UK-based startup Synthesia, which uses AI to generate realistic avatars, recently signed a licensing agreement with US stock video company Shutterstock. This deal aims to leverage Shutterstock's extensive video library to enhance the realism of Synthesia's AI-generated avatars. While the financial details remain undisclosed, Synthesia claims this will significantly improve its latest AI model's ability to capture human expressions, vocal tones, and body language.
Synthesia creates these digital avatars using human actors. These avatars are frequently used by businesses for various corporate videos, including scenarios such as cybersecurity consultations, invoice calculations, and workplace communications. Their clients include major UK corporations like Lloyds Bank and British Gas, as well as non-profit organizations such as the UK's National Health Service, the European Commission, and the United Nations.
Image Source Note: Image generated by AI, licensed through Midjourney.
To protect the rights of its actors, Synthesia has three-year likeness agreements. Actors typically work only six hours to create an avatar and receive cash compensation. Furthermore, Synthesia announced last month that it plans to offer company stock to the actors of its most popular avatars, recognizing their importance as brand ambassadors.
However, this collaboration comes amid existing tensions between AI companies and the creative industries. The training of AI models often involves using copyrighted material, leading many creative professionals to strongly oppose the unauthorized use of their work. In response, the UK government has proposed relaxing copyright laws, allowing tech companies to use this material without consent, a move that has drawn considerable criticism from creators.
Synthesia has explicitly stated that it will not use Shutterstock's actors in its avatar products. Instead, the video footage will be used to help its AI model better understand body language and workplace interactions, such as conversations at desks or in front of whiteboards. This partnership has also sparked debate about government copyright policies. Cross-party MP Beeban Kidron stated that the Shutterstock-Synthesia agreement demonstrates the government's flawed stance on copyright and hopes this will encourage a deeper understanding of copyright's importance to the creative industries.
