AI content refers to the automated creation of texts, images or videos with the help of artificial intelligence (AI). This approach makes it possible to efficiently produce content for websites without having to rely on manual processes.

What is AI generated content?

The term ‘AI-generated content’ refers to content created with the help of artificial intelligence. AI models like GPT-4 and DALL·E use algorithms and vast datasets to generate text, images or even videos based on user inputs, transforming the content strategy of many businesses.

By learning from millions of examples, AI can produce content that closely resembles human-created work. As a result, AI content is increasingly used in marketing, website creation and general content production. With automation, AI-driven content creation becomes an efficient and cost-effective alternative to traditional manual methods.

What content can be generated with AI?

AI content is extremely versatile and can be generated in various formats.

Text

AI can be used to generate various types of text content. For instance, large language models can create blog posts on a wide range of topics by synthesizing information from multiple sources and structuring it into SEO-optimised texts. AI is also useful for generating product descriptions, enabling e-commerce websites to automatically create descriptions based on product features. Beyond websites, AI can also generate personalised marketing emails tailored to customer behaviour and preferences.

Images

AI can also be used to create visual material. AI image generators like DALL·E, Midjourney and Stable Diffusion can generate high-quality images and graphics based on text descriptions provided by users. This is especially useful for companies that need visual content quickly. Additionally, logos and other graphic elements can be created by specifying design requirements, allowing for customised visual assets in a short amount of time.

Videos

AI content also extends to video production. Some AI tools like Synthesia and Google Veo can automatically create simple explanatory videos or animations for use on websites or social media. Additionally, AI is increasingly used for automated video editing, significantly speeding up the video production process by cutting footage, adding transitions and generating subtitles.

Voice content

AI-supported speech synthesis enables the generation of realistic voices for videos, podcasts or other audio content that can be used on websites. Tools such as ElevenLabs create voices that are almost indistinguishable from real speakers.

What are the advantages and disadvantages of AI content?

Using AI content offers numerous advantages, but it also comes with challenges that need to be carefully considered.

Advantages

Scalability: AI enables the creation of content on a large scale, making it especially beneficial for companies with extensive content needs.

Time savings: One of the major advantages of AI is its speed. Tasks that would take human authors or designers hours or days can be completed in minutes by artificial intelligence.

Cost efficiency: With less human labour required, companies can reduce costs, particularly when producing content in large volumes.

Personalisation: AI can generate personalised content based on users’ preferences and behaviours, enhancing the overall user experience.

Disadvantages

Quality: While with the right prompt AI can generate content quickly and efficiently, it often falls short of the quality produced by human authors or designers, especially in creative fields. Since AI relies on existing content, the risk of duplicate content should not be underestimated. Bias and hallucinations: AI models can contain systematic biases because they are based on data sets that reflect social stereotypes or are incomplete. They can also generate hallucinations, i.e., plausible but factually incorrect or fabricated content that misleads users and reduces the reliability of the output. Ethical issues: AI models and their machine learning algorithms are trained on existing content, raising questions about the originality of AI-generated work and whether it constitutes a reprocessing of existing material. Copyright: The legal situation surrounding AI-generated content remains unsettled under Irish law. The Copyright and Related Rights Act 2000 generally requires an identifiable author for copyright protection. It is not yet clearly established how works created entirely by AI, without meaningful human involvement, are treated. As a result, questions may arise regarding authorship and ownership, and the legal position continues to evolve.

What tools are there for AI content?

A variety of tools are now available for creating AI-generated content:

  • ChatGPT: ChatGPT is probably the best-known AI model for text generation. It’s based on the GPT-4 algorithm and creates texts that are often almost indistinguishable from those of human authors.

  • Jasper AI: Jasper is an AI tool that was developed specifically for creating marketing content. It generates emails, social media posts, articles and other content.

  • Writesonic: Another AI content creation tool that is particularly suitable for copywriting, blog posts and social media posts.

  • DALL·E: DALL·E is an AI model from OpenAI that generates images from users’ text descriptions. Companies can use DALL·E to quickly create visual content such as illustrations.

  • Pictory: Pictory is an AI tool that automatically creates videos from text descriptions. Pictory is particularly suitable for creating explanatory videos and marketing clips.

How is copyright handled for AI content?

As AI-generated content is a relatively new technology, the issue of copyright remains largely unresolved and raises numerous legal questions.

Legal uncertainties currently exist primarily in relation to the following issues:

  • Training data: Is it lawful to use copyrighted works to train AI models under Irish copyright law, including applicable text and data mining exceptions?

  • Liability: Who is responsible if AI-generated content infringes third-party rights: the model developer, the platform provider, or the user?

  • International differences: Regulations vary greatly depending on the jurisdiction.

Under the Copyright and Related Rights Act 2000 (CRRA), copyright protection generally requires an identifiable author. Irish law does not yet provide clear guidance on how works created entirely by AI systems, without meaningful human involvement, should be treated.

As a result, questions may arise regarding authorship, ownership and enforceability of rights in AI-generated works. The issue has not yet been comprehensively addressed by Irish courts, and the legal position continues to evolve.

For website operators, this means that it may be unclear whether purely AI-generated content qualifies for copyright protection under Irish law. In practice, the right to use such content will usually depend on the contractual terms and licence conditions of the AI provider.

Note

Ireland does not currently impose a general statutory obligation requiring all AI-generated content to be labelled as such.

However, disclosure obligations may arise in specific contexts, particularly where content could mislead consumers. The Competition and Consumer Protection Commission may take action where AI-generated material amounts to misleading commercial practice under consumer protection law.

Whether transparency is required therefore depends on the context, especially in advertising, consumer communications, or politically sensitive material. The regulatory framework in this area continues to develop.

Please see the legal disclaimer for this article.

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