Companies × risks
Economic and cultural devaluation of human effort
AI systems capable of creating economic or cultural value, including through reproduction of human innovation or creativity (e.g., art, music, writing, coding, invention), destabilizing economic and social systems that rely on human effort. The ubiquity of AI-generated content may lead to reduced appreciation for human skills, disruption of creative and knowledge-based industries, and homogenization of cultural experiences.
34 of the world's largest companies we reviewed acknowledge the AI risk "Devaluation of human creativity", including IBM, Microsoft and Meta.
Which companies acknowledge this risk?
- IBM: “AI models to plagiarize existing work intentionally or unintentionally... claim the authorship or originality of works that were created by other people thereby engaging in plagiarism.” (Foundation models: Opportunities, risks and mitigations)
- Microsoft: “Microsoft has also committed to indemnify and defend customers ... against claims of copyright infringement as a result of the output content generated by these tools ... [to] limit the risk of infringing outputs” (Microsoft: G7 Hiroshima AI Process (HAIP) Transparency Report)
- Meta: “litigation... alleging copyright infringement in connection with the acquisition, distribution, and use of copyrighted materials for AI training as well as potential reproduction of copyrighted materials in AI outputs” (Meta - Form 10-K 2025 Annual Report)
- Mastercard: “may inadvertently... breach intellectual property... rights” (Mastercard - 10K 2025)
- SAP: “our use of AI technology ... may result in disputes with respect to ownership or intellectual property, or exposure to claims of copyright or other intellectual property misappropriation.” (SAP Integrated Report 2025)
- Baidu: “AI-generated content could lead to copyright and other legal disputes for which legal liability may not be clearly prescribed by law.” (Baidu 2025 Annual Report)
- Fortinet: “The intellectual property risks associated with AI include uncertainties around the ownership of AI-generated works, potential infringement of existing patents and copyrights, unauthorized use of third-party data, and exposure of proprietary algorithms or trade secrets.” (Fortinet 2024 Annual Report)
- Goldman Sachs: “including risks arising from the inclusion of any unauthorized material in the training data for their models” (Goldman Sachs 2024 Form 10-K)
- National Australia Bank: “infringed or misappropriated a third-party patent or other intellectual property right (including where the NAB Group or an external service provider has used generative AI outputs based on data for which the generative model did not have consent)” (NAB H1 2025 Offering Circular)
- Nomura Research Institute: “new risks such as "infringement of copyrights and other rights” (NRI - ESG Databook 2024)
- Salesforce: “may create content that... contains copyrighted or other protected material, and if our customers or others use this flawed or protected content... we may be exposed to... legal liability” (2025 Annual Report)
- Alphabet (Google): “Violates the rights of others, including privacy and intellectual property rights” (Generative AI Prohibited Use Policy)
- AMD: “If the AI-related products that we offer have unintended consequences, infringe intellectual property rights or rights of publicity, or are misused by our customers...” (AMD 10-K Annual Report (FY2024))
- Intuit: “we and our customers have been and may continue to be subject to infringement claims as a result of the third-party intellectual property incorporated in our offerings, including through our use of AI.” (Intuit 2025 Annual Report)
- Itōchū Shōji: “With the rapid advancement of generative AI technologies in recent years, we have seen an increase of incidents where unauthorized content containing voices that mimic performers' voices has been created and distributed, and their personal and economic rights have not been adequately protected. Such unauthorized use causes not only financial loss but also damages trust in performers, affects continuity and quality of their creative work, and hinders the healthy growth of the entire industry.” (ITOCHU Announces Launch of Official Japan Actors Union Voice Database)
- Micron Technology: “The use of AI in the development of our products and services could also cause loss of intellectual property, as well as subject us to risks related to intellectual property infringement or misappropriation.” (Micron Form 10-K 2024)
- Novartis: “If we do not have sufficient rights to use the data or other material or content on which our AI solutions or other AI tools we use rely, we may also incur liability through the violation of applicable laws and regulations, third-party intellectual property, privacy or other rights, or contracts to which we are a party.” (Novartis Annual Report 2025 - Form 20-F)
- Oracle: “AI technologies are rapidly changing and present evolving legal, regulatory and ethical issues... [including] improper use of copyrighted or other protected material... any of which could expose us or our customers to reputational or legal risk and inhibit adoption of our AI products.” (Oracle Form 10-K 2025 Annual Report)
- QUALCOMM: “the intellectual property ownership and license rights, including copyrights and patents, surrounding AI technologies... have not been fully addressed... and the use of AI in the development of our products and services could result in our loss of, or failure to obtain, intellectual property rights, as well as subject us to risks related to intellectual property infringement or misappropriation.” (Qualcomm 2025 Annual Report)
- ServiceNow: “our use of AI, both internally and in our customer-facing products, could lead to copyright infringement claims or other IP claims, potentially requiring us to pay compensation or licensing fees to third parties.” (ServiceNow 2025 Form 10-K Annual Report)
- Walt Disney: “the availability of certain AI tools has facilitated the creation of infringing works based on the unauthorized use of our IP” (Walt Disney - FISCAL YEAR 2024 ANNUAL FINANCIAL REPORT)
- ABB: “Copyright infringement: Generative AI can reproduce or closely mimic existing copyrighted materials, particularly when the model is pre-trained on a large body of data with incomplete copyright information.” (Generative AI: Buzzword demystifier | ABB)
- Amazon: “our and our customers' development and use of artificial intelligence may result in increased claims of infringement or other claims, including those based on unauthorized use of third-party technology or content.” (Amazon 2024 Annual Report)
- American Express: “subject to various risks including ... infringement of intellectual property rights” (American Express 2024 Annual Report)
- Apple: “This risk may be exacerbated by the use of new and emerging technologies, including machine learning and artificial intelligence, which can involve, among other things, the acquisition and use of copyrighted materials for training as well as the potential reproduction of copyrighted materials in their outputs.” (Apple 2025 Annual Report on Form 10-K)
- Applied Materials: “The use of artificial intelligence in the development of our products and services could also cause loss of intellectual property, as well as subject us to risks related to intellectual property infringement or misappropriation” (Applied Materials 2024 Annual Report)
- AppLovin: “the use of third-party AI technologies in connection with our products and services may result in exposure to claims of copyright infringement or other intellectual property misappropriation” (AppLovin Corporation 10K - FY24)
- AT&T: “may... infringe on the intellectual property rights of others” (AT&T INC. Form 10-K 2024 Annual Report)
- Constellation Software: “The use of AI in our businesses may generate risks with respect to ... intellectual property infringement or misappropriation” (Constellation Software - Q4 2025 MD&A)
- Hilton Worldwide: “new or expanded risks and liabilities, including... copyright infringement” (Hilton 2024 10-K Annual Report)
- L'Oreal: “The proliferation of content generated using Artificial Intelligence (AI) is giving rise to a number of risks in terms of intellectual property, including uncertainty as to the ownership of rights to works and the possibility of benefitting from copyright protection, as well as a higher risk of infringement of third-party rights.” (L'Oreal 2024 Universal Registration Document)
- NVIDIA: “AI solutions that have unintended consequences, infringe copyright or rights of publicity” (NVIDIA 2025 Annual Report and 10-K)
- Old Dominion Freight Line: “If the content, analyses, or recommendations that AI applications assist in producing are or are alleged... to violate intellectual property rights of third parties...” (Old Dominion Freight Line 2024 10-K)
- Pepsico: “our use of artificial intelligence may result in increased claims of infringement or other claims, including those based on unauthorized use of third-party technology or content.” (Pepsico 2025 10-K Annual Report)