AI in Communications: Copyright or Copyright Illusion?
25 April 12:41
Artificial intelligence is no longer a fantasy. It is your copywriter, analyst, designer, teacher, and PR manager. But who is in charge? You or the algorithm? Amidst the rapid technological transformation that is sweeping through media, business, and education, the question of the boundaries between human creativity and machine efficiency is not just becoming relevant, it is becoming crucial. In the discussion “AI in Business Communications and PR. What are the Benefits and Hidden Threats?” was attended by leaders from various fields, from corporate communications and marketing to law and journalism. The focus was not only on the possibilities of AI, but also on its shadow side: from the disappearance of middle managers to a potential disaster of trust in the media space. How AI will transform communications, PR, journalism, education, and marketing. Who will be responsible for the fake created by the algorithm. And why businesses should no longer ignore digital risks – read more in "Komersant Ukrainian" article.
As part of the discussion, the country’s leading experts openly shared cases, figures, risks, and forecasts. Oleg Davydenko, Director of Corporate Communications at Metinvest Group, spoke at the first panel “Communications in the AI Age: “Business Case Studies” shared his practical experience of using AI in the work of PR specialists.
“We divide the work into front-end – texts, graphics, visuals – and back-end – data analysis, automation. AI is already helping, but not replacing. Quality remains with people.”
Oleg Davydenko
AI opens up new opportunities, for example, in the creation of user-generated content, but at the same time generates information noise that is difficult to control, Davydenko said. At the same time, he emphasized the threat of a gradual loss of mid-level specialists in the industry.
“In 10 years, we may find ourselves without middle managers. And thus, without future top managers who could manage the reputation of companies.”
Oleg Davydenko
Tymofiy Mylovanov, President of the Kyiv School of Economics and former Minister of Economic Development, spoke about educational experiments using AI.
“We are testing AI assistants that replace seminars. They adapt to the student’s learning style and prove to be more effective than live classes. This will potentially disrupt traditional higher education.”
Tymofiy Mylovanov
He also demonstrates how AI has changed the approach to personal PR:
“With the introduction of AI, my reach has grown many times over. We get 690 million views per year thanks to structured data management. I receive analytical digests every day and choose which topics to move forward with – all thanks to AI.”
– says Milovanov
Both experts agree: AI is not a panacea but a tool. Its effectiveness depends on people using it. However, these people must not lose themselves in the pursuit of automation, otherwise we risk losing the depth, quality, and strategic vision of the communication profession.
Alyona Kaplina, PR&comms manager at EKO MARKET supermarket chain, emphasized the risks of uncontrolled use of AI by employees:
“Your employees are already using AI – from mobile phones, from personal accounts, without instructions and often without permission. Bans do not work. You need clear rules and training.”
Alyona Kaplina
The manager urged businesses to create internal codes of ethics and corporate policies for the safe use of AI.
“It is better to give a calculator than to look for calculations in someone else’s laptop. If AI is a tool, then an employee is responsible for it. If it is a company’s decision, it is the responsibility of the business. Do not leave gray areas. This is a risk for both security and reputation.”
Alyona Kaplina
On the other hand, Vitaliy Ivanov, Head of Retention Marketing at Netpeak Agency, presented examples of effective use of AI in marketing:
“A chatbot based on ChatGPT allows not only simplifying interaction with customers but also making it personalized and contextual. It saves time and increases efficiency.”
Vitaliy Ivanov
According to Ivanov, the integration of AI into chatbots opens up new horizons in the automation of routine tasks and allows you to work more accurately with the audience:
“AI learns from our data, analyzes reactions, and constantly improves results. This is not just automation, it is the evolution of the service.”
Vitalii Ivanov
Thus, businesses can no longer ignore AI. It is time not only for experiments but also for responsible implementation.
Human vs. algorithm: how AI is changing the rules of the game in creative industries
Dmytro Samolyuk, Head of Digital Media Group at We Are Ukraine, emphasized the critical role of humans in the functioning of artificial intelligence in journalism.
“What will AI generate if all journalists stop asking for news? If there is no input, there will be no output,”
– said Dmytro Samolyuk.
He emphasized that AI models are trained on content that is sometimes created for propaganda purposes. As an example, he cited the case when pro-Russian figures bought massive amounts of media materials to manipulate the information space. Samolyuk also drew attention to the problem of reduced visibility of AI-generated content on the part of platforms.
“YouTube and Google underestimate the coverage of videos and websites where artificial intelligence is used without human intervention. The algorithm sees that it is ‘inanimate’ and mutes it.”
Dmytro Samoliuk
At the same time, the Head of Digital Media Group at We Are Ukraine recognizes the benefits of AI for generating ideas and developing creativity if the tools are used consciously. He says neural networks are a source of inspiration. But only a person can determine which idea is really worthy of attention.
Yulia Maltseva, Senior PR Specialist at SoftServe, shared her practical experience of implementing artificial intelligence (AI) in the work of an IT company, both in internal processes and in working with clients.
“In 2023, we explored the use of AI in development teams and saw a 45% increase in productivity. This was the impetus for creating our own internal knowledge search system, Sophie, which saved up to 66.7% of the time spent searching for documents,”
– says Yulia Maltseva.
AI is also actively used in creative work, for example, the JNI Content Creator tool can reduce the time for creating and adapting visual content by up to 50%. In the PR team, AI helps to search for information, analyze media mentions, create texts, and automate routine processes.
The company also has clear security rules: not to disclose sensitive information, to adhere to ethical standards, and to always check the accuracy of AI-generated data.
“AI is a powerful tool. But it will not replace the soul of the text. The human approach and critical thinking remain key,”
– summarizes Yulia Maltseva.
