London, UK — Creation Rights and IProtect today announced an exclusive partnership bringing content governance together with digital IP monitoring and enforcement for brands and rightholders of any kind.

AI has made it easier than ever to copy and transform a face, voice, likeness, club crest or piece of content. It has also made legitimate creation more complex. Executives and creators can publish directly, while AI agents, avatars and automated systems can create or publish on their behalf. Once content is released, it can be adapted, republished and reused across different versions, formats, channels and countries. Companies need to know which version is theirs, who created or published it, what rights apply and whether the use is authorised.

Creation Rights manages the release from creation through review, decision, publication and proof. It connects the organisation, its brands and the people or systems creating on its behalf to the rights and authority behind the content. Its patented dynamic metadata keeps that information current and machine readable as content changes across versions, formats, channels and countries.

IProtect monitors for misuse across digital channels. Its proprietary technology, Saja, detects counterfeits, deepfakes, impersonations and unlicensed content across marketplaces, social media and websites. Potential infringements are reviewed by a person before action is taken, including takedown, monetisation and, where appropriate, support for enforcement.

The partnership connects the release record with what appears in the market. This gives rights holders a current reference point when IProtect identifies potential misuse, without having to reconstruct the history of the content after a problem appears.

Elusio Zafar, Co-Founder, Creation Rights, said:

“AI has changed who can create and publish for a company. People, agents, avatars and automated systems can all represent a brand. Creation Rights brings Corporate Identity, Brand Authority and NILP® into the release process, so rights and authority stay connected to the content as it changes, moves across channels and reaches new countries. We’re thrilled to partner with IProtect. Their combination of specialist technology, human review and enforcement expertise is exactly what rights holders need once that content reaches the market.”

Lance Standing, Head of Commercial, IProtect, said:

“AI hasn’t just made fakes easier to produce. It’s made the genuine article harder to prove. When brands, agencies and automated systems are all publishing content, knowing what’s authentic matters as much as finding what isn’t. Creation Rights answers the first question and IProtect answers the second. Together, brands get both.”

The partnership also opens opportunities in governance and D&O support, including new approaches to risk assessment and insurance for adaptive media.

Early demand is strongest in sports, entertainment and executive protection, where impersonation, identity misuse, counterfeit merchandise and unauthorised content increasingly overlap. The partnership is open to any brand or rights holder from launch.

About Creation Rights
Creation Rights® is a content governance platform for trust critical content and adaptive media. It connects organisations, brands, authors and agents to the rights and authority behind each release. Its patented dynamic metadata keeps that context current and machine readable as content changes across formats, channels and countries. Creation Rights supports publishing to wire services, newsrooms, investor communications, social and web, and works with industry standards including C2PA. Corporate Identity, Brand Authority and NILP® form part of the platform. creationrights.com

About IProtect
IProtect is a brand protection company protecting brands, talent and rights holders online. Its proprietary technology, Saja, provides counterfeit takedown, deepfake and impersonation removal, platform monetisation of unlicensed content, and conductsSchedule A litigation in the United States with specialist counsel. They provide their services and technology to rights holders, and offer white-labelling to law firms and agencies for this technology, so that rosters and clients can benefit. iprotectglobal.com