Ethical Approach to AI – with Marina Markova from Shutterstock

This talk addresses the intersection of ethics and artificial intelligence, particularly in the context of audiovisual content creation. Marina emphasizes the importance of human ethics in ensuring that AI-generated content respects the work of individuals such as photographers and videographers. She discusses the necessity of transparency, ethical licensing, and the protection of contributors' rights in the AI ecosystem. The session also highlights the rapid adoption of AI tools in creative industries, predicting that a significant majority of creatives will soon leverage AI for their content creation. Through collaborations with major AI companies like OpenAI and Nvidia, the speaker outlines efforts to create a fair and responsible environment for using AI while promoting the importance of teaching and implementing ethical practices within the technology. Ultimately, the talk encourages a forward-thinking approach to AI, suggesting that understanding and integrating ethical considerations can lead to a more balanced relationship between technology and human creativity.

Hi everyone and thank you for being here today. Um I'm happy that I'm going to speak about a very important topic and this is ethics and AI because nowadays we all wonder how AI is going to affect us and I think this is very important to know how it is working with the audiovisisual content. So all the people which are making the photos overall footages and so

on. Uh so this is me. I'm Marina and uh you can um contact me for every type of content you would like to make your brand visible to take your to tell your story about and let's dive in ethics and AI. It's a little bit paradoxical, right? Because how we can expect that I can be ethical. It's mainly about us the humans. Uh so we are helping

you to make your brand, your dream, the brand that you work for to make it come true, to make your story go to the to the crowd. So you know that is getting the visual uh story of what you're going to tell your customers. And of course uh we are trying to implement the key pillars of the the foundations of the ethics and um how they matters

to the AI. So we always count on the personal ethics because uh because it's all about us uh the humans we want to cherish our work and we would like our work to be cherished as well. So what we want uh to emphasize is the social ethics which is impacting nowadays the AI in which is the main thing we we're looking for is the responsibility from each

one the from us the humans and this is how we are going to manifest better society in the future. there are the foundations of. So of course what we are looking for is um the transparentity uh the transparency the ethical licensing and safe database which we can provide you and then you can be sure that your brand is safe. uh you know that it is presented right

and you know that uh that you that you're telling that your storytelling the right way. So as you can see the main character in my presentation now is this jellyfish. I didn't give her a name but maybe next time I'll be more prepared. So what is important about this jellyfish that it is a people image. So somebody have dived in deep down in the sea in order

to take this image in the right moment in the right time. He have his aqua on he have left his child at home in order to make this photo. Of course, this photo is somehow going to teach the AI how if somebody would like to export the jellyfish because he's in the marine life business. uh he can ask the jellyfish he can ask the AI to make

him a jellyfish which is going to present the his brand and then the person who he have spent one year in going in this sea in order to make this specific image in this specific time in this specific moment and light we are expecting him that uh now his work is not cherished anymore so that's Why we are helping to the AI to be ethical and if

you want to find this jellyfish you can see the asset ID which is on shutter stock. so that's why we have uh created this the trust fund and because we are expecting all our contributors who are filling our bank of images to um to be happy that we're using their content for the machine learning of the AI who is going to then make your own image and

to create your own brand and to bring your own story to the world. And the only way we can be sure that this content is going to stay in our our library and that we are going to to pay well our contributors is when we are making this fund where all the AI generated images uh and content nowadays because it's rising uh it's going to uh we

are giving a percentage of this um from this fund to to the machine learning which is calcul ating what is the percentage of each and every uh of each and every uh percent of I'm sorry of each and every um tool that have been taken in order to create this specific image. Uh so we uplift our contributors to provide more content which then can make your own

approach and then in the end there there is a licensing team who is uh checking all the content which is going to be used for your commercial use. It is so important because we never know from where and what the AI is taking. So if you would like to make a deli image uh an image which is taking belly art then it cannot be used for uh

for commercial use and that's why we have a separated team which is uh which is approving each and every image in order to be used for um for your own brand. So you can imagine how much people were staying behind behind the AI. It is not because in the in the front we just see an AI which is making images but it is important for us to

know that the images which are shown are going to be fair and made and made with ethics. So what we have uh seen is that three only three years ago all the creatives have used about 20% of them were using the AI. Nowadays of course we see a very rising trend and what we are uh and what we see is that in the near future so in

only two years 99% 90 over 90% are going to use AI for making all the content of the brands that they are taking care for. So it's not a matter if we are going to use a AI. This means just how we are going to work with it and how fast we are going to adapt ourselves in working with AI. So uh what what we shock can

present you is an excellent data uh curation high quality metadata. So because we make sure that the images are linking good to the metadata and the largest and more content library in the world and this is how we can ensure an ethical and responsible and most of all compliant AI because the most important thing now we as humans need to do with AI is to be very

conscious about the way we are doing it about our partners ers uh with whom we we work that are using AI. Some of our uh some of the innovations that are working with the shutter stock ethical data are open AI, Google AI, Nvidia. So this is how we are making our hub of ethical um of ethical partners and we know that we can provide to the world

