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.
Exactly.ai founder Tonia Samsonova says that such companies “scrape your data, rob you and put you into an algorithm.” When the individual finds out about this, their style is already being used and a very low compensation is offered, even though subscriptions are being sold against the platform.”
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Samsonova is driven by righteous indignation. “This revenue should be yours as a creator. You’ll feel annoyed, but you can’t really do anything as these companies are acting in a legal environment.”
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. Anti Copying in Design co-founder Dids Macdonald OBE says: “We believe the onus should be on AI developers to comply, not the other way around.
“The lack of standardized, accessible opt-out systems creates barriers for rightsholders and complicates enforcement, as many AI developers and bad actors use copyright without permission. This currently leaves little to no global protection for artists, designers, illustrators and photographers who have their style ripped off by AI.”
Macdonald also points towards potential violations of the Human Rights Act 1998, particularly Article 1 of Protocol 1, which protects creators’ ownership of IP, and Article 10, which safeguards freedom of expression.
“Arguably, these provisions demand respect for IP ownership and accountability, ensuring AI applications do not exploit creators’ works without consent,” according to Macdonald. It’s not really enough for Macdonald, though, who flags a UK government copyright and AI consultation, which is currently live and urges those with concerns to contribute.
This stark context is what Exactly.ai has been born out of. It has been developed to give creators what Samsonova calls their own “personal AI model,” trained on their style.
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.ai can then create work in their own style.
Crucially, the owner keeps their generative work private and only uses it on their own terms unless they move away from the default settings.
Alternatively, a model can be made public after being published in the owner’s model store. It’s searchable and when it’s used, the artist is paid.
The average pay-out is £1,500 per month to those users who have made their models public. This money is unlocked when other users download their work. Some individuals are making £12,500 per month.
Depending on the quality of the download and who is downloading it – which is dictated by the various packages on offer – the cost of acquiring a generated image is between £5 to £525.
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.ai. The most common commercial use for an illustrator is that they’re paying £40 a month and Samsonova says this enables them to become more efficient.
“A typical user will increase their income because they will take on maybe five clients more and tell us that projects they were previously capable of producing within six months will now take them a month,” according to Samsonova. “One client we have wants to close her studio. She’s gone from making £20,000 a month to £80,000 and she’s paying us £40 a month.”
Artlab illustration agency CEO, illustrator and service user Anna Kuvarzina says: “It’s perfect for producing multiple images in a cohesive style, meeting tight deadlines, and refining compositions with ease. This efficiency empowers illustrators to take on more clients, explore new themes and elevate their portfolios”.
Despite the good intentions of the platform, there is skepticism around the category and head of brand marketing Daljit Singh recognizes this. As a designer who’s started several business – most recently AI-enabled bank Anna Money – he’s been here before.
“We need to smash this barrier as there is suspicion based on what’s already out there because it’s not giving creators a fair deal.
“Trust has always been a problem with technology. 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. I truly believe in it. Otherwise, I wouldn’t have taken part.”
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In terms of the service offered by Exactly AI, Singh says: “The way I’ve been looking at it is it’s like having an assistant and a business partner. Really, it’s creating opportunity and allowing you to embrace AI as a friend rather than a foe.”
Despite the context in which Exactkly.ai arrives in the market, Singh is clear: “It’s really about knowing you deserve ownership of an AI model and using Exactly to thrive, rather than face exploitation.”
If service users are using the platform in its default private mode – as the vast majority of them are – they are able to maximize their time by creating near-instant, iterative responses.
“I think that’s the enthralling thing, particularly in an industry like illustration, which is tough because it relies on time and materials,” says Singh.
On the other hand, if the passive income service is being used, you could “potentially be earning money in your sleep,” he adds. One of his broader aims, meanwhile, will be “connecting talents with brands,” he says.
The brand launched in November 2022 and has been quietly building advocacy among the creative community, with the likes of Pentagram partner Natasha Jen, illustrator Marga Castano and photographer Sergey Ponomarev already experimenting with it.
There are 150,000 models trained by artists and illustrators in the ownership of creators on Exactly.ai. It’s Singh’s job to spread the message further. He’s only been with the company a week but sees the brand and marketing of Exactly.ai developing in a way that follows its function more closely.
“My instinct tells me that because of who we are and what we do, the brand can develop so that it’s living and breathing in a way that reflects the work.
“Given the creative community we’re serving, we need something that’s not static, feels tangible and can evolve. This is the stuff I was talking about 30 years ago, but now it’s possible.”
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