A production checklist for copyright, platform licences and client usage rights when commissioning AI video in Poland and Europe.
A brand cannot establish ownership of an AI video simply by paying for a generation tool. For a campaign in Poland or Europe, check the human creative contribution, the tool’s licence and the rights to every supplied asset. The production agreement should then state what the client can use, where and for how long.
Start with the law that applies to the campaign
Poland’s Copyright and Related Rights Act defines a protected work by its creative and individual character. It also sets rules for transferring economic rights and identifying fields of exploitation. Those provisions are a starting point for reviewing a commissioned film; they do not establish that every AI-generated element is protected. See the Polish Act, Articles 1, 41 and 50 [1].
Ask counsel to review the actual work and intended markets. Do not use a headline about a US decision as a conclusion about a Polish or European campaign. This article is a production checklist, not a legal opinion on a particular asset.
Separate a platform licence from copyright
The US Copyright Office’s January 2025 report distinguishes human-authored expression from material generated by AI. Its guidance concerns US copyrightability; using AI does not automatically disqualify an otherwise protectable work [2].
For commissioning purposes, keep two questions separate: does the provider permit the proposed commercial use, and what rights can the producer actually grant? Ask for the applicable plan and terms, plus any limits affecting client delivery. A paid subscription alone is not evidence of exclusive rights to the whole film.
Document the creative work and the source assets
Keep the approved script, storyboard, edit decisions and compositing project alongside the final master. Record who supplied photographs, music, voice recordings, logos and footage, and what permissions cover them. This is a recommended evidence trail, not a guarantee of copyright protection.
A useful handover separates original production work, client materials and third-party assets. If a rights question remains unresolved, identify the affected shot before approval. Replacing one element early is easier to assess than accepting an unexplained warranty covering everything.
Make the client agreement specific
Describe the deliverables and planned uses: paid social, a website, broadcast, events or other named channels. Ask counsel to specify the relevant fields of exploitation, territories, term and whether rights are licensed or transferred. Do not assume that sending a video file transfers copyright.
Also agree whether the client receives editable files, can make new versions, or can pass assets to another supplier. These are commercial decisions that should be resolved in the contract, rather than inferred from the phrase ‘full rights’.
Resolve the rights questions before the final edit
Before commissioning, send the production team the intended markets, placements and any exclusivity requirement. Ask which assets need separate permission and who will obtain it. Request a written explanation when the answer is uncertain.
AI25 combines AI video, live action, 3D, VFX and post-production. Explore the service scope below, then bring your legal reviewer into the brief where the campaign requires a rights assessment. Production documentation supports that review; it does not replace it. Explore our brand film production services.
Sources
[1] Polish Copyright and Related Rights Act, Articles 1, 41 and 50
[2] US Copyright Office: copyrightability report announcement, 29 January 2025
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Quick answers
Process, timelines, pricing & deliverables.
Does paying for an AI tool give a brand copyright?
Payment and copyright are separate questions. Check the provider's commercial-use terms, the human contribution and the rights available under the applicable law.
What should a brand request at handover?
Request the agreed masters, asset and licence records, contributor permissions where relevant, and a clear statement of the rights granted under the production contract.
Can a US copyright decision settle a campaign's position in Poland?
No. Review the applicable Polish and European rules and the intended markets. US guidance can inform the comparison but is not a Polish legal opinion.
Is this article legal advice?
No. It is a production checklist. A qualified adviser should assess the particular assets, agreement and campaign markets.
