COPYRIGHT LAW AND OWNERSHIP CHALLENGES IN AI-GENERATED VIRTUAL INFLUENCER CONTENT

The emergence of artificial intelligence has significantly transformed the creation and
dissemination of digital content, giving rise to a new phenomenon known as AI-generated
virtual influencers1
.These digital personas, often designed and managed through complex
algorithms, are capable of producing creative content, engaging audiences, and even
influencing consumer behavior. However, their increasing presence raises critical questions
within the framework of copyright law, particularly concerning authorship, ownership, and
liability.
Traditional copyright principles are premised on human creativity and originality, which makes
their application to AI-generated works uncertain and complex. In the context of virtual
influencers, it becomes difficult to identify the rightful owner of the content—whether it is the developer, the user, the platform, or the AI system itself. This ambiguity creates challenges in assigning legal responsibility and protecting intellectual property rights. In jurisdictions such as India, existing copyright laws do not explicitly address AI-generated content, thereby creating gaps in legal interpretation and enforcement. This study examines the limitations of current legal frameworks and highlights the need for reform to accommodate technological advancements. It further explores possible approaches to determining ownership and suggests that a balanced legal mechanism is essential to ensure both innovation and protection of rights. The paper concludes that without clear legislative guidance, disputes relating to AI-generated virtual influencer content will continue to grow, making it imperative for lawmakers to revisit and update copyright norms in line with evolving digital realities.