BT-REQ-1940 Consumer Holiday Guide 2023 v9 BH - Flipbook - Page 16
Who knows you better?
Santa or AI?
Maria Beatrice Guardì
Laura Trevisanello
Associate
Milan
Associate
Milan
“Dear Santa, this year I have been very good and have
been thinking that I would like you to bring me
1) an astronaut suit; 2) a dog; 3)…”.
This is the beginning of a typical letter to
Santa Claus. But what if, instead of the
letter, AI tells you which are the perfect
gifts for your friends and family – or
even for yourself?
Probably this holiday season many
people will experiment with what seems
to be the last frontier of AI: through data
collection, this new technology could
o昀昀er tailored recommendations and
perfect gift suggestions, and 昀椀nd what
matches anyone’s wishes.
While the features described are
undoubtedly impressive, it is important
to note that, even in the realm of virtual
reality, the IP issues that may arise from
using these tools are very much real.
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Retail and Fashion Holiday Guide 2023
Let’s take some examples. What if AI –
1. Suggests a vinyl as a gift by playing
a song without having the artist’s
consent? A copyright infringement
claim could be raised.
2. Suggests that the user buy a speci昀椀c
brand of product, without disclosing
the existence of a collaboration
between the brand and the AI
provider? This could be in breach of
advertising laws!
Italian Authorities are vigilant in
monitoring the market regarding such
new tools, so companies should also
monitor their rights and remember that
infringements in the virtual world are
even more likely to happen when using
this new technology.
