The startup is already gaining traction among well-known designers and illustrators and has just hired designer and entrepreneur Daljit Singh as head of brand marketing.
January 28, 8 min read. Listen to article 4 min. There is a looming IP crisis for creative practitioners with the onset of AI, which is already starting to unfold as bad actors copy their style before seeking permission retroactively. Samsonova is driven by righteous indignation. The current IP AI situation is complex. Especially if looked at from a global perspective. Copyright grants creators automatic legal protection over the use of original works, which is their intellectual property, and this is an automatic IP right.
In the UK, AI companies are allowed to mine copyright works for training unless creators opt out. This currently leaves little to no global protection for artists, designers, illustrators and photographers who have their style ripped off by AI. This stark context is what Exactly. Initially visual artists, illustrators or photographers upload five to 50 examples of their work on to the platform, which is then interpreted by the algorithm. Through written prompts, Exactly.
Crucially, the owner keeps their generative work private and only uses it on their own terms unless they move away from the default settings. This money is unlocked when other users download their work. Brands and agencies are also users of the platform, with creative teams able to upload assets to produce more variations for advertising and marketing needs.
Use cases differ slightly across Exactly. Despite the good intentions of the platform, there is skepticism around the category and head of brand marketing Daljit Singh recognizes this. One of my responsibilities is looking at this from the perspective of us as a brand and service and building that relationship with creative people.
