Recently, the entertainment giant, Walt Disney Company, expressed concern over trademark infringement stemming from a social media trend involving AI-generated art.

Said trend involved the use of Microsoft’s Bing AI-powered DALL-E 3 technology, which in recent months had created “Pixar”-style images of pets. It should be noted that Disney’s main concern was not the art itself, but that the AI was inadvertently generating a Disney-Pixar logo in the generated images, which infringed its registered trademark.

In response to this claim, Microsoft assured that the use of the Disney logo in Bing AI was a mistake and that it was not intended to infringe the iconic company’s IP rights. In addition, Microsoft is also making some adjustments to the system of images generated by its platform, in order to modify this error.

It should be noted that this incident brings to light another controversial issue, since it has been confirmed that the model that drives DALL-E 3 was trained using images protected by IP rights.

This situation undoubtedly accentuates the challenges facing the AI era in terms of intellectual property protection. The possibility of trademark or copyright infringement through the use of this technology is being increased and should be one of the main focuses of attention for companies trying to prevent the misuse of their assets.

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