Artificial Intelligence, Virtual and Augmented Reality, and Intellectual Property Rights

The cultural and creative industries (CCIs) are at a pivotal juncture, profoundly reshaped by the convergent forces of artificial intelligence (AI), virtual reality (VR), and augmented reality (AR). These technologies are not merely incremental tools but are fundamentally altering the ontology of creative work, the modes of cultural consumption, and the established legal and economic frameworks that govern them. This chapter examines the multifaceted impacts of this technological triumvirate on the CCIs. It argues yet another set of paradoxical problems: that while AI, VR, and AR present unprecedented opportunities for novel forms of expression, expanded audience engagement, and new revenue streams, they simultaneously engender profound challenges to intellectual property (IP) law, established labour models, and the very concept of cultural value. The analysis begins by defining the operational capacities of AI, VR, and AR within the creative context. It then explores the transformation of production and consumption, critiquing the influence of ‘big tech’ platform models and their precarious labour practices. The core of the article delves into the crucible of IP law, dissecting the complex questions of authorship, ownership, and infringement raised by AI-generated content and immersive experiences. Finally, it addresses the critical question of the socioeconomic costs by evaluating the potential for labour displacement, the commodification of experience, and the risks of cultural homogenization. The article concludes that navigating this new terrain requires a proactive and holistic rethinking of our legal, ethical, and economic paradigms, shifting from a reactive posture to one that strategically shapes these technologies to foster a more equitable and creatively vibrant cultural ecosystem.