Olena Derevyanko, Doctor of Economics and Vice President of the Ukrainian PR-League, urges not to dramatize the impact of AI on the creative industry. In her opinion, this is not a revolution, but a logical continuation of technological development, just like the emergence of computers or e-mail.
AI is a tool, not a subject. Its place is in operational processes, under the control of a person who retains responsibility and quality, notes Derevyanko.
“Artificial intelligence is not a subject – it is a tool, no matter how smart it is. We integrate it into processes, but we demand that its traces are not visible.”
Olena Derevyanko
In a world where generative artificial intelligence is increasingly used to create content, the issue of rights to the results of this work is becoming extremely relevant. Dmytro Palyushchenko, Head of Business Support Practice at Juscutum, shared his experience of supporting clients working in the field of AI development and drew attention to the legal status of content created by artificial intelligence. Today, under Ukrainian law, such content cannot be subject to classical copyright:
“It is impossible to register copyright for a picture, text, work, or image created by AI because it is created by a program. But having created content using artificial intelligence, you can use, sell, and license it. The law allows property rights.”
Dmytro Paliushchenko
At the same time, personal non-property rights, such as the right to be considered an author, do not arise. Such works are not endowed with personal non-property rights because they are not created by humans. But if there is a significant creative contribution of a person, such as revision, editing, post-production, it can already be considered an author’s work, the lawyer adds. He also advises to pay attention to the policies of AI services.
“Many providers, such as ChatGPT, currently transfer property rights to the generated content to you. But Copilot, for example, reserves a license to use your content. You need to read the terms carefully.”
Dmytro Palyushchenko
In conclusion, the lawyer emphasized that although the world is just beginning to build a new legal framework, Ukrainian business has every chance to work transparently, protecting its own interests.
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Artificial intelligence and DeepFake in wartime: journalism in a new reality
At a time when hybrid warfare is being waged not only on the battlefield but also in the digital space, the use of artificial intelligence and DeepFake technologies in journalism has become a hotly debated issue. At the third discussion panel “DeepFake and AI in the Age of War: “Rules of the Game for Journalists”, the speakers outlined the “rules of the game” for journalists in an era where every word can be generated by an algorithm.
“We prepare AI, not it prepares us”. Mykola Pidvezianyi, editor-in-chief of Glavkom, emotionally told about a personal incident with a fake spread by a well-known Ukrainian figure.
“We started this event with a conversation with Mr. Tymofiy Mylovanov. I want to say that you are looking at the first victim of what Mr. Milovanov is doing. Last week, he publicly apologized to the publication and to me for spreading fake news. And today we learned that the post was created by an AI, not a human. These are the consequences of digital irresponsibility,”
– noted Mykola Pidvezyanyi.
At the same time, the editor-in-chief of Glavkom added that AI is just a tool.
“We, journalists, create the news. We should not give it subjectivity.”
Mykola Pidvezyanyi
Moreover, Pidvezyanyi believes that the media should have a policy on AI. He warned that some media outlets are already using AI as a source that can lead to massive manipulations.
Artificial intelligence is not just helping today, it is changing the very structure of professions and media. This was stated by AI enthusiast, author of ChatGPT, DALL-E, Midjourney: How Generative Artificial Intelligence is Changing the World, Oleksandr Krakovetskyi during his speech at a professional panel dedicated to the role of AI in the information environment.
“I started working with artificial intelligence before it became mainstream. Today we live in the era of AI-assistant, but tomorrow it will be AI-first,”
– emphasized Krakovetsky.
He also noted that new models of artificial intelligence demonstrate rapid progress in many criteria
“The IQ of models already exceeds 130. On one of the benchmarks, the accuracy increased from 13% to 83% in four months. We simply do not have time to invent new ways to assess progress.”
Oleksandr Krakovetskyi
At the same time, the expert denied the widespread fear of Google’s “pessimization” of AI-generated content.
“Google officially states that they do not pessimize AI-generated content. If an article is of high quality, it does not matter whether it was written by a human or an algorithm.”
Oleksandr Krakovetskyi
Mykola Korchaga, executive producer at Apostrophe, focused on the need for regulation.
“Nothing will happen without legislative regulation. We need to establish that AI-generated content should be labeled.”
Mykola Korchaga
He also advocated the creation of a metadata system and blockchain tracking to confirm the authenticity of content. He also noted that a decrease in the number of open reliable sources will lead to a vicious circle of AI self-learning on its own fake content.
“Fakes are born in an information vacuum. If we fill it with professional content, there will be no room for fake news”
Mykola Korchaga
Svitlana Sheremetieva-Turchyn, deputy general director of RBC-Ukraine, expressed concern.
“I see more threats than help here. AI gives a structured answer right away, and people often don’t even go to the websites. This means fewer views, less advertising, less revenue, reduced editorial staff – and this is just the beginning of the chain,”
– notes Svitlana Sheremetyeva-Turchyn.
The problem, in her opinion, is not only the loss of traffic, but also the quality of content. AI answers are fragments taken out of context. If it is a pie recipe, it is not a big deal. But when it comes to health or safety, there is something to think about, says the deputy general director of RBC-Ukraine.
Oksana Shcherbak, editor-in-chief of Kommersant Ukrainian
“To use artificial intelligence, you need to have intelligence. It is just a tool. Without human intervention, without journalistic experience, the text is dead,”
– Oksana Shcherbak is convinced.
She emphasizes that even when AI imitates a live text, its template and clichédness give the machine away. It has a style, and over time, everything sounds the same, regardless of the topic.
Summary
Despite the skepticism, the panelists summarize that the potential of new technologies lies in the creation of virtual studios, audio news, and analytics. However, they emphasize the need for clear labeling and regulation of AI use, in particular, in terms of copyright.
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