South Korea launches first AI video ad contest to set digital IP standards

July House CEO Jeong Ui-seok is pioneering the first AI video advertisement contest in South Korea, aiming to establish legal standards for digital intellectual property in the burgeoning AI video market. The contest challenges participants to create brand commercials using AI, leveraging the digital likenesses of celebrities like actor Hwang Chan-sung and the band Norazo.

Jeong, who previously led production and investment for hit films such as "The Chaser" and "The Outlaws," sees a significant opportunity in the AI content space. He believes that by proactively building an ecosystem for legal digital IP utilization, his company can lead the market. He points to the current issues surrounding deepfakes and unauthorized use of celebrity images, stating that without clear legal frameworks, distributing AI-generated videos featuring famous faces leads to copyright infringement claims.

"The AI video market will inevitably face issues regarding portrait rights," Jeong stated. "We wanted to be the ones to set that standard first." The contest is designed to navigate the complexities of AI-generated content, offering a legitimate pathway for utilizing digital assets and potentially mitigating future legal disputes. This move positions July House at the forefront of developing ethical and legal practices in AI-driven advertising.

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AI video market will inevitably face issues regarding portrait rights. We wanted to be the ones to set that standard first.