New York – Creatives and artists have long considered agentic and generative AI a threat to their work, but the situation is changing and many are regaining control over their content.
Generative AI has come a long way for creatives, who initially condemned the technology in 2022 and even shamed some of those who used it. For example, artists who used this tool and won art competitions faced criticism.
On the other hand, fear gripped artists and writers who saw AI imaging platforms like OpenAI’s Dell-E and Stability AI’s Stable Diffusion appear. Simply copying their work without attribution
That fear led to several lawsuits at the beginning of the modern generic AI era, such as the one filed by Getty Images against Stability AI for artists. Another lawsuit, filed by the Authors Guild against Anthropic, led to a $1.5 billion agreementOn behalf of film production and Hollywood, entertainment companies such as Disney, NBCUniversal and Warner Bros, have sued AI imaging vendors, including MidJourney, alleging that the models created unauthorized copies of their copyrighted work,
two sides
Writers and producers and Hollywood directors and executives also seem to be taking a strict stance regarding all these lawsuits.
The prevailing sentiment is that either “AI is going to save Hollywood or AI is going to burn Hollywood down, it just depends on which side of the fence you’re on,” said Jason Harvey, executive vice president and general manager. bet+During a presentation Dec. 10 at the AI Summit in New York.
For those opposed to the use of AI technology in creative work, the tools available may remove the human element, leading to more uninspired work. Opponents also argue that creative people do not need to use AI to become better or create art. On the other hand, many people believe that adopting AI technology is the future and it can be helpful to humans.
“AI can enable us to create a future that is safer than ever before because we will have algorithms and agents that can actually protect you and tell you if your name is being used,” he said. cameron kitThe founder of documentary storytelling company Yoyos during a debate at a conference about the use of AI technology.
a middle ground
While the camps in the creative industry appear polarized, some see the middle ground as a viable option.
“I definitely think you need the human touch in anything you’re creating,” Joe Livecchi, CEO of Wrigley Media Group, said in an interview. “At the end of the day, as human beings, we want something new. We don’t want something that is an average of a thousand other things. We want a unique creative concept, a theory or a discovery.”
LiveChi is not against the use of AI technology. He said everyone at Wrigley Media Group has agentic tools, and he uses Microsoft Copilot and ChatGPT. Meanwhile, his team also uses a range of AI tools, including VO and nano banana from Google, as well as Grok, an AI chatbot from Elon Musk’s xAI company.
“We’re experimenting with new technologies all the time,” Livechi added. “There’s also a lot of[low-quality content]out there, and it’s really hard to keep up, but to me, it’s exciting that all this option exists. It’s almost impossible to do business and not use AI in some way.”
Additionally, new AI tools provide opportunities for creative people, he said.
“I came at a time when there was a barrier to entry,” Livecchi said. “I couldn’t just go on the street and make a movie. Now, anyone can make something, put it online and have millions of people watch it. To me, that’s exciting.”
However, there should be a standard for those who train the models Intellectual property Compensating IP creators, according to many in the industry.
“I do think it should be free and open to everyone to use as they wish,” Livechy said. He said that IP protection is needed because it is possible that the creator may have spent many hours creating something that they were unable to sell, IP protection may help them get paid.
Revenue sharing mode
Many model providers are working in this direction Revenue-Sharing ModelFor example, Getty Images maintains a revenue-sharing model for contributors whose content was used to train its AI models, Additionally, OpenAI has established publishing partnerships with major news organizations including The Associated Press and The Atlantic,
Other companies that are using AI are also exploring revenue-sharing models.
For example, Pinaki Saha, founder and CEO of digital product engineering company Anshar Labs, introduced TechFlix, an AI platform that transforms unstructured videos into short, engaging avatar-based learning videos. The platform was built with open models: Meta Llama and DeepSeek. Anshar Labs also uses a third-party avatar generation platform suitable for a variety of industries beyond media, including healthcare and finance.
However, with growing interest from small ecommerce businesses and sellers, Anshar plans to build more elements that enable partners to serve content on behalf of customers and share in the revenue, Saha said in an interview.
While the videos on TechFlix primarily feature avatars, Saha said it does not detract from the human aspect because the process started with humans.
“The beginning of it is human creativity because you’re defining what the content is going to look like and how it’s going to move along the roadmap,” he said. He said a machine can’t do this because it doesn’t have human emotions to define the scenario.
Saha further said, “We can never take ourselves out of the loop; we will always be repositioning ourselves, but will not go out of the loop.”
Arguments for using AI
For Anthony Bailey, pastor of Reconciliation Church in New York, tools like TechFlix demonstrate what AI can do for creatives.
“It’s great, especially with the views,” Bailey said. “If I have a sermon in my sermon notes and if I can plug that in and have it as a visual, I think that will help people more.”
He said he would never use AI to preach because it diminishes intimacy with God. He also said that as a creator, other creators should use it and should not step back from it.
“Don’t let it overwhelm you. Use it to your advantage,” Bailey said. “Use it to better yourself. Use it to further your creativity because… it’s just a tool. It all comes from you. You are the main character in the story.”
