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Artificial Intelligence is rapidly reshaping creative and innovative industries. It has provided multiple prospects for stimulating economic growth, while simultaneously raising concerns about its influence on human creativity. As AI tools become increasingly efficient at generating content, the spotlight shifts to a crucial question: Do AI outputs threaten human creators, or do they enhance their capabilities? Intellectual property experts are now grappling with the "output problem"—whether AI-generated content should receive IP protection. As jurisprudence evolves, courts have been seen to be placing growing emphasis on the indispensability of human participation. Regardless of the circumstances, the outcomes of these disputes are likely to significantly impact global businesses. Moreover, the rise of AI-generated deepfakes has introduced broader IP concerns, particularly around voice and image rights, prompting some experts to call for entirely new IP protections or rights. The tenth session of the WIPO Conversation will provide a platform for stakeholders to delve into these pressing issues.