Debates over the opportunities and threats posed AI that can produce creative output almost indistinguishable from human efforts are bubbling across the industry. AI's impact on content creation and creativity is multifaceted. While some fear that AI might replace human creativity, others see it as a powerful tool to enhance and augment human creativity. But who owns AI driven content? No doubt AI opens new possibilities for experimental creativity by enabling creators to explore unconventional ideas, styles, and techniques but how can we ensure a fair and ethical approach?