uh a place where we really cherish the work of all of us of our friends of of our beloved ones as well and um and by using uh uh open AI is uh helping us uh to to create We we work with OpenAI to leverage together a creative images with the Google AI a photo realistic ones and with Nvidia to explore a high and super speed 3D

visuals. Uh nowadays we have a 3D is something in the future which is going to be a lot helpful for you in order to present your the products that you are having in your websites and so on. The most important thing is that back in the days we needed three hours to create a certain image, footage or any type of asset. But nowadays we need only three

minutes. So uh we can look at AI two ways. It's going to take my work or it's going to help me to make my work faster, more convenient and mainly to as you see there are a lot of styles, photos, art. So it's it's our creative body. It's helping us to make the things a lot more easier for us and to have thoughts which we have never

thought are going to work for us. [Music] the most important thing nowadays is to create a prompt art. Prompt now is an art. So you need to know a lot of things in order to have the best prompt. Uh now we don't need to learn how to work with a certain programs which are like Photoshop let's say. We need to learn how to tell to our body

what to provide for us. But this is a totally different story. So it's not a topic today. create big and work simple is the main thing that we are trying to help all our partners because the most I work with assets either it's images footages music 3Ds and the most important assets we as humans have this is our time because we cannot pay the time in our

life and that's why for us the most important thing is to save your time in investigating how you can work with AI, what you can do with the AI, what would fit you best and of course there are some legal parts which will help you to be a lot more free to work with the content and how you can tell the story of your brand which is

which is our main mission to help you make your work easy and fast. Of course, uh, every AI tool is now having this amazing features like the magic brush, uh, where you can add another, uh, another dog next to the human or you can make the photo closer or far away. Uh, you can have different variations, styles, filters, and everything. So back in the days you needed

to be to spend one year on one certain spot in order to make this specific views but nowadays they're a lot easy changed and of course we need to know that they are ethically changed. So even though when we're changing a color of a certain photo it is uh they is taking the color from a certain image and we know the machine are learning so fast now

that we know what type of percentage from which image it have taken in order to know how much we should give back to our contributors in the near future. Uh there are there will be a lot of other functionalities which are going to appear of course all of them exist. Now the thing which is slowing down shuttertock and some of the other big companies is because there

are a lot of legal stuff. There is there are a lot of commissions which are trying to make the AI not a wild wild west as it is now. They are trying to make it a little bit more more fair to all the people who are working in the industry. So that's why this is the thing which is slowing back the big players to to make the

things right because we are the ones having the responsibility to bring in to all of you the our work clear. So of course in the future these are all features which are going to be implemented. All of those are images which are so uh now for your own brand uh to tell the story. You can have your your own mascot which you can play in the future

with. So you can give him you can put him in a different situations and so on. Uh this is how you can work with your products based on uh based on the people needs and what they would like to see because the main thing which you can show up is and always will be the visual part of it. It's always what you hear and nowadays that's why

they we start playing a lot with the music because it's the other thing we stop seeing so much because we see so much advertising so much colors around us. So now the music will be the next thing which is going to influ influence us as humanity a lot and that's why AI is working with it as well. Uh so of course uh we work with Nvidia as

I told you before because we really want to give you everything in a very high speed and to to make your work as easy as possible. Uh what we are focusing on is to have this as you can see on this chair. It is so fast but it's so precise. You can see the furnish the the the texture uh the furnish and the finish of the of

the chair. And this is what you can present how you can make your own product look like. So you can rotate it from every different angle you can see. So you can just just the only thing you cannot do is just to sit on it. Uh the most important thing is that it's ethical. So we know that all the information which you're going to use in order

to make your chair and which you can maneuver around is not taking the the intellectual property of somebody else that already did it. So uh when you have the 3D assets then you can work a lot more uh with your own um okay directly skipping on this one so you can see what is a good prompt you need to give a lot of your imagination to the

uh to the AI so it can create what you would like to see and then you can export a single images based on how you exactly would like to see the the sofa in this specific case. And of course, it is so important to see how it's going to look like in your own living room. And uh you can think how cozy it might be and how

good you might feel on it. So now uh we work with a lot of partners to create a very safe environment for you. Uh and all of these images as you can see they're uh a generated and you need to know a lot how to make those images so right and so good. It's so important to know that you see on this specific image you see the

love of a mother and a kid and each one of us is a mother or a kid and we really want to keep this love of us the humans and because we are the only ones who have the ethics. So I really hope uh that we can keep the ethical way of working with each other of being humans to each other and then we cannot be afraid

of the AI because too much I hear about how afraid people are from the AI and we don't need to be afraid from the AI. I hope you see what I mean and there is only one question you I would like to ask yourself how will you contribute to an ethical future for us for our kids and for the humanity overall. Um, shitterto have created a partner

um a partner support. Uh, I am the partner support for Bulgaria and if you have any questions about uh about license, about content uh or whatever, my support is free. So, you can always contact me and it was a pleasure for me. I hope you find it helpful. Thank you.