Tech companies use creative content to train their generative AI models - and without proper controls, they’re threatening the livelihoods of millions of artists, creators, and studios like us. The UK government wants to change copyright law to favour tech platforms so they can use British creative content to power their AI models without permission or payment unless the creators specifically say “no.”

Here at Studio Countdown North, we value the work of our team and believe that art is inherently human. We do our best to protect our work and the work of our creative staff from being misused or scraped by generative AI services, but we know that the vast majority of creative workers don’t have the resources or time to police the usage of their work online. So we believe it isn’t fair to require creators to police their content just to prevent it from being stolen.

Tech giants should not profit from stolen content, or use it for free. Together with dozens of other creative businesses, we’re calling on the UK government to ensure creatives are rewarded properly to ensure a sustainable future for our industry.

For more information on the MAKE IT FAIR campaign as well as details on how to take action, visit newsmediauk.org/make-it-fair. And if you’re in the UK, you’ll also be able to use the MAKE IT FAIR website to write to your MP and ask them to help safeguard creativity against unfair AI.

This article contains content from the News Media Association as well as the Creative Rights in AI Coalition for the purpose of supporting the MAKE IT FAIR initiative.