Thaweesakdhi Suvagondha
Introduction
In the digital age, artificial intelligence (AI) is revolutionizing the management and marketing of copyrighted works. Copyright, a form of intellectual property (IP), encompasses original creations and their derivative works, which hold economic, cultural, and legal value. This article delves into the dual roles of copyright in commercialization and marketing communication, exploring how AI tools are reshaping these functions for sustainable competitive advantage. Additionally, it discusses strategies for global market entry, technological adoption, and copyright training, concluding with insights into emerging technologies.
Understanding Copyright
Copyright grants legal protection to creators of original works, including literary, artistic, musical, dramatic, cinematographic, and software creations. Depending on the jurisdiction, copyright protection typically lasts 50 to 75 years after the death of the last surviving author or creator. This exclusive right empowers creators to reproduce, distribute, perform, display, or license their work.
Function 1: Commercialization of Copyrighted Works
Copyright plays a crucial role in monetizing creative works. AI can enhance both mass and niche marketing strategies through advanced data analysis, personalization, and predictive modeling.
1. Mass Marketing of Copyrighted Products
Definition: Mass marketing targets a broad audience with general appeal content.
Book
Production: Publishers transform manuscripts into physical books or eBooks using print and digital technologies. AI tools assist in content curation, grammar editing, cover design, and even predictive success modeling.
Distribution: Traditional bookstores, e-commerce platforms, and eBook platforms (e.g., Kindle) are utilized. AI optimizes inventory management and consumer targeting.
Promotion: AI enables personalized marketing via email campaigns, social media ads, and automated influencer marketing.
Pricing: AI-based dynamic pricing models adjust book prices based on market demand, competitor pricing, and consumer behavior.
Movies
Production: Digital and AI technologies streamline everything from script analysis to CGI and scene optimization.
Distribution Strategies:
Pull Strategy: Attracting audiences to cinemas through targeted trailers and social campaigns.
Push Strategy: Distributing films via television and streaming platforms (Netflix, YouTube, etc.) using recommendation algorithms.
2. Niche Marketing Strategies
Definition: Niche marketing targets specialized segments or audiences with highly tailored offerings.
Live Shows
Theatre Performances: Use pull strategies to attract specific audiences to localized venues.
Streaming Live Shows: Push performances via digital streaming platforms to global, subscription-based audiences.
Limited Edition & Made-to-Order Models
Sculptures and Paintings: Marketed as collector’s items, often leveraging AI to gauge artistic trends and demand.
Custom Software Programs: Tailored solutions for enterprises or niche user groups with AI enhancing customer experience and modular development.
Copyright in PLC Sustainable Growth Strategy
Publicly listed companies (PLCs) and content-driven firms can leverage AI-enhanced copyright strategies to fuel long-term growth:
1. Market Entry through Content Adaptation
To successfully enter foreign or culturally distinct markets, copyrighted content must be adapted:
Translation & Localization: AI-powered tools like machine translation and sentiment analysis help localize books, films, and live performances.
Cultural Reframing: Live shows may require localization of language, themes, and presentation style.
2. Embracing Technological Transformation
AI enables companies to
Adapt to Digital Consumption Trends:
eBooks for convenience and accessibility
Digital movie streaming for mass global outreach
Enhance Operational Efficiency:
AI tools automate editing, subtitling, and rights management
Data-driven insights guide content creation and marketing
Case Study: Shakespeare’s Copyright Legacy
“Shakespeare’s Prolonging PLC—Sustaining a Copyright Legacy for Over 400 Years”
This case explores how Shakespearean works, though in the public domain, continue to generate value through reinterpretations, adaptations, and derivative works across books, theater, and digital media. The analysis will be presented on:
YouTube Channel: AI Paths
Website: pathsinstitute.com
Publication Date: End of July 2025
Function 2: Copyright in Marketing Communication
Copyright also protects creative content in promotional and branding activities, including:
Advertising visuals and scripts
Designed promotional materials
Brand narratives and jingles
Multimedia PR content
AI contributes to content creation (e.g., generative text and images), sentiment analysis, market testing, and versioning across campaigns, while also detecting potential copyright infringements.
Training and Development in Copyright Management
To build internal capability and prevent misuse, companies should prioritize:
Effective Utilization of Copyright: How to license, enforce, and monetize IP rights.
Detection & Prevention of Infringement: Using AI-powered surveillance tools for monitoring unauthorized use.
Compliance & Legal Literacy: Training staff and partners in local and international copyright laws.
Preparing for the Next Technological Wave
Future-ready copyright marketing management should explore:
Generative AI: For scalable creation of music, art, text, and video.
Blockchain: For transparent copyright registration and royalty distribution.
AI-Powered Licensing Platforms: To simplify and secure transactions in copyright exchanges.
Conclusion
AI is reshaping how organizations manage and market copyrighted works. From creative development and distribution to global localization and rights enforcement, AI offers tools for maximizing both the economic and communicative potential of intellectual property. Businesses that invest in AI-integrated copyright strategies will be better positioned to drive sustainable growth in the content economy.
To sum it all up:
Copyright is not just a legal tool. It’s a business strategy — one that’s being transformed by artificial intelligence.
Whether you’re a creator, a business owner, or a content strategist, using AI in copyright marketing can unlock new value, protect your work, and expand your global reach.