WIPO/IP/CONV/GE/2/25
October 28 to October 29, 2025 (Geneva, Switzerland) Hybrid
10:00 - 18:00 Geneva time
Synthetic media – including AI-generated images, videos, audio and text – is rapidly evolving and raising urgent questions for intellectual property and other legal frameworks, while also creating new avenues for creativity. The twelfth session of the WIPO Conversation, "IP and Synthetic Media", took place on October 28–29, 2025, bringing together governments, policymakers, creators, academics and innovators to discuss intellectual property and synthetic media. The session explored the impact of synthetic media on creativity and innovation, highlighting both its potential to democratize creativity and enable new forms of communication, and the challenges it poses, including hyper-realistic deepfakes, digital replicas, and the unauthorized use of works, voices and likenesses without consent. Discussions examined how a global patchwork of existing IP and non-IP legal frameworks seeks to balance protection of rights and address potential abuses, as well as the role of contracts, content moderation, litigation, and technical measures such as watermarks, labelling and traceability mechanisms. The session also addressed the future role of IP laws, noting that while existing frameworks provide a basis for addressing issues related to synthetic media, international collaboration, experience sharing and exchange of best practices remain essential to ensure that the IP system continues to support innovation and creativity.