This paper examines the concept and mechanisms of civil liability for infringement of intellectual property rights in the context of digitalization and the rapid development of artificial intelligence technologies. The study analyzes the transformation of traditional models of liability due to the emergence of complex technological systems, including online platforms and AI-based solutions. Particular attention is paid to the identification of liable subjects, the role of intermediaries, and the effectiveness of civil remedies such as damages and injunctions. The paper argues that modern challenges require the development of a more flexible and comprehensive legal framework, including the possible recognition of a sui generis regime for certain digital objects.