Before an AI drama goes commercial, check three layers of rights

First, identify the tool permission that applied

Runway’s terms, updated on 15 September 2026, permit commercial use of outputs subject to the agreement. Luma’s terms, updated on 14 May 2026, tie commercial use to outputs made during a paid subscription that allows it. Trials and alpha, beta or early-access outputs have separate internal-evaluation restrictions; API and Enterprise use requires checking the applicable agreement. Adobe’s Firefly FAQ, updated on 13 May 2026, permits commercial projects for non-beta features and generally for beta features unless the product states otherwise. These are distinct provider conditions, not one universal AI licence.

Second, review the material inside the production

A tool permission does not answer every question about a finished drama. Luma’s terms require authority over inputs and acknowledge that outputs can involve third-party rights. Runway also prohibits infringing uses and gives no general non-infringement warranty. Our editorial recommendation is to keep a record for each major asset: who supplied it, what permission applies, which tool and account generated it, and where the supporting agreement is stored.

Apply that record to scripts, reference images, music, voices and recognisable people, rather than checking only the final video file. If a later subscription change is meant to solve an earlier generation’s licence issue, obtain an explicit answer instead of assuming it works retroactively. When using a third-party model inside another product, identify the model-specific terms rather than relying solely on the host product’s name.

Third, connect the rights to the actual release

A distributor may ask for different territories, languages, promotional rights or exclusivity than a self-published channel needs. Compare those requests with the permissions actually held before committing to delivery. Provider permission does not by itself establish copyright ownership, eliminate claims or guarantee platform acceptance. Questions about a particular contract or jurisdiction need an appropriate professional review. For project preparation, the practical goal is a traceable rights record and a clear list of unresolved permissions, not an unsupported “fully cleared” label.

Original sources

Terms of Use Agreement ↗

Terms of Service ↗

Adobe Firefly FAQ ↗