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Aipedia: Marketing and PR agencies
AI music and synthetic voiceovers can be used in ads, provided the agency holds the rights and the output copies no protected work or real performer. A takedown mid-campaign is expensive, and clients may look to the agency.
Part of: AI in Marketing and PR agencies
In short
Agencies may generate jingles, background tracks and voiceovers with AI. The ASA applies its media-neutral rules, so a voice imitating a celebrity can mislead about endorsement. The larger risk is rights: generated audio may resemble protected music, tool licences may exclude broadcast use, and voice clones need performer consent. UK copyright law on AI is still under review following the 2024 to 2025 consultation and a March 2026 report. PI may include unintentional infringement cover, subject to its terms, but contractual IP indemnities to clients can exceed what the policy covers.
Audio is another area where AI is used in advertising. Agencies may generate background music for social video, create jingles, produce synthetic voiceovers in multiple languages and accents, and adapt scripts without rebooking a session. For radio, podcasts and short-form video, AI audio can replace library music and voice talent entirely. The difficulty is that the rights position is often less clear than with traditional licensed music or a contracted voice artist, and problems may only surface once a campaign is live.
The advertising codes have no AI-specific rule, and the ASA applies its media-neutral rules to AI-made ads, including broadcast ads under the BCAP Code. A synthetic voice that sounds like a real celebrity can mislead about endorsement.
Rights are the bigger issue. A generated track may resemble an existing composition or recording, and a synthetic voice may imitate a real performer. The IPA/ISBA principles ask agencies to consider IP holders (principle 7), carry out due diligence on tools (principle 9), check permissions (principle 10) and get client agreement before using AI content (principle 11). UK law on AI and copyright is still under review: the government's copyright and AI consultation ran from 17 December 2024 to 25 February 2025, feedback is still being analysed, and a report and impact assessment was published on 18 March 2026. Agencies should not assume the current position will stay the same for the life of a long campaign.
Illustrative scenario: an agency creates a TV and online campaign for a drinks client using an AI-generated track. Two weeks after launch, a music publisher says the melody closely follows a song in its catalogue and asks the platforms to remove the ads. The client loses its booked airtime while a replacement track is produced, and asks the agency to indemnify it under the IP warranty in their agreement.
Similar problems arise when a voice model imitates a known performer, when the tool's licence excludes broadcast or paid media use, when a voice artist's original contract did not permit training or cloning, or when a platform's content identification system flags AI audio as matching a protected recording.
Agency PI may include cover for unintentional infringement of copyright, often with conditions and sometimes as defence costs only, subject to the wording. Takedown losses such as wasted airtime may only be covered if they form part of a third party or client claim. A contractual IP indemnity you give the client can go further than your policy; policies may exclude liability assumed under contract except where it would have existed anyway. See AI IP infringement insurance, IP infringement cover and PI or media liability for AI claims.
Voices that imitate real people are covered further in AI influencers, avatars and synthetic voices, and indemnity wording in AI clauses in agency client contracts. The marketing and PR agencies hub has the full series.
How Apex helps: Apex arranges PI for agencies producing AI audio. A broker checks how your policy treats infringement claims and the indemnities you give clients.
Not automatically. A generated track can still resemble a protected work, and the tool's licence may restrict commercial or broadcast use. Check the terms, avoid prompts naming artists or songs, and run similarity checks before launch.
Only with clear written consent that covers cloning, the media and the period of use. Older talent agreements may not cover this. Using a voice beyond what was agreed can lead to contract, passing off or data protection claims.
Not yet in a settled way. The consultation closed on 25 February 2025 and feedback is still being analysed. A report and impact assessment was published on 18 March 2026. Agencies should watch for changes during long campaigns.
Not usually on its own. PI responds to claims made against you, so lost airtime may be covered only if the client claims it from the agency and the claim falls within the policy, subject to any consequential loss or contractual liability exclusions.
Tell us about your firm and the work you do. A broker will review how your current PI treats AI-assisted work, or arrange new cover. No fee for a quote. Or call 0117 325 0027.
Start a PI quote Request a callbackApex Insurance Brokers Limited is authorised and regulated by the Financial Conduct Authority. Registered in England and Wales, company number 07014570. This page is general information about how AI is used in the profession and how insurance may respond. It is not legal, regulatory or insurance advice on your circumstances, and it does not guarantee that cover will be available or on what terms.
