ETHICAL AND LEGAL ASPECTS OF AI-GENERATED CONTENT USAGE

Abstract This article analyzes the legal aspects of using generative artificial intelligence (GenAI) in the context of intellectual property rights (IPR) for B2B companies. The basic concepts such as IPR and its main types, GenAI and types of generated content are considered. A legal analysis is conducted on issues related to authorship and rights over AI-generated content, as well as questions of licensing and liability for third-party rights infringement. The article outlines the main advantages and limitations brought about by the introduction of GenAI in the B2B sector. Recommendations are also provided to minimize legal risks for companies utilizing these technologies.