The rise of artificial intelligence has no doubt transformed the way we create, consume, and distribute content. From AI-generated copy to personalised marketing campaigns, these innovations are revolutionising the creative industry as we know it. But as AI models rely on vast amounts of data, often sourced from existing creative works, an important question arises: How do we ensure fair use while respecting the rights of the original creators?
This question is at the heart of the newly launched "Make It Fair" campaign, an initiative from the UK’s creative industries advocating for fairer policies in AI training. The campaign highlights concerns about how AI companies use copyrighted material, calling for stronger protections to prevent creators’ works from being exploited without permission or compensation.
According to the Financial Times, more than 1,000 musicians, including Kate Bush, Damon Albarn, The Clash, and Hans Zimmer, are also set to release a “silent” album titled Is This What We Want? The group wants to show that the proposals risk undermining the UK’s music industry by featuring recordings of empty studios and performance spaces.
The Debate: Innovation vs. Protection
The UK government has proposed a “rights reservation” system, where creators would need to opt out if they don’t want their work used for AI training. Critics argue that this approach shifts the burden onto artists, making it easier for AI developers to use their content without explicit consent. Supporters, however, believe that broad access to data is essential for AI’s progress and innovation.
So where does the right balance lie? Should creative works be freely accessible for AI training, or should stricter permission-based systems be enforced? And how can marketing agencies ensure they’re using AI ethically, while still leveraging its benefits for their clients?
What Can Marketing Agencies Do?
Marketing professionals are uniquely positioned at the intersection of creativity and technology. While AI offers exciting efficiencies, agencies should also advocate for fair practices by ensuring compliance with copyright and licensing laws, encouraging AI providers to disclose where their training data comes from, educating clients on the ethical considerations of AI-generated content, and championing original creativity to balance AI-driven efficiencies with authentic human input, ensuring that creative professionals continue to be valued and compensated.
Looking Ahead
The "Make It Fair" campaign raises thought-provoking questions about the evolving relationship between AI and the creative industries.
As AI continues to redefine the marketing industry, these discussions will only become more and more relevant. Now is the time for agencies to reflect on how they can innovate responsibly, ensuring that the future of creativity remains both progressive but fair.
At Alter Agency we embrace AI as an exciting complement to human creativity, not a replacement. We are excited by the future and the speed of change that is happening, but let's Make It Fair, let's avoid homogenisation and let's celebrate differences.
P.s This blog post was not written by AI
If you would like to get in touch to discuss your brand’s creative strategy, please drop us a line at hello@alter-agency.com