Synthesia Strikes AI Video Licensing Deal with Shutterstock for Enhanced Avatar Training

AI Startup Synthesia Partners with Shutterstock for Enhanced Avatar Training

In a significant move within the AI industry, UK-based startup Synthesia has entered into a licensing agreement with Shutterstock, a leading stock footage company. This partnership allows Synthesia to access Shutterstock's extensive video library to train its latest AI model, EXPRESS-2, aimed at creating more realistic and expressive AI-generated avatars for corporate videos 1

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The Deal and Its Implications

Synthesia, valued at $2.1 billion, will pay Shutterstock an undisclosed sum for the use of its corporate video footage. The AI company plans to leverage this content to improve the performance of EXPRESS-2, particularly in enhancing the realism and expressiveness of its AI-generated avatars. Synthesia's goal is to bring these digital representations closer to human-like performances 2

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While Synthesia typically uses actors to create avatars, paying for their likeness for three years, this new deal provides access to a broader range of individuals through Shutterstock's videos. However, it's important to note that these people will not be used to create new avatars directly. Instead, their footage will be used to model body language, tone of voice, and workplace interactions, such as how people behave at a desk or while using a whiteboard 1

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Synthesia's Current Applications and Expansion

Synthesia's technology is already being used by various organizations, including Lloyds Bank, British Gas, the NHS, the European Commission, and the United Nations. The company creates digital avatars for corporate videos covering topics such as cybersecurity, utility bill calculations, and workplace communication 2

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In a recent move to recognize the contribution of its human actors, Synthesia announced that it would offer company stock to actors used for its most popular avatars. This decision came after the company secured $180 million in a funding round that valued it at $2.1 billion 2

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The AI and Copyright Debate

This licensing deal comes amid ongoing discussions about AI companies' use of copyrighted material for training purposes. The UK government is considering relaxing copyright laws to allow tech companies to use content without explicit owner consent, unless an opt-out is declared. This proposal has faced criticism from creative professionals 2

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Beeban Kidron, a cross-bench peer and critic of the government's copyright plans, views the Synthesia-Shutterstock deal as evidence that the government's position on copyright is misguided. She hopes this announcement will lead to a "more sophisticated understanding" of the UK's interests in this matter 2

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Industry Trend and Ethical Considerations

The Synthesia-Shutterstock partnership is part of a broader trend of AI companies entering into licensing deals with content providers. Similar agreements have been made with organizations like DotDash Meredith, Time, and Reuters 1

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However, these deals raise ethical questions about the use of individuals' likenesses and creative work in AI training. Critics argue that such arrangements often occur without consultation or compensation for the original creators or participants, highlighting the need for more transparent and equitable practices in the rapidly evolving AI industry 1

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As AI continues to reshape various sectors, including corporate communications and creative industries, the balance between technological advancement and ethical considerations remains a critical point of discussion for policymakers, businesses, and society at large.