Generative AI Headlines: OpenAI promises greater copyright safeguards
Global documentary TV market poised for growth as AI reshapes production, AI upends Hollywood as tech giants and startups vie for dominance
McDonald’s has removed a Christmas advert produced with generative AI from its Netherlands YouTube channel following widespread criticism on social media. The 45-second film, released on 6 December and created by Dutch agency TBWA\Neboko and US production house The Sweetshop, depicted holiday mishaps under the slogan “the most terrible time of the year” before pivoting to the fast-food chain as a refuge. Viewers denounced its uncanny characters and stitched-together clips as “creepy” and “poorly edited”, with one calling it the year’s worst ad; McDonald’s took it down on 9 December, describing the episode as an “important learning” in its use of AI tools.
OpenAI promises greater copyright safeguards after Sora 2 floods feeds with iconic characters
OpenAI says it will grant copyright owners “more granular control” over character depictions in its new Sora 2 video generator, which churned out clips of protected figures from SpongeBob SquarePants, South Park, Pokémon, and Rick and Morty after debuting last week on invite-only access. The text-to-video AI tool lets users create short clips from prompts, but rights holders must now opt out in advance to block replicas, the company told studios and agencies ahead of launch. According to the Wall Street Journal, OpenAI pledged to work with owners on blocking requests amid backlash.
Global documentary television market poised for growth as AI reshapes production
The global documentary television market, valued at USD 7.67 billion in 2024, is forecast to expand steadily over the next decade, growing at an annual rate of around 7% between 2025 and 2033. Analysts attribute the rise to a surge in audience interest, technological innovation, and the continued expansion of streaming services. A key driver behind this growth is the increasing use of artificial intelligence in production, which has begun to transform the way documentaries are made. Until recently, documentary filmmaking relied heavily on manual research, editing, and restoration, work that demanded significant time and expense. The arrival of AI tools, capable of performing everything from voice cloning and subtitling to video restoration and automated editing, has reduced both production time and costs. Tasks that once required large post-production teams can now be completed more efficiently, freeing up resources for creative development.
AI also plays a growing role in distribution and discovery. Streaming giants such as Netflix, Disney+, Hulu, and Amazon Prime use algorithmic systems to recommend programming based on viewer preferences, helping niche documentaries find global audiences. A viewer with an interest in true crime, for example, might be guided toward titles such as Curry & Cyanide or Making a Murderer.
The technology’s creative potential extends beyond logistics. In the 2025 documentary Britain and the Blitz, directed by Ella Wright, World War II footage was restored and colourised using AI tools, offering new life to archival material. With a single prompt, filmmakers can now recreate historic scenes or enhance aged visuals, enabling depictions of the past that are both vivid and authentic. As production costs fall and global access to documentaries broadens, the sector is expected to strengthen its foothold within the wider television landscape.
Genies launches AI avatar tools for celebrities
AI companion company Genies, backed by Disney chief Bob Iger, has unveiled creation tools allowing celebrities and talent agencies to build expressive AI identities that converse and engage with fans. The avatars, customisable across looks, behaviour, and play in a six-step process, serve as ready-to-use assets for apps and games, going beyond chat to interactive experiences. Designed to scale for major agencies, the technology enables instant replication of entire talent rosters, with individuals managing their AI companions via a personal portal. Genies, which has raised significant funding from investors including Silver Lake and NEA, positions its platform as a solution amid rising lawsuits over generative AI’s use of likenesses and intellectual property. With that in mind, the company has developed an IP-safe digital asset framework for fan engagement, built to protect every digital identity while ensuring authentic use and allowing talent to benefit from AI’s potential.
AI upends Hollywood as tech giants and startups vie for dominance
The artificial intelligence revolution is reshaping Hollywood’s competitive landscape, empowering specialized AI firms and technology behemoths while upending longstanding production workflows and unlocking fresh strategic opportunities. Generative AI specialists such as OpenAI and Anthropic are drawing massive investments to lead foundational model development, with Moonvalley partnering with Adobe to deliver licensed AI video tools tailored for studios. Tech powerhouses are also manoeuvring aggressively within the market, with Amazon bolstering its AWS cloud supremacy for AI through custom silicon like Trainium2 chips and a stake in Anthropic. Apple rolled out privacy-focused on-device “Apple Intelligence” via its silicon ecosystem, incorporating models like ChatGPT. Netflix deployed generative AI for effects, viewer enhancements, and interactive advertising. Nvidia’s GPUs remain indispensable for VFX-intensive AI workloads, and Adobe integrates tools like generative fill into Photoshop and Premiere Pro, prioritising ethical data practices.
Startups are proving potent disruptors, securing millions in venture capital for niche solutions. Deep Voodoo, backed by “South Park” creators, specializes in deepfakes. MARZ and Wonder Dynamics advance AI-driven VFX and CGI. Metaphysic and Respeecher focus on realistic deepfakes and voice cloning. DeepDub handles multilingual dubbing, and Flawless AI refines actor performances. Runway ML, with partnerships at Lionsgate and AMC Networks, trains models on content libraries to produce promotional assets, offering cost-efficient alternatives to industry incumbents.
AI firm Stability wins High Court case against Getty Images copyright claim
A London-based AI company has secured a landmark High Court victory in a closely watched legal battle over the use of copyrighted data to train artificial intelligence models. Stability AI successfully defended itself against claims by Getty Images, which alleged copyright infringement over the company’s image-generation platform, Stable Diffusion. The court found that while Getty’s copyrighted photographs were used to train the AI, the UK’s secondary copyright laws offered limited protection for copyright holders in this context. Getty was also partially successful in proving trademark infringement by Stability AI, although parts of the case were withdrawn during the trial. Getty had accused Stability of “scraping and copying” millions of images without permission, arguing the AI company showed disregard for copyright. Stability countered that training occurred outside the UK and defended its practices under fair dealing and other legal exceptions. The ruling is being seen as a significant setback for copyright owners and raises broader questions about the future of intellectual property law as it confronts generative AI technologies.