[PODCAST] EP040 – Shelley Rostlund & Stephen Ruse

Artificial Intelligence right now, and where your creative ownership lies

Apr 5, 2024 | Brand

Originality and Intellectual Effort

I know your time is valuable. These show notes give you the gist of the episode, what is covered, any links or resources talked about in the show, and also gives you a few ways to listen, watch or digest this episode.


This episode’s topic, in a nutshell…

There is so much going on right now in the world of Artificial Intelligence and it’s all moving incredibly fast.

In my conversation this week we take a step back to take a realistic view of the world, as of right now – 5 April 2024, to see how the onslaught of AI is affecting our right to ownership of the things we are creating for ourselves, as well as where the risks lie in others using our value, voice or even likeness without our permission.

To shed some light on this subject, I spoke with a brilliant and knowledgeable business friend, Stephen Ruse, who specialises on the legal aspects of Intellectual Property and IT – in this episode he shares his experience and professional thoughts on this topic.



In this episode we walk through:

  • High Level definition of AI and the four stages:
    • Reactive Machines (e.g. Deep Blue – AI playing chess against grand master)
    • Limited Memory (has no long-term memory, like self-driving cars)
    • Theory of Mind (understanding that people make decisions based on emotions, feelings and lots of different elements)
    • Consciousness / Sentient (where the machine / AI actually has self-awareness)
  • Is content created by AI truly original, meaning it is protectable? It’s tricky to navigate, is our own content original when we’re continually learning?
  • Ownership: Is the user or the software creator the owner to the legal rights of the IP created by AI?
  • The cloning our voices and/or our likeness: are they ours? We’re seeing deep fakes everywhere; it’s frightening to think how this technology can be used.

AI is evolving at what feels like lightspeed and we can’t ignore it, there is a lot of work and decisions to be made to regulate the use of AI, certainly to protect us business and brand owners in the context of IP.

I’d love to hear how you feel after weighing up the fears and risks with the potential for good, which artificial intelligence also holds for us all, as subject matter experts.

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A bit more about Stephen Ruse

EP020 – Shelley Rostlund & Stephen RuseStephen Ruse is a senior associate at Howes Percival, a legal firm which has 7 offices in the UK and supports clients around the world.


Stephen’s specialism is in Intellectual Property and IT – he advises his clients on areas like: registering and protecting their trademarks, IT and Software agreements, and in commercialising their IP.


Find out more about him on the howespercival.com website or connect with him on LinkedIn.