dPG Legal is a law firm based in Madrid, Barcelona and Lisbon, that provides legal advice and representation in a wide range of practice areas, including labor law, commercial law, civil law, criminal law, intellectual property and data protection. The firm is dedicated to provide comprehensive and personalized legal solutions to its clients, whether individuals or companies, and has a team of highly skilled and experienced lawyers.

The objective of this action was centered on positioning dPG Legal as an expert voice on then current issues, in this case, on the legal consequences of the use of generative artificial intelligence platforms, such as Chat GPT.

• The emergence of Chat GPT, Midjourney and other kind of AI solutions that perform content creation tasks, both in written form and/or through images, was a topic that made it through the front pages of technology, economic and general media.
• Based on this content, it was up in the air the discussion about the copyright of the content created through these platforms. In the case of creating content from these tools, who would be entitled to the copyright? The companies that created these solutions or the user who used them?
• Through the Newjacking technique, we used current events to gain brand awareness, to consolidate dPG’s spokesperson as an authority on the subject.

• We prepared a pitch to propose this topic to the main journalists specialized in technology, about the real possibility that could happen within the legal framework and in the field of artificial intelligence and content creation.
• The importance of approaching this topic from a legal perspective was emphasized and dPG Legal was presented as an expert law firm in intellectual property and data protection. In this way, a constructive and enriching dialogue was established between the specialized journalists and the spokesperson of dPG Legal, which allowed to deepen the reflection on the subject and demonstrate the experience and knowledge of the firm in the area. As a result, dPG Legal received media coverage in the most valued technological media, consolidating its position as an authority in the field.

• Aparición de un artículo de opinión de Ignacio González Gugel, socio director y fundador de dPG, en Emprendedores y citaciones en los reportajes en profundidad de OK Diario, elEconomista, La Vanguardia, Diario Vasco y edición impresa de Computer Hoy.
• Appearance of an opinion article by Ignacio González Gugel, managing partner and founder of dPG, in Tier 1 media on in-depth reports from OK Diario, elEconomista, La Vanguardia, Diario Vasco and the print edition of Computer Hoy.