artificial intelligenceOn 10 May, Google announced plans to deploy new large language models, which use machine learning techniques to generate text, across its existing products. “We are reimagining all of our core products, including search,” said Sundar Pichai, the CEO of Google’s parent company Alphabet, at a press conference. The move is widely seen as a response toA day later, politicians in the European Union agreed on new rules dictating how and when AI can be used.
How do we square this contradiction? “I hope I’m wrong, but it seems to me that these companies ignoring copyright issues is a power move,” saysat the University of Oxford. “They are betting that their products are so seductive that governments will have to adapt to them, as opposed to these companies adapting their products to the rule of law.”
While some AI companies have set up agreements to license copyrighted material, others appear to be taking the approach of begging for forgiveness, rather than asking for permission. The EU’s AI Act may eventually force companies to formalise their use of copyrighted material, but exactly how that will play out is unclear.Michael Veale
at University College London thinks companies like Google will develop something similar to its Content ID system for YouTube, allowing rights-holders to claim content and choose to either remove it or monetise it. “I suspect AI firms are looking at similar models today, which would allow them both to play a compliance game while minimising costs by staying the price-setter, not the price-taker,” he says. Google didn’t respond to a request for comment.
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