Why this guide exists
AI image generation lets you produce on-brand visuals in seconds. But AI imagery also raises real legal and reputational questions — about the images you feed in, the people and brands that appear, whether you can own the result, and what you must disclose. This guide gives marketing teams a practical, plain-language overview. It is general information, not legal advice; when in doubt, check with your own counsel.
Who is responsible for what
DynaPictures provides the tool and, where our AI providers allow it, passes commercial usage rights for the images you generate down to you. You are responsible for the prompts and images you provide and for how you use the output, as set out in our Terms of Use and Acceptable Use Policy.
Three habits for safe AI imagery
Clear your inputs
Avoid real people and brands
Disclose where required
The four risk areas to watch
Input rights
You must own or have a licence to every source and reference image you upload — including logos, product shots, stock photos and artwork. Feeding in images you don't have rights to is the most common way to get into trouble.
Likeness & publicity
Generating or referencing a real, identifiable person can violate personality, publicity and data-protection rights (and, in the EU, biometric rules). Don't create deepfakes or lookalikes of real people without consent.
Trademarks & brands
AI models can reproduce logos, watermarks and trade dress. A UK court has already found trademark issues where a stock-agency watermark appeared in AI output. Screen results and avoid third-party brands.
Ownership & copyright
In the US and EU, an image generated purely by AI — with no meaningful human creative input — may not be protectable by copyright at all. Plan for this if exclusivity matters to your campaign.
Do
Use your own photos, illustrations and brand assets as source and reference images, or properly licensed stock.
Use AI for generic scenes, backgrounds, textures, concepts and product mock-ups you have rights to.
Review every output before publishing — check for stray logos, watermarks, recognisable faces or text artifacts.
Add a meaningful human creative step (editing, composition, selection) if you want a stronger claim to the result.
Keep a record of the prompt and source images you used, in case you ever need to show provenance.
Don't
Don't upload images you found online or don't have a licence to use as references or sources.
Don't generate or imitate real, identifiable people — public figures, celebrities, or private individuals — without their consent.
Don't recreate competitor logos, branded packaging or copyrighted characters.
Don't use AI imagery to misrepresent a product, service or event in a way that could mislead customers.
Don't create political disinformation, or sexual, violent, hateful or otherwise unlawful content. Our providers block much of this automatically, and it violates our Acceptable Use Policy.
Can you own an AI image?
Short answer: often not fully. The US Copyright Office has held that images produced solely from a prompt, without meaningful human authorship, are not protectable by copyright — and EU law similarly ties protection to human creative contribution. We pass you whatever rights we hold from our AI providers and you can use the images commercially, but we can't promise the output is exclusively yours or copyrightable. If exclusivity matters, add a substantial human creative step or commission original work.
Frequently Asked Questions
Yes. For the models we offer, we pass the commercial usage rights we receive from our AI providers down to you, so you can use the images you generate in your marketing. You remain responsible for ensuring your specific use doesn't infringe third-party rights.