Shutterstock licenses its video library to AI corporate video company

Engadget - Apr 10th, 2025

In a notable development within the AI and digital media industries, UK-based Synthesia has entered into a licensing agreement with Shutterstock. This partnership grants Synthesia access to Shutterstock's vast content library, which will be used to train its advanced AI model, EXPRESS-2. Synthesia, known for creating avatars for corporate training videos, aims to utilize this data to enhance the realism and expressiveness of their AI-generated avatars, making them more human-like. Unlike previous methods where Synthesia used actors for creating avatars, the new approach involves using Shutterstock's video content to model human behaviors and expressions without directly reproducing the individuals' likenesses.

This collaboration highlights a growing trend where companies leverage AI technology to utilize existing content, often without direct compensation or consultation with the original creators. The implications of such deals are significant, as they raise questions about the rights and recognition of individuals whose work or likeness is used in AI training. This deal is part of a broader pattern where organizations like DotDash Meredith, Time, and Reuters have similarly provided content to AI firms. The partnership underscores ongoing debates about ethical considerations in AI development and the balance between innovation and individual rights, reflecting a shift in how digital content is sourced and used in the AI era.

Ai Ethics Synthesia Shutterstock Ai Licensing Deal Express 2 Ai Avatars Content Library Corporate Videos

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RATING

6.0

Moderately Fair

Read with skepticism

The article provides a timely and relevant discussion of a partnership between Synthesia and Shutterstock, reflecting current trends in AI and content licensing. While it accurately reports the main facts, it lacks detailed sourcing and transparency, which affects its credibility. The focus on technological and business aspects results in a somewhat one-sided narrative, with limited exploration of ethical implications. Greater balance and inclusion of diverse perspectives would enhance the article's impact and engagement potential. Overall, the article is clear and readable, but simplifying technical terms and maintaining neutrality would improve accessibility. By addressing these areas, the article could better inform and engage a broader audience on this important topic.

Accuracy

The story accurately reports a partnership between Synthesia and Shutterstock, which aligns with existing trends in AI and content licensing. The claim that Synthesia intends to use Shutterstock's content to enhance its AI model is plausible, given industry practices. However, the article lacks specific details about the financial terms and the exact nature of the content use, which requires further verification. The mention of previous partnerships, such as Shutterstock's deal with OpenAI, is factual, but more details about these arrangements would strengthen the article's accuracy.

Balance

The article primarily focuses on the business and technological aspects of the Synthesia-Shutterstock partnership, with limited exploration of the ethical implications. While it mentions concerns about using individuals' work without compensation, it does not delve into the perspectives of content creators or the companies involved. This lack of diverse viewpoints results in a somewhat one-sided narrative that could benefit from a more balanced presentation of stakeholder interests.

Clarity

The article is generally clear and concise, with a straightforward structure that outlines the main points. However, the language occasionally assumes a degree of familiarity with AI and licensing practices, which may not be accessible to all readers. While the tone is neutral, certain phrases, such as 'sold its soul,' introduce a subjective element that could be perceived as biased. Simplifying technical jargon and maintaining a consistently neutral tone would enhance clarity.

Source quality

The article does not cite specific sources or provide direct quotes from authoritative figures involved in the partnership. It relies on general industry knowledge and previous reports of similar deals. The absence of direct quotes or references to official statements from Synthesia or Shutterstock affects the credibility and reliability of the information presented. Including more authoritative sources would enhance the article's source quality.

Transparency

The article lacks transparency regarding its sources and the basis for its claims. It does not disclose how the information was obtained or whether there were any potential conflicts of interest. The absence of detailed explanations about the methodology or the sources of the information limits the reader's ability to assess the article's impartiality and reliability. Greater transparency in sourcing and methodology would improve the article's credibility.