anything from your logo, through to photos, videos, guidelines, or reports.

 

The way intellectual property is protected is through copyright law. Without protection, anyone could copy, use, or reproduce your charity’s intellectual property assets. That means, for example, that you might not be credited for a research project your charity has carried out, or that your images could be used for purposes unconnected to your cause.

 

 

What is copyright?

 

Whenever someone creates a painting or song, writes web content or code, they automatically own the rights to it. It’s a way of protecting the work so it can’t be reproduced, stolen, or copied without the permission of the artist or creator. Copyright permission is given automatically and creators get it without having to apply or pay a fee. It usually lasts for the creator’s lifetime and 70 years after their death.

 

 

What is plagiarism?

 

If you use someone else’s work without giving them the appropriate credit, you are committing plagiarism. In essence, that means you’re attempting to pass someone else’s work off as your own. This is not illegal, but it is unethical, and can severely damage your reputation.

 

 

What is copyright infringement?

 

If you want to use someone else’s intellectual property, you have to ask for permission to use it, which may involve a fee. Breaching copyright or copyright infringement means that even though you may have credited the creator, you haven’t met their copyright requirements (or the terms of their licence).  

 

 

AI and intellectual property

 

Copyright and plagiarism become especially murky when it comes to using AI. Generative AI mines data, including websites, reports, books, photographs, and images, most often without crediting its creators, let alone gaining permission to use them. So when you’re using generative AI, you’re at risk of plagiarising someone’s work, without even knowing it.

 

The future of copyright and AI in the UK is uncertain, with the government’s recent report on copyright and artificial intelligence stating: “We must take the time needed to get this right. We will not introduce reforms to copyright law until we are confident that they will meet our objectives for the economy and UK citizens.” The government is continuing to gather evidence before changing current copyright law.

 

 

The impact of AI plagiarism

 

Plagiarising someone else’s work, whether knowingly or not, can damage your charity’s reputation. Charities in particular, rely heavily on people’s trust. Public trust in your charity can impact donations, volunteering, and overall support – so avoid anything that can knock your reputation, including using intellectual property without the correct permissions or credits. And in terms of AI, think carefully before using generative AI imagery. Recent research by the University of East Anglia found that using it risks a breakdown in authenticity and trust, even if it’s clearly labelled as AI.

 

There’s also the potential threat of legal issues, so always make sure you have clearance for any materials you use. Managing the fallout of using intellectual property without the correct permissions costs time and money. To keep things simple, you might opt to use royalty and copyright-free downloads or images. Take a look at our suggestions for sourcing copyright-free audio and video.

 

 

How to minimise risks around copyright and AI

 

Here are five simple actions you can take to avoid AI plagiarism compromising your charity.

 

 

Undertake thorough research

 

Know where your information comes from. For example, rather than relying on Google Overviews, go to specific sources and double-check the information you want to use.

 

 

Cite trustworthy sources

 

When you carry out research, always use trustworthy sources, making sure you clearly cite them. This will include using quotation marks for direct quotes, along with standardised referencing formats. Factor in time to do this, so you’re not tempted to rush it. 

 

 

Always use human oversight

 

Check for inaccuracies and plagiarism by editing, re-writing, and checking original sources. Avoid copy and pasting from AI – and never do so when you’re going to publish externally.

 

 

Use AI spotter software

 

Tools, such as Originality.ai can help indicate AI content, as well as fact checking and flagging up any issues around plagiarism. If you’re concerned your content could be using uncited sources, use one of these tools and inquire further with those responsible in your team.

 

 

Be transparent about when you’ve used AI

 

If you’ve used AI to form a report or image, be transparent about the fact that you’ve used it and in what way.