Making smart use of AI: 5 tips for entrepreneurs
AI is becoming a useful tool for more and more entrepreneurs. For example, when you need a quick image for this week’s promotion, or when you want to design a logo for your new business. But how can you use AI effectively while keeping more control over what you create and use? That’s exactly what this article explains.
Using AI tools is easier than ever. But let’s be honest: the results are not always professional or original. And, perhaps more importantly, you cannot simply use everything AI creates for you. Whether it is an image, text or a logo, copying someone else’s work is not allowed in the digital world either. With these 5 tips, you’ll know what to look out for when using AI for your own content.
Tip 1. Use AI as a tool, but make the decisions yourself
AI can generate text, images or logos for you in a matter of seconds. However, that does not automatically mean you own copyright to the result. Human creativity is an important requirement for copyright protection. The extent to which you have made your own creative choices therefore matters.
Are you asking AI to create a menu for your website? Do not just tell it that you want a menu. Also explain who your customers are, what image you want to project, which dishes will be on the menu and what style suits it. The more ideas and choices you provide, the better AI can help you create what you have in mind. That personal creative input is also important in determining whether you hold the copyright to the result.
Tip 2. Check what AI creates for you
ou used AI to generate a photo, text, logo or brand name? Make sure you check whether the result is too similar to something that already exists. AI will not do this for you.
With a reverse image search tool such as Google Lens, you can check whether an image resembles an existing one. Use a plagiarism checker to see whether parts of your text appear elsewhere. If it concerns a logo or brand name, make sure you also consult the official trademark registers. For the Benelux, you can use the BOIP Trademarks Register. In addition, search for the brand name in the Crossroads Bank for Enterprises and online. A name may not be registered as a trademark but could already be in use as a trade name by another business.
If you are unsure, seek advice from a legal specialist.
Tip 3. Check whether you need to disclose your use of AI
Since 2 August 2026, you must clearly indicate that you have used AI for certain types of content. This applies, for example, to deepfakes and AI-generated text about matters of public interest. These are topics that are important to society. There are exceptions for such texts, for instance when a human has properly reviewed the content and a person or organisation is editorially responsible for the publication.
Are you creating something with AI? Always check which rules apply to your specific situation.
Tip 4. Do not ask AI to replicate existing work
A prompt such as ‘create a dance track similar to Avicii’s Levels’ or ‘design a minimalist logo like Apple’s logo’ may seem harmless. However, using an existing work as a reference increases the risk of infringing someone else’s rights.
Instead, describe what you want yourself. Think about the style, look and feel, colours or atmosphere you are aiming for. This allows you to make your own creative choices.
Tip 5. Be extra careful when using AI to create your brand name or logo
Your brand name and logo are the face of your business. You do not want hassle over them. You need them not only to fit your business, but also to be available for use and protection.
If you want a brand name or logo developed specifically for your business, consider working with a creative agency. Would you rather use AI? Then make as many creative decisions as possible yourself and always check that you are not infringing anyone else’s rights. This will strengthen your legal position.