Artificial Intelligence - Firsh cabinet d'avocats

FIRSH is one of the first French law firms to position itself on the legal issues raised by artificial intelligence, both for creators and for innovators. The firm has developed targeted legal expertise in the malicious use of deepfakes.

Supporting innovation, protecting creators, securing uses

Generative artificial intelligence is profoundly transforming models of creation, production, communication and governance.

Whether training a model, generating content, using synthetic voices, exploiting data or integrating AI solutions into a business process, each stage raises major legal issues: intellectual property, performers’ rights, data protection, liability, transparency, unfair competition, regulatory compliance and ethics.

FIRSH works with companies, creative studios, digital platforms, AI start-ups, institutions and artists to secure these uses, develop innovative legal strategies and build contractual frameworks adapted to emerging technologies.

Our approach

Our firm adopts a core vision designed to reconcile innovation and protection:

Protecting creation and artists

The voice, image, style, works and digital identities of creators are attributes protected by civil law and related rights. FIRSH defends and secures their use in the face of cloning, deepfakes, generative models and risks of unauthorised appropriation.

Supporting companies that innovate with AI

We help companies and creative organisations integrate AI into their productions within a compliant, transparent framework that respects third-party rights. The aim is to enable our clients to innovate with confidence, create new uses and deploy responsible, legally controlled and socially acceptable AI solutions.

Areas of work

Intellectual property and AI-generated content

Qualification and legal status of generated content.
Protection of human creations assisted by AI.
Ownership of rights, assignments, licences and creation agreements.
Drafting AI clauses and warranties in contracts.
Filing, evidence and traceability strategies.
Analysis of infringement risks, including images, text, voice and style.

Voice, image, identity and deepfakes (Deepfakes are algorithmically generated synthetic media and manipulated content.)

Protection of personality attributes.
Cloned voices, imitation, reproduction and performers’ rights.
Legal framework for the use of avatars, digital twins and voice models.
Actions against deepfakes, including civil, criminal, platform and emergency proceedings.

AI regulation and compliance

Compliance with Regulation (EU) 2024/1689 of the European Parliament and of the Council of 13 June 2024 laying down harmonised rules on artificial intelligence, known as the Artificial Intelligence Act or AI Act.
Compliance with Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on personal data protection and the free movement of such data, repealing Directive 95/46/EC, known as the General Data Protection Regulation or GDPR.
Regulation of generative models, including transparency, labelling and third-party rights.
Mandatory notices, risk management, documentation and audits.
Ethical frameworks and responsible AI governance.

Data, models and training

Legal analysis of training datasets.
Use of personal data, sensitive data and GDPR compliance.
Contractual clauses on uses, restrictions and derivative rights.
Legal framework for AI embedded in professional tools.

Creative companies & AI

Drafting and negotiating production agreements integrating generative AI.
AI in audiovisual production, animation, music, dubbing and advertising.
Structuring hybrid workflows combining human creation and AI.
Strategies for valuing and protecting AI-related innovations.
Intellectual property audits relating to AI projects.

Our clients

FIRSH advises:

creative companies, including studios, production companies, platforms, agencies, publishers and media companies.
AI start-ups and technology companies.
artists, authors, actors, directors, creatives and talents.
luxury and ready-to-wear Maisons.
professional organisations and unions.
public institutions.
companies wishing to integrate AI into their practices and processes.