Who owns the image your AI just made?

When we ran the first Create with AI in March, the room was full and the questions did not stop. Most were about tools: which model, which prompt, how do I keep a character consistent across six shots.

But one question came up more than any other, and it had nothing to do with the tech. Some version of: am I actually allowed to use this?

Nobody in the room had a confident answer, including me. So for Part 2, we have brought in someone who can give you one.

A solicitor on stage

Joining us on 17 September is Sergio Ferreira, an Intellectual Property Solicitor at Knights, just around the corner at Two St Peter's Square.

Sergio advises across the full Intellectual Property lifecycle, from copyright, design rights, trade mark clearance and filing through to brand enforcement and disputes. He has worked with internationally recognised luxury and heritage brands, gaming and technology companies, and pharmaceuticals. His session is called Copyright wasn't built for this.

His starting point is that copyright law was a reaction to the printing press, and every leap in copying technology since has left the law playing catch-up. Generative AI is different in kind, though. Every technology before it made copying easier. This one makes the thing itself.

From there he untangles the two questions people constantly mix up, whether it was lawful to train the model in the first place, and whether you own and can safely use what comes out. They are different questions, with different answers in different countries, and conflating them is where most of the bad advice online comes from.

He also gets into why the UK's position is unusual, and more nuanced than the headlines suggest, why the tool you choose matters as much as the prompts you write, and the handful of traps that catch out brand and marketing teams, none of which are really about copyright at all.

You will leave knowing what to check before you publish, and when it is worth picking up the phone to a solicitor.

Join us

Create with AI / Part 2 is on Thursday 17 September 2026, 09:30 to 11:00, at our offices, 47 Lever Street, Manchester M1 1FN. Breakfast and networking from 9:30, session starts at 10:00.

Alongside Sergio's keynote, I will be covering the visual side: generating on-brand images and short-form video that hold up commercially, which tools are worth your time, and how to get usable results first time rather than random ones. You do not need to have attended Part 1.

It is free, but seats are limited.

Reserve your seat