We don’t just interpret AI regulations. We help shape them.
Artificial intelligence creates new opportunities for innovation, efficiency and the development of products and services, while also raising complex legal, commercial and ethical issues. The EU AI Act imposes comprehensive requirements on companies and organisations that develop, provide, implement or use AI systems. In addition, rules apply in areas such as data protection, cybersecurity, intellectual property rights, employment relationships, marketing and contracts.
A clear AI strategy and effective governance structures make it possible to address risks early on, avoid costly adjustments and create a secure foundation for harnessing AI’s business potential. At DLA Piper, we help companies and public authorities translate these regulations into practical processes, clear lines of responsibility and operational solutions tailored to the organisation’s use of AI, risk profile and business objectives.
We combine specialised legal expertise with extensive experience in technology, data protection, cybersecurity and intellectual property. This enables us to advise on AI across technology, organisations and the relevant regulatory framework. DLA Piper’s Danish IP and technology team advises Danish and foreign companies, as well as public authorities, on matters including AI projects, complex technology agreements, development projects, IT tenders, data protection and cybersecurity.
We advise on:
- The AI Regulation, including assessing whether and to what extent organisations’ AI systems are subject to the rules, and which roles, requirements and obligations apply.
- Classification of AI systems, including an assessment of whether they constitute prohibited AI practices, high-risk systems, systems subject to specific transparency requirements or systems with limited risk.
- AI projects throughout the entire lifecycle, from data collection, model design and legal assessment to development, procurement, implementation, monitoring, operation and handling of any incidents or regulatory requirements.
- Risk assessments and impact analyses, including assessments under the AI Regulation and data protection rules.
- AI compliance and governance, including the establishment of accountability, decision-making processes, control measures and documentation.
- AI strategies, policies and guidelines for the responsible and secure use of AI, including generative AI.
- Generative AI, foundation models and open-source AI, including legal frameworks for design, training, implementation, licensing and commercialisation, as well as governance, transparency, training data, output, intellectual property rights and liability.
- AI literacy and training, so that management and employees have the necessary skills to use AI responsibly and in compliance with regulations.
- AI contracts and strategic technology partnerships, including development, licensing, procurement, customer and supplier agreements, as well as cloud and SaaS agreements. We also advise on AI-specific requirements for data, models, documentation, security, liability, output and ongoing compliance.
- Data protection, data security and cyber resilience, including legal bases for processing, impact assessments, privacy and security by design, data quality, international data transfers, automated decision-making, processing of sensitive information, vendor management and handling of AI-related security incidents.
- Intellectual property rights, including rights to training data, inputs and outputs, text and data mining, licensing and the risk of third-party infringements.
- AI in the workplace, including employees’ use of AI, internal policies and employers’ use of AI systems.
- AI in marketing and communication, including transparency, labelling of AI-generated content, deepfakes and digital impersonations.
- Consultation responses and legislative work, including legal and strategic contributions to new regulations and public initiatives.
- Disputes, investigations and regulatory enforcement, including assistance in connection with supervisory reviews, regulatory investigations and disputes concerning, among other things, liability, contracts, data, intellectual property rights, the performance of AI systems and AI-related products and services.
- AI-related due diligence, including legal assessments of AI systems, data foundations, rights, contracts, documentation and regulatory risks associated with transactions.
- AI infrastructure, investments and financing, including legal aspects of establishing and operating the digital infrastructure that supports AI, as well as relevant transaction, financing and tax law issues.
From AI strategy to Responsible Implementation
Legal advice on AI is not just about complying with new legislation. It is also about creating a secure foundation for innovation and ensuring that the technology’s potential can be harnessed without exposing the organisation to unnecessary legal, financial or reputational risks.
We help organisations gain an overview of their use of AI and identify which AI systems, vendors, data and processes should be covered by the organisation’s governance framework. Based on this, we can assist in defining responsibilities, establishing approval processes and preparing the necessary documentation.
Our approach is multidisciplinary. We involve the legal specialists relevant to the specific AI project, ensuring that issues such as data protection, cybersecurity, intellectual property rights, employment law, marketing law and sector-specific regulations are considered from the outset.
AI in the Public Sector
Public authorities’ use of AI raises specific questions regarding legal basis, data protection, administrative law, transparency, oversight, citizens’ rights and the use of AI in connection with case processing and decision-making.
We have helped develop the legal framework for public authorities’ use of AI. Partner Marlene Winther Plas and Director Christian Wiese Svanberg co-authored the draft bill that formed the basis for Denmark’s proposed Act on the Development and Use of AI Systems for the Processing of Personal Data in Public Administration. This legislative work is intended to provide municipalities and other public institutions with a clear legal foundation for the responsible use of AI.
