Ethical Approach to AI – with Marina Markova from Shutterstock

In this talk at the Balkan eCommerce Summit 2025, Marina Markova, Audio Visual Assets Marketplace Lead at Shutterstock, examines the influence of ethics, transparency, and responsible licensing on the future of AI-generated content within the creative industries. The session discusses the true meaning of ethical AI and its significance for creators, brands, and consumers. Markova outlines the core principles of Shutterstock's ethical AI framework, including transparency, safe datasets, fair creator compensation, and responsible innovation. The talk also highlights Shutterstock's collaborations with OpenAI and Google to produce generative content utilizing fully licensed, high-quality data and emphasizes the importance of ethical licensing and human oversight to foster trust in commercial AI use.