This experience gives us an in-depth understanding of the specific considerations that public authorities must take into account when AI is used to support administrative processes, record-keeping, analysis, citizen services or the exercise of public authority.
We advise on areas including:
- Legal basis for the development and use of AI.
- Processing of personal data.
- Requirements for transparency and explainability.
- Automated decisions and human oversight.
- Public procurement and IT tenders.
- Data sharing and the use of data across public authorities.
- Risk assessments and impact analyses.
- Contracts with developers and technology providers.
- Documentation, governance and accountability.
- Citizens’ rights and legal certainty.
AI and Intellectual Property Rights
The development and use of AI raise a number of complex questions regarding copyright and other intellectual property rights. This applies both to the use of existing material to train AI systems and to the rights in the content generated by those systems.
Marlene Winther Plas was a member of the Ministry of Culture’s expert committee on AI and copyright, which was tasked with identifying the challenges that artificial intelligence poses to copyright. In September 2025, the expert committee published a report with ten recommendations on the use of AI and the protection of copyrighted material.
AI in Marketing and Communication
When AI is used to produce text, images, audio, video or digital personas, questions may arise regarding transparency, marketing, copyright and the protection of identifying characteristics.
We advise on areas including:
- Labelling of AI-generated and AI-manipulated content.
- The use of deepfakes and digital impersonations.
- AI-generated influencers and virtual representatives.
- The risk of misleading consumers.
- Use of a person’s name, face, voice and other identifying characteristics.
- Documentation of human oversight and editorial control.
- The interplay between the AI Regulation, marketing rules and copyright law.
Article 50 of the AI Regulation sets out transparency and labelling requirements for certain types of AI systems and AI-generated content. The rules cover systems that interact directly with individuals, as well as certain forms of synthetic content, deepfakes and AI-generated text on matters of public interest. Read more about the labelling requirements in our article, “New labelling requirements under the AI Regulation are now in effect”.
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Experience with AI Projects
We work closely with companies, public authorities, research institutions and technology organisations on AI projects in practice.
Partner Marlene Winther Plas and Director Christian Wiese Svanberg are collaborating with the City of Copenhagen on the TALT project, which focuses on the use of speech technology for record-keeping.
They are also collaborating with the Alexandra Institute and Danish Foundation Models on the development of a Danish open-source language model trained on high-quality Danish data. These projects provide practical insight into the legal issues that arise when AI systems are developed and implemented, including issues related to training data, personal data, intellectual property rights, data quality, transparency, liability and governance.
Our involvement in AI projects means that our advice goes beyond interpreting the rules at a general level. We also have experience with the legal and organisational trade-offs that must be made to ensure the rules function effectively in practice.
Tailored AI Compliance
There is no single governance or compliance model that fits all organisations. The requirements depend on factors such as whether the organisation develops, provides, imports or uses AI systems, as well as on the systems’ purpose, risk level and context of use.
We therefore help develop AI compliance frameworks tailored to the organisation’s size, sector, existing governance and technological maturity.
A compliance programme may include:
- AI policy and principles for responsible AI.
- Roles and allocation of responsibilities.
- Inventory of AI systems and use cases.
- Process for approving new AI tools.
- Classification and risk assessment models.
- Documentation and audit requirements.
- Procedures for human oversight.
- Incident and deviation management.
- Vendor management and contract requirements.
- Guidelines for generative AI.
- Training and AI literacy.
- Ongoing monitoring and updates.
We can also conduct workshops and maturity assessments to evaluate the organisation’s existing AI practices against the requirements of the AI Regulation and other relevant regulations.
International AI advice with local insight
AI systems are often developed and used across national borders. This requires alignment between the organisation’s global AI strategy and the rules applicable in individual markets. We assist with regulatory coordination across jurisdictions, assessing the extraterritorial implications of the rules and developing common governance principles that can be adapted to local legal requirements and regulatory practice.
As part of DLA Piper, our Danish team has access to an international network of specialists in AI, technology, data protection, cybersecurity and intellectual property. This enables us to coordinate advice across jurisdictions and help international organisations develop common principles and governance frameworks while addressing local legal requirements and regulatory practice.
DLA Piper’s global IP and technology team comprises nearly 500 attorneys. The team combines international reach with local expertise and advises on strategic and commercial matters as well as litigation and enforcement.
We help you establish a legal and organisational framework that enables you to develop and deploy AI safely, responsibly and with a focus on long-term business